Technological Innovation Path Based on Niche Strategy: The Case of BEIFA in China
Niche strategy takes some narrow business scope as starting point, through concentrating the input of resources and expanding market scope, finally become leading position in dominant market. The paper selected Ningbo BEIFA Group as example, and summarized the innovation modes, processes and approaches based on niche strategy. The paper shows that the technology innovation process of BEIFA can be divided into three stages: entering into niche market, occupying niche market, and global development. It has been managed in pen making segment market since its foundation and adopted operation strategy about a big market with small commodities and mass production for small commodities, constructed innovation ability through innocuous interaction between market extension and technology capacity growth and finally became the largest domestic pen making enterprise. Through the analysis, the paper argues that other enterprises can apply niche strategy to form core technology ability and build up enterprise brand.
Niche strategy Technological innovation path BEIFA Group
Jun CHEN Hai-ting HUANG Yue-jin WU Ju LI Yuan-yuan KONG
School of Business,Zhejiang Wanli University,Ningbo,China School of YiSiDai,Zhejiang Textile & Fashion College,Ningbo,China School of Business,Zhejiang Wanli University,Ningbo, China School of Management,Zhejiang University,Hangzhou,China School of Business, Zhejiang Wanli University,Ningbo,China
国际会议
厦门
英文
1741-1745
2010-10-29（万方平台首次上网日期，不代表论文的发表时间）