甚麼是Niche(利基) Market?

Niche Market is a focused, targetable portion of a market section. A business that focuses on a niche market is addressing the need for a product or service that is not being addrssed by mainstream providers. A niche market is targeting a narrow group of potential customers.

利基市場是指針對一小撮之消費者市場。所以存在，是因為現今的一代，其消費模式十分個人化而且口味常變。這些利基市場，一般大型公司都忽略或沒有興趣參與，所以兢爭不劇烈，品牌效應及價格次要但是質量服務才是最重要。

其他叫法包括: 壁龕市場, 利專市場