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从品类发展的角度来说,有竞争未必是坏事。市场和品类需要企业和竞争对手一起共同做大,只有蛋糕大了,才有足够的资源可分。只有一个品牌的空间里,虽然能够独占消费者资源,但却有可能遭遇渠道、经销商等方面的玻璃天花板。茗女裤作为商场女裤品牌,就是一个很好的例子。看似没有竞争的市场,却处处遭遇发展的制约,究其原因,商场女裤品类的式微带来了不小的麻烦。如何在紧握这片蓝海机会的同时,完成茗女裤的扩张课题,是战略思考的关键所在。
From a product development point of view, competition may not be a bad thing. The market and the category need enterprises and competitors to work together to expand, only big cake, only enough resources can be divided. Only one brand of space, although able to monopolize consumer resources, but it may encounter channels, distributors and other aspects of the glass ceiling. Ming women’s pants as a mall brand pants, is a good example. Seemingly no competition in the market, but everywhere encountered the constraints of development, the reason, the type of shopping pants category brought a lot of trouble. How to hold this blue ocean opportunity at the same time, the completion of the expansion of tea pants is the key to strategic thinking.