《企業(yè)家指導(dǎo)你發(fā)展客戶》概念解析3：市場(chǎng)分類(lèi)
作者：滬江英語(yǔ)
來(lái)源：原著
2015-12-11 14:25
上一篇：《企業(yè)家指導(dǎo)你發(fā)展客戶》概念解析4:企業(yè)類(lèi)型
Market Type
市場(chǎng)類(lèi)型
In a Nutshell:A concept coined by Steve Blank to describe different types of market conditions confronting new products,comprised of existing market,re-segmented market,and new market.
簡(jiǎn)而言之：Steve Blank定義的三種不同的商品市場(chǎng)類(lèi)型：包括現(xiàn)存市場(chǎng)、重新細(xì)分的市場(chǎng)以及新興市場(chǎng)。
If you are introducing a new product into a new market:
·Your technology is so dramatically new that the existing marketing is shattered.
·By definition,your product owns 100% market share.
·You must explain to your customers what the product is ,what it’s for,and how they will use it.
·Your target users will likely NOT stop using a product when they start using yours,because no other products exist in the market.If they do stop using a product,it is one that is being replaced with a completely new product type,not a new product of the same(or similar)type.For example,the automobile replaced the horse-drawn carriage.
·Your technology is so dramatically new that the existing marketing is shattered.
·By definition,your product owns 100% market share.
·You must explain to your customers what the product is ,what it’s for,and how they will use it.
·Your target users will likely NOT stop using a product when they start using yours,because no other products exist in the market.If they do stop using a product,it is one that is being replaced with a completely new product type,not a new product of the same(or similar)type.For example,the automobile replaced the horse-drawn carriage.
如果你將要將一個(gè)新產(chǎn)品引入新市場(chǎng)：
·你的技術(shù)太牛B，現(xiàn)存市場(chǎng)秩序被打破
·你的商品理論上來(lái)說(shuō)占滿了該市場(chǎng)份額
·足夠新鮮，新鮮到你必須告知顧客這是什么，是干什么的，該怎么用
·你的目標(biāo)客戶很有可能在開(kāi)始使用你產(chǎn)品的同時(shí)繼續(xù)用現(xiàn)在使用的產(chǎn)品，因?yàn)檫€沒(méi)有出現(xiàn)更好的。如果他們真的停止使用現(xiàn)有的產(chǎn)品，那莪很可能是出現(xiàn)了一種完全新興的產(chǎn)品，而不是一個(gè)與前輩類(lèi)似的新產(chǎn)品。這種新型產(chǎn)品的例子之一就是代替了馬車(chē)的汽車(chē)。
·你的技術(shù)太牛B，現(xiàn)存市場(chǎng)秩序被打破
·你的商品理論上來(lái)說(shuō)占滿了該市場(chǎng)份額
·足夠新鮮，新鮮到你必須告知顧客這是什么，是干什么的，該怎么用
·你的目標(biāo)客戶很有可能在開(kāi)始使用你產(chǎn)品的同時(shí)繼續(xù)用現(xiàn)在使用的產(chǎn)品，因?yàn)檫€沒(méi)有出現(xiàn)更好的。如果他們真的停止使用現(xiàn)有的產(chǎn)品，那莪很可能是出現(xiàn)了一種完全新興的產(chǎn)品，而不是一個(gè)與前輩類(lèi)似的新產(chǎn)品。這種新型產(chǎn)品的例子之一就是代替了馬車(chē)的汽車(chē)。
EXISTING MARKET
現(xiàn)存市場(chǎng)
A new product entering an existing market is primarily attempting to steal market share from major market players.The new product isn’t trying to grow the market “pie”,as much as steal a “slice”.
In this market type,users will stop using a competitor’s product to use yours.They will use your product because it has compelling features and better product functionality,not because you are offering a dramatically lower price to a targeted group of price-sensitive users,or a specific set of functionality toward a group of users,or a specific set of functionality toward a group of users with unique needs.
In this market type,users will stop using a competitor’s product to use yours.They will use your product because it has compelling features and better product functionality,not because you are offering a dramatically lower price to a targeted group of price-sensitive users,or a specific set of functionality toward a group of users,or a specific set of functionality toward a group of users with unique needs.
毋庸置疑，新產(chǎn)品的市場(chǎng)進(jìn)入是為了與前輩爭(zhēng)奪市場(chǎng)份額。他們的目的不是擴(kuò)大市場(chǎng)規(guī)模，而是加入瓜分的隊(duì)伍。在這樣的市場(chǎng)條件下，消費(fèi)者可能會(huì)放棄原先的產(chǎn)品使用你的新產(chǎn)品，因?yàn)樗哂懈说奶匦院透霰姷墓δ?，而不是因?yàn)槟銥榱思?lì)價(jià)格導(dǎo)向性消費(fèi)者而給的價(jià)格有多么低。為特定人群開(kāi)發(fā)新產(chǎn)品和迎合客戶特殊需要而制作的產(chǎn)品也是同理。
