1. Introduction
1.1 research background and significance
With the mergers, restructuring and strategic alliances among enterprises, which are new cooperation formations, homogeneous markets have been occupied by other companies, in the same market, range of profit becomes more and more limited, many enterprises have to look at small commodity markets, especially for those enterprises which newly enter into the market, small and medium enterprises. According to Delman (2004), the changing external environment makes enterprises’ internal marketing management to be seriously challenged, the business managers begin to consider and reflect the past traditional marketing concepts, they find out the past Mass Marketing
澳洲论文网www.51lunwen.com with the features of bold production and sales a large number of the same products have many defects. Therefore, they become to concern about the small pieces of virgin markets, which have not been occupied by other enterprises, and they enter such kind of markets to maximize meeting the market demands, which is called niche marketing (Delman, 2004).
1.2 research objective
1.3 research question
1.4 outlines
2. Theoretical framework, Literature review
2.1 Niche marketing basic research
2.1.1 Definition
2.1.2 Advantages
2.2 background to implement niche marketing
strategy 2.2.1 From the broader context of the times, the niche marketing development is the inevitable result of market economy
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. Methodology
3.1 INTRODUCITON
3.2 Research strategies
3.2.1 Qualitative research
3.2.2 Quantitative research
3.3 Research philosophy
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4. Niche marketing strategy analysis
4.1 To establish niche market
4.1.1 Ideal niche market conditions
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5. Case study---Dopod’s success
5.1 Introduction of Dopod
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6. Conclusion
7. References
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