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许多品牌花费了很多时间和精力,希望提升市场份额。它们尝试不同的战术,从新产品功能创新、特点创新、价格促销到提升产品质量、提供增值服务。有些企业甚至投入巨资做娱乐广告赢得消费者的心,赢得产品品类优势。但问题在于,这些方法通常无法带来真正的竞争优势。品牌经理知道要对现有的产品目录创造品牌差异化优势尤其困难。在成熟的市场上,几乎找不到一个空白的市场。要想有所突破,只能创造一种具有高度竞争性的新品类。那么,如何才能创造新品类呢?
Many brands spend a lot of time and energy, hoping to enhance market share. They try different tactics, from the new product features innovation, innovative features, price promotions to enhance product quality, providing value-added services. Some companies even invested heavily in entertainment ads to win the hearts of consumers, to win the product category advantages. But the problem is that these methods often do not give a real competitive advantage. Brand managers know it is particularly difficult to create the brand differentiation advantage of existing product catalogs. In a mature market, almost can not find a blank market. To make a breakthrough, we can only create a new highly competitive category. So, how to create a new category?