利基市场战略是中小企业为了避免在市场上与强大的竞争对手发生正面冲突而受其攻击,选取被大企业忽略的、需求尚未得到满足、力量薄弱的、有获利基础的小市场作为其目标市场的营销战略。“利基”一词是英文“Niche”的音译,有拾遗补缺或见缝插针的意思。菲利普·科特勒在《营销管理》 The niche market strategy is a strategy by which small and medium enterprises are attacked in order to avoid any confrontation with a strong competitor in the market and select small markets that are under-funded and under-funded, which have not yet been met by large enterprises and have weak needs Target market marketing strategy. The term “niche” is the transliteration of “Niche” in English. It has the meaning of missing or missing a needle. Philip Kotler in the “marketing management”