iii 摘要 近年来，我国大量中小企业在市场机制的带动下已经形成了一定的规模，这些 成长起来的中小企业不仅给我国经济建设和市场繁荣带来较大的推动力，也在整 个市场经济中发挥着重要作用。但在中小企业发展的过程中，一些由于个体生产能 力较差在成立初期就被市场淘汰，一些虽然在市场竞争中得以生产但是也出现了 许多亟需解决的问题。通过深入分析我们发现，导致中小企业无法在激烈的市场竞 争中获得发展空间的最主要原因是缺乏战略眼光，尤其是缺乏找寻适合企业长远 发展的专业市场。而在大量的研究结论中，利基战略被业内视为最适合中小企业发 展的发展战略。基于此，本文以中小企业LT公司为具体案例，深入研究中小企业 如何应用利基战略制定发展战略。 本文主要包括四部分内容：第一部分为理论研究部分，主要介绍了利基战略的 基本概念与相关理论基础，系统的阐述了利基战略的内在含义、基本原理与形成要 素，以及PEST分析法、波特五力竞争结构模型、SWOT分析法等分析工具。第二 部分为现状研究部分，主要对我国中小企业应用利基战略的现状进行分析，围绕我 国中小企业的地位与特点、利基战略选择及利基战略管理中的问题进行了梳理。第 三部分为实证研究部分，以LT公司为例进行案例研究，基于PEST分析法、波特 五力竞争结构模型、SWOT分析法等分析工具，对LT公司所处的宏观环境、行业 环境、内部环境进行深入分析，并最终确定了利基战略作为公司的战略选择。第四 部分基于利基战略理论确定LT公司具体的发展战略。首先，指出LT公司利基战 略确立的总体思想、动因、关键要素；其次，指出LT公司利基战略部署实施策略， 包括产品策略、研发策略、营销策略；再次，给出LT公司利基战略的实施阶段设 计，包括启动阶段、实施阶段、完成阶段；最后，根据LT公司利基战略市场定位 和战略目标，从组织、制度、资源等方面给出实施保障建议。 本研究所阐述的观点实操性较强，对LT公司这类非金属新材料中小型企业如 何应用利基战略具有一定借鉴作用。同时，本研究也充分考虑了一般中小企业的发 展特点，因此所提的相关结论和建议对于中小企业解决应用利基战略过程中存在 的问题也有一定积极意义。 关键词：企业战略；利基战略；中小企业；LT公司；新材料 北京交通大学硕士专业论文 ABSTRACT iv ABSTRACT In recent years driven by the market economy, a large number of small and medium- sized enterprises have reached a certain scale. These small and medium-sized enterprises which have grown up give great impetus to China's economic construction and market prosperity, and play an important role in the whole market economy as well. However, during the development process of small and medium-sized enterprises, some small and medium-sized enterprises are eliminated by the market due to poor capacity of individual productivity in their early days, and some may survive in the market competition but there have been many problems to be solved. Through in-depth analysis, we found that the main reason for that small and medium-sized enterprises cannot gain the development of space in the competitive market is no vision, especially the lack of professional market suitable for the long-term development of enterprises. Therefore, niche strategy was regarded as the most suitable development strategy for small and medium-sized enterprises in many research findings. Based on this, the paper takes LT Company, a small and medium-sized enterprise, as an example to explore in depth how to apply niche strategy to formulate their development strategies for small and medium-sized enterprises. The paper mainly includes four parts. The first part is research of theories, which introduces the basic concept and related theoretical foundation of niche strategy, and describes its implication, basic principles and essential factors of formation systematically, and analysis tools such as PEST analysis method, Porter's five-force competitive structure model, SWOT analysis method and so on.. The second part is research on the current situation, which analyzes the current situation of application of niche strategy of small and medium-sized enterprises in China, and reviews on the status and characteristics of small and medium-sized enterprises in China, niche strategy choice and problems in niche strategy management. The third part is empirical research, which takes LT Company as an example to conduct in-depth analysis on macro environment, industry environment and micro environment where LT Company is situated based on analysis tools such as PEST analysis, Michael Porter's Five Forces Model, SWOT analysis, etc., and finally determines niche strategy as the company's strategic choice. The fourth part is to determine the specific development strategies of LT Company based on niche strategy theory. First, the general idea, motivation and key elements established by niche strategy of LT Company are stated. Second, deployment strategies of niche strategy of LT 北京交通大学硕士专业论文 ABSTRACT v Company are stated, including product strategy, research and development strategy, marketing strategy. Third, the design of implementation phase of niche strategy of LT Company is given, including the start-up phase, implementation phase, completion phase. Finally, suggestions of implementation security are provided from the aspects of organization, system, resources, etc. based on market orientation and strategy objectives of niche strategy of LT Company. The viewpoints of this research, which are fairly practical, are intended to provide a reference for the development strategy of LT company and other middle and small-sized enterprises of consumables for New non-metallic materials. And in this research, development characteristics of middle and small-sized enterprises were also fully considered. Therefore, conclusions and suggestions of this research are of positive significance for middle and small-sized enterprises to solve the problems in the process of implementing niche strategies. KEYWORDS：Enterprise Strategy; Niche Strategy; Small and Medium-sized Enterprises; LT Company; New Material 北京交通大学硕士专业论文 目录 vi 目录 摘要 ............................................................. III ABSTRACT .......................................................... IV 1 引言 ............................................................ 1 1.1 研究背景及意义 ................................................ 1 1.1.1 研究背景 .................................................. 1 1.1.2 研究意义 .................................................. 1 1.2 国内外文献综述 ................................................ 2 1.2.1 国外文献综述 .............................................. 2 1.2.2 国内文献综述 .............................................. 3 1.2.3 文献综述评析 .............................................. 5 1.3 研究内容及路线 ................................................ 5 1.3.1 研究内容 .................................................. 5 1.3.2 研究路线 .................................................. 6 1.4 创新与不足 .................................................... 6 1.4.1 本文创新点 ................................................ 6 1.4.2 本文不足之处 .............................................. 7 2 相关概念及理论工具 .............................................. 8 2.1 相关概念 ...................................................... 8 2.1.1 利基 ...................................................... 8 2.1.2 利基市场 .................................................. 8 2.1.3 利基营销 .................................................. 9 2.2 理论基础 ..................................................... 10 2.2.1 利基战略理论 ............................................. 10 2.2.2 资源基础理论 ............................................. 11 2.2.3 动态能力理论 ............................................. 12 2.3 分析工具 ..................................................... 13 2.3.1 PEST分析法 .............................................. 13 2.3.2 波特五力竞争结构模型 ..................................... 13 2.3.3 SWOT分析法 .............................................. 14 北京交通大学硕士专业论文 目录 vii 3 我国中小企业应用利基战略的现状分析 .............................. 16 3.1 我国中小企业的地位与特点 ..................................... 16 3.1.1 我国中小企业的地位 ....................................... 16 3.1.2 我国中小企业的优势 .........