中小企业作为推动我国经济的重要力量,在现实发展中却存在着过早夭折,缺乏竞

争优势的严峻问题。利基战略虽然是适合中小企业的竞争战略,但在实施过程中,中小

企业还是会遇到利基竞争优势难以长久保持的问题。上海c公司就在业务发展中面临这

一问题。本文的研究目的是运用利基理论和企业能力理论,以C公司为研究对象,对其

业务发展战略进行分析研宄,提出解决方案,以促进c公司的业务发展,并为类似的中

小企业提供一定的借鉴意义。

本文首先通过对利基理论和企业竞争优势理论的系统阐述,为C公司的战略选择与

实施措施提供了理论依据;然后运用SWOT分析工具等对c公司的业务发展现状和公

司产品的市场竞争力进行深入的分析,剖析其业务发展中存在的问题及原因,为公司的

战略选择与实施提供现实依据;最后提出了基于利基理论的公司业务发展战略和实施方

案。

本文的研宄对中小企业的发展有一定的参考价值。

关键词:利基理论;业务发展战略;SWOT分析

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华东理工大学硕士学位论文

A Research of Business Development Strategy for Shanghai C Company

Based on Niche Theory

Abstract

As an important force in promoting China's economic development, small and

medium-sized enterprises often encounter some severe problems such as premature mortality,

lack of competitive advantage in their business development. Although Niche strategy is a

competitive strategy for SMEs, but they will still face a tough question to keep niche

competitive advantages in the process of implementation. Shanghai C Company is facing this

problem in its business development. Taking C Company as a case study, the purpose of this

paper is to propose solutions to promote C Company's business development and provide

certain significance for similar SMEs based on analyzing its business development strategy by

applying niche theory and enterprise competence theory.

Firstly, this paper systematically expounds the niche theory and enterprise competitive

advantage theory, which provide a theoretical basis for C Company's strategy choice and

implementation. Secondly,in order to provide realistic basis for strategy choice and

implementation, this paper deeply analyzes C Company's business development situation and

product market competition; dissects the problems and reasons in its business development.

Finally, this paper puts forward the business development niche strategy and specific

implementation plans based on the niche theory.

This study has certain reference value for the development of SMEs.

Keywords: Niche Theory; Business Development Strategy; SWOT Analysis