Rees China- Do not category strategy too seriously.doc

 PAGE \* MERGEFORMAT 6 Rees China: Do not ‘category strategy’ too seriously Due to my colleagues to promote, and got Rees in China with partner companies ‘sales and marketing for’ release ‘category strategy - how to create brands of Chinese enterprises’ other books, throughout the reading down, rather like a fishbone stuck in the throat, the feeling I have to cough! Ries and Trout on positioning theory, I believe the industry is familiar with. 2 Mr. From EMKT. for contribution to the theory of marketing has been praised for the people of the world, but based on the location of other copies of this theory, because in the framework of the overall design of a common-sense low-level error, so the theory itself is sour, even Many of the text in the shining point of view, it will inevitably become fragmented and cluttered up. A, ‘history, the greatest impact on the U.S. market the concept of’ so what? Do not book a whole from ‘positioning theory’ has been named the American Marketing Association of the ‘greatest impact on the U.S. market the concept of’ start. In fact, this is quite a fineness of honor, and unfortunately got caught up by it for himself a heavy yoke. Along the root pole, the author’s thinking, climbed a supercilious level. Reading between the lines seemed to do the brand category is to do a successful brand is a category well, unsuccessful brand category is certainly not doing a good job! Especially funny is that they will create a brand successful companies in the world is divided into A mode and the method of J model, and got a lot of data to prove the theory in line with category A model is the only option to success, while the J model is the decay must be doubt. I will not speak, Hitachi and other companies did not earn much will it be possible to conclude that because of the so-called J-brand strategy, but the authors to prove his theory is correct, actually forgot the distribution of the two camps of the most successful example of a typical