利基战略:中小型会展企业成长的有效途径  

Niche Strategy:An effective way to the growth of small and medium-sized MICE enterprises

作　　者：刘秀丽[1] Liu Xiuli(Wuhan Business University,Wuhan,Hubei,430056)

机构地区：[1]武汉商学院,湖北武汉430056

出　　处：《市场周刊》2020年第9期16-17,共2页Market Weekly

基　　金：湖北省教育厅哲学社会科学研究项目“我国会展业绿色发展对策研究”(课题编号:19G057)的阶段性研究成果。

摘　　要：我国会展业近年来快速发展,会展企业数量不断增加,而我国中小型会展企业所占的比例较大。会展企业间的竞争越来越激烈,同质化竞争、低价竞争时有发生。中小型会展企业如何在竞争激烈的市场中成长起来值得深思。而利基战略为会展企业尤其是中小型会展企业的发展提供了一种思路。文章以中国食材电商节为例首先介绍了利基战略的含义,其次分析了利基战略为会展企业的发展提供了一种思路,最后探讨了如何寻找利基点,进入市场后如何巩固利基市场以及如何实现可持续.发展。China's MICE industry has developed rapidly in recent years,the number of MICE enterprises has been increasing,and China's small and medium--sized MICE enterprises account for a larger proportion.The competition among MICE enterprises is becoming more and more fierce.Small and medium-sized exhibition enterprises how to grow up in the competitive market is worth thinking.The Niche strategy provides an idea for the development of MICE enterprises,especially the small and medium-sized ones.This article takes the Chi-nese food materials e-commerce festival as an example,first introduces the meaning of Niche Strategy,then analyzes the niche strategy to provide a way of thinking for the development of exhibition enterprises,and finally discusses how to find niche points,how to consolidate the niche market after entering the market and how to achieve sustainable development.

关 键 词：利基战略 利基市场 会展企业 绿色发展 

分 类 号：F713.7[经济管理—产业经济]