1. Introduction

Small and medium-sized enterprises are relatively small, the number of employees and turnover within a certain range of enterprises. According to the World Bank's definition, a specialized new business is usually one that employs less than 300 people and has an annual turnover of $15 million or less. Specialized and new enterprises occupy an important position in the global economy. They not only create a large number of employment opportunities for the society, but also provide an impetus for economic growth and innovation.

However, specialized and special new enterprises are also facing many challenges, such as market competition, technological change, policies and regulations, financing problems, brain drain and so on. Especially in the context of globalization and digitalization, specialized new enterprises need to constantly adapt to changes in the external environment and improve their competitiveness and anti-risk ability. In order to stand out in the market, specialized and special new enterprises need to adopt specialized and special new strategies, that is, focus on their core competitiveness, innovate their own products or services, and create their own brand characteristics. Specialized new strategy can help specialized new enterprises to improve efficiency and quality, reduce costs and risks, increase revenue and profits, expand market share and influence, so as to achieve sustainable development.

The purpose of this paper is to analyze the successful cases at home and abroad, to explore how to implement the new strategy, as well as the need to pay attention to the challenges and risks. The structure of this paper is as follows: the second part introduces the meaning and types of the new strategy of specialization; the third part analyzes the advantages and functions of the new strategy of specialization; the fourth part gives examples of the implementation methods and experiences of the new strategy of specialization; the fifth part discusses the challenges and risks of the new strategy of specialization; the sixth part summarizes the main ideas and suggestions of this paper.

Meaning and types of new strategies for 2. specialization

Specialized new strategy refers to the enterprise according to their own resources and capabilities, select one or several segments of the market or field, focus on providing high-quality, high value-added, highly differentiated products or services to meet the special needs and preferences of customers, so as to form their own core competitiveness and brand advantages. Specialized new strategies can be divided into the following types:

Product specialization: refers to the enterprise focus on the development and production of one or several specific products to improve product performance, function, quality, safety, etc., as well as to meet the customized needs of different customers. For example, Apple (AAPL) is famous for its innovative and high-quality electronic products, such as iPhone, iPad, MacBook, etc., which not only have high-end design and technology, but also have unique user experience and ecosystem.

Service specialization: refers to the company's focus on providing one or more specific services to improve the efficiency, quality, convenience, reliability, etc. of the service, as well as to meet the individual needs of different customers. For example, Amazon is known for its innovative and high-quality e-commerce services, such as Amazon Prime, Amazon Web Services, Amazon Kindle, etc., which not only have high-speed logistics and cloud computing capabilities, but also have rich content and resources.

Market specialization: refers to an enterprise's focus on serving one or more specific markets or customer groups in order to improve the understanding and satisfaction of the market or customers, as well as to meet their special needs and preferences. For example, Starbucks Corporation (Starbucks) is well-known for its focus on the coffee market and coffee lovers. It not only provides a variety of coffee products and services, but also provides a comfortable environment and atmosphere, and a connection with the community and society.

Technical expertise: refers to the enterprise's focus on the development and application of one or more specific technologies to improve the level of technology, innovation, leadership, etc., as well as to meet the technical needs of different industries and fields. Tesla, for example, is known for its focus on electric vehicles and renewable energy technologies, offering not only high-performance, high-efficiency, low-emission automotive products and services, but also intelligent software and hardware systems and integration with other technologies.

The above four types of specialization and new strategies are not mutually exclusive, but can be combined and complementary to each other. For example, Apple specializes not only in products, but also in services, markets and technology; Starbucks specializes not only in markets, but also in products, services and technology. Enterprises should be based on their own resources and capabilities, choose the right new model of specialization, in order to achieve their strategic objectives.

The advantages and functions of the strategy of 3. specialization and new

Specialized new strategy for specialized new enterprises, has the following advantages and role:

Improve efficiency and quality: Specialized new strategies can help specialized new companies focus their energy and resources to improve the efficiency and quality of production and services.

Increase revenue and profits: Specialized new strategies can help specialized new businesses increase the added value and differentiation of their products or services, thereby increasing customer recognition and loyalty, as well as increasing prices and profit margins. For example, although Apple's products and services are relatively high in price, they are still favored and sought after by consumers, making Apple one of the most valuable brands in the world.

