The competitive position of an enterprise in the market determines the competitive strategies it may adopt. The competitive position of an enterprise in a specific market can be roughly divided into four categories: market leader, market challenger, market follower and market filler.

⑴The competitive strategy of the market leader. In order to maintain their leading position and vested interests in the market, market leaders may adopt competitive strategies such as expanding market demand, maintaining market share, or increasing market share. In order to expand market demand, strategies such as discovering new users, developing new uses, increasing usage, and increasing frequency of use are adopted. In order to protect market share, strategies such as innovative development, building defenses, and direct counterattacks are adopted.

⑵Competitive strategies of market challengers. Market challengers refer to those enterprises that occupy a secondary position in the market. They are unwilling to accept their current position and increase their market share and market competitive position by challenging and attacking market leaders or other competitors, and even intend to replace them. Market leader position. The strategies they adopt include price competition, product competition, service competition, channel competition, etc.

⑶The competitive strategy of market followers. The competition between a market leader and a market challenger often results in a lose-lose situation for both sides. As a result, other competitors usually have to think twice and do not dare to directly attack the market leader rashly. Instead, they often choose the competitive strategy of market followers. Their strategies include imitation following, gap following, choice following, etc.

⑷The competitive strategy of market fillers. There are a large number of small and medium-sized enterprises in almost all industries. These small and medium-sized enterprises focus on the market gaps ignored by large enterprises and concentrate their resource advantages to meet the needs of this part of the market through professional marketing. Their strategies include market specialization, customer specialization, product specialization, etc.