亚洲科技出版集团的市场利基者战略——以新加坡世界科技出版公司为例

Niche Market Strategy of Asian Technology Publishing Group: Take Singapore World Scientific Publishing Company as An Example

新加坡世界科技出版公司20世纪80年代成立,其后快速发展,目前已成功跻身世界主要出版机构,并成为亚太地区最大的国际科技出版商,文章认为其成功的主要原因在于其采取的利基者战略,该战略主要体现在:一是立足亚太地区,瞄准国际市场,与诺贝尔奖、沃尔夫奖等世界顶级奖项合作及生产的亚洲研究产品让其在大型出版市场的夹缝中找到了足以站稳脚跟的有利市场地位;二是塑造企业个性,并不断创新变革,打造核心竞争力,永葆品牌生命力,努力推行国际化方针;三是合适的有竞争力的价格策略,包括定价更低、支付货币方式多样化等。

The World Scientific Publishing rapidly thereafter, and successfully became Company （WSC） of Singapore was one of the world＇s leading publishers founded in the 1980s, which developed and the largest international publisher of science and technology in the Asia-Pacific region. The main reason for this success is its niche market strategy. Firstly, based on the Asia-Pacific region, WSC is always aiming at the international market, and it cooperates with the Nobel Prize, Wolf Prize and other world-class awards. In the meantime, due to its research on Asian market, WSC has found a strong and favorable market position in the cracks of the large-scale publishing market. Secondly, WSC its personality, and is constandy innovating and transforming to create core competitiveness. The third competitive price strategy, including lower pricing, diversified payment methods and so on. persists in shaping is the appropriate