Expand market share and influence: Specialized new strategies can help specialized new companies open new markets or fields, or occupy an advantageous position in the original market or field, thereby increasing their market share and influence. For example, Tesla's electric vehicles and renewable energy technologies not only create new markets and demand in the automotive and energy industries, but also have a positive impact on society and the environment.

Achieve sustainable development: Specialized new strategy can help specialized new enterprises to establish their core competitiveness and brand advantages, so as to maintain their survival and development ability in the fierce competition and uncertain environment. For example, Amazon's e-commerce services have not only achieved great success in the traditional retail industry, but also demonstrated strong innovation capabilities in emerging areas such as cloud computing and artificial intelligence.

Implementation methods and experience of 4. specialization and new strategy

The implementation methods and experience of the new strategy can be summarized from the following aspects:

Know your own resources and capabilities: before choosing and implementing a new strategy, you need to make a full analysis and evaluation of your own resources and capabilities, including your own strengths and weaknesses, as well as your own opportunities and threats. Specialized and special new enterprises should choose appropriate specialized and special new models according to their own resources and abilities, so as to give full play to their own advantages, make up for their own disadvantages, seize their own opportunities and deal with their own threats.

Understanding customer needs and preferences: Specialized new businesses need to fully understand and study customer needs and preferences, including customer characteristics and behavior, as well as customer satisfaction and loyalty, before selecting and implementing specialized new strategies. Specialized new companies should provide high-quality, high-value-added, highly differentiated products or services based on customer needs and preferences to increase customer recognition and loyalty, as well as increase prices and profit margins.

Understand competitors' strategies and trends: Specialized new companies need to fully observe and analyze competitors' strategies and trends, including competitors' strengths and weaknesses, as well as competitors' opportunities and threats, before selecting and implementing specialized new strategies. Specialized and special new enterprises should formulate their own competitive strategies according to the strategies and trends of their competitors, so as to highlight their own advantages, avoid their own disadvantages, seize their own opportunities and guard against their own threats.

Understanding market trends and changes: Specialized new companies need to fully anticipate and adapt to market trends and changes, including market size and structure, as well as market demand and supply, before selecting and implementing specialized new strategies. Specialized and special new enterprises should adjust their products or services according to market trends and changes to adapt to market demand and supply, as well as expand the scale and structure of the market.

Understand the progress and innovation of technology: before selecting and implementing the strategy of specialization and specialization, new enterprises need to fully study and apply the progress and innovation of technology, including the level and leadership of technology, as well as the innovation and integration of technology. Specialized and special new enterprises should improve their technical level and leadership according to technological progress and innovation, as well as innovate and integrate their own technology, so as to improve the performance, function, quality and safety of their products or services.

Challenges and Risks of 5. Specialized New Strategies

Although the specialized and special new strategy has many advantages and functions for specialized and special new enterprises, there are also some challenges and risks that need to be paid attention to and dealt with by specialized and special new enterprises. These challenges and risks include:

Market saturation and competition: Specialized new strategies may lead to a market or field that is too narrow or single, and thus face market saturation and increased competition. Specialized new enterprises need to constantly explore new markets or areas, or in the original market or areas to find new growth points, in order to avoid market saturation and competitive pressure.

Change and churn of customers: Specialized new strategies may lead to over-reliance or loyalty of customers who specialize in new businesses, thus facing the risk of change and churn of customers. Specialized new businesses need to constantly understand and meet customer needs and preferences, or find new customer groups to avoid the impact of customer change and churn.

Technological backwardness and obsolescence: Specialized new strategies may lead to the risk of technological backwardness and obsolescence of specialized new enterprises that are too specialized or closed. Specialized new companies need to constantly learn and apply new technologies, or integrate and innovate with other technologies to avoid technological backwardness and outdated losses.

Inadequacy and waste of resources: Specialized new strategies may lead to over-concentration or dispersion of resources in specialized new enterprises, thus exposing them to the risk of inadequate and waste of resources. Specialized new enterprises need to rationally allocate and utilize their own resources, or seek external resources and cooperation, in order to avoid the shortage and waste of resources.

6. Conclusion

By analyzing the successful cases at home and abroad, this paper discusses how to implement the new strategy of specialization and specialization, as well as the challenges and risks that need attention.