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有人打过这么一个比方,一个美国人捡到一个面包似的东西,研究发现营养与味道俱佳,便大量生产投入市场,大发其财;日本人捡到这一东西后,先是仔细研究,并加以完善,再生产投入市场,赢利数倍于美国人………这一比喻,形象地说明了日本战后经济腾飞的一个公开的秘密。日本企业非常善于引进、消化、吸收、改进提高。应当说,前三个环节不难,改进提高却是最见功夫的关键环节,那么这一环节背后有没有什么可遵循的依据呢?有,那就是产品再定义。 中国许多企业走过仿制跟进的道路,却发现始终跟不上国外产品的更新换代。计算机、音响、照相机等产品功能日益齐全,使用更加方便,无不包含着一个产品再定义过程。随着中国经济的高速增长、居民购买能力和消费层次日益提高,人们开始讲究品牌、享受,为我国企业创造了一个巨大的市场,这本应引导厂商以市场为导向,以更好的产品和服务满足消费者需求,事实却远非如此。许多企业知道应该技术革新,开发新产品,却不知如何下手,未重视或未意识到,在消费者需求快速变化的时代,产品也应再定义。
Someone has played such an analogy. When an American finds a bread-like thing, the research finds that nutrition and taste are good, they mass-produce it into the market and make a fortune; the Japanese first studied it carefully. And to perfect it, put it back into the market, and make profits several times as much as Americans... This metaphor vividly illustrates an open secret of Japan’s post-war economic take-off. Japanese companies are very good at introducing, digesting, absorbing, improving and improving. It should be said that the first three links are not difficult. Improvement and improvement are the key to the greatest efforts. Is there any basis for this link to follow? Yes, that is, product redefinition. Many Chinese companies have followed the path of imitation and follow-up, but they have found that they cannot keep up with the upgrading of foreign products. Computers, stereos, cameras and other products are becoming more and more functional and more convenient to use. They all include a process of product redefinition. With the rapid growth of China’s economy, rising purchasing power and level of consumption, people began to pay attention to brands and enjoyment and created a huge market for Chinese enterprises. This should guide manufacturers to be market-oriented and to use better products. Services meet consumer needs, but the fact is far from it. Many companies know that they should be technologically innovative and develop new products, but they do not know how to start, do not pay attention or do not realize that in the era of rapid changes in consumer demand, the product should be redefined.