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一、力求产品大众化 乔治·伊斯曼是柯达公司的创始人,在照相机还是艺术家的“精密仪器”时,他就说过:“照相机应像铅笔一样简单,谁都可以使用。”经过多年努力,1963年,柯达公司在27个国家同时推出“自动式”照相机,轰动了全球。 自动式照相机获得巨大成功时,柯达公司却郑重宣布:“本公司决不独占自动式照相机的生产专利,任何厂商均可仿造。”从表面看,这种做法似乎缩小了自己的市场,但从全局看来,由于各公司共同开拓市场,使自动式照相机的市场更加扩大了,这对柯达自动式相机的推销有长远的好处。
First, to strive for product popularity George Eastman was the founder of Kodak Company. When the camera was the artist’s “precision instrument,” he said: “The camera should be as simple as a pencil, and anyone can use it.” After years of hard work In 1963, Kodak launched the “automatic” camera in 27 countries at the same time, making a sensation in the world. When the automatic camera was a great success, Kodak Company solemnly announced: “The company will never monopolize the production of automatic camera patents, any manufacturer can copy.” On the surface, this approach seems to narrow their market, but from Globally, it has long-term benefits for Kodak’s automatic camera sales as companies expand the market and expand the market for automatic cameras.