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利基策略,即根据对目标市场的分析与研究,选择一个合适的产品或服务,进行利基营销,为消费者提供具体的、差异化的、个性化的产品或服务,使其需求获得最大的满足。不断变化的企业外部环境,以及利基营销本身所具有的有利性,促使不少企业倍加关注利基营销策略。在市场细分的基础上,从消费者的个性化需求出发,围绕营销学中4P理论,提出了差异化的产品策略、高价策略、专业化渠道策略、非常规利基式促销策略等利基策略组合;而企业要获得生存空间或者拓展空间,必须实施相应的利基营销策略组合。
Niche strategy, that according to the target market analysis and research, select a suitable product or service, niche marketing, to provide consumers with specific, differentiated, personalized products or services to maximize their needs Satisfaction. The ever-changing external environment of enterprises and the advantages of niche marketing itself have prompted many companies to pay close attention to niche marketing strategies. On the basis of the market segmentation, starting from the individual needs of consumers, we put forward the niche products such as differentiated product strategy, high price strategy, specialized channel strategy and unconventional niche promotion strategy based on 4P theory in marketing Strategy combination; and enterprises to obtain living space or expand space, we must implement the appropriate niche marketing strategy portfolio.