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在我讲课的过程中,大家提到的一个带有普遍性的难题就是“产品同质化”的问题。比如,在某行业/某区域处于领先地位的企业费了九牛二虎之力开发出来的新产品问世没几天,其他企业就跟上来了;许多中小企业的产品与大企业/大品牌的产品基本上一样,由于没有大企业的品牌优势,在与大企业的竞争过程中总是处于劣势;由于产品高度同质化,面对众多的同类产品竞争时,别人降价了,是跟着降价还是不降价,企业始终处在一种进退两
During my lecture, one of the most common problems we mentioned was the issue of “product homogeneity.” For example, in the industry / a leading regional enterprises spent a daunting effort to develop new products come out a few days, other companies just follow up; many small and medium enterprises with large enterprises / brands The product is basically the same, because there is no large enterprise brand advantage, in the process of competition with large enterprises is always at a disadvantage; due to a high degree of homogeneity of the product in the face of competition from many similar products, others cut prices, followed by price reduction or Do not cut prices, businesses are always in a kind of advance and retreat two