Unlike Lu Chang-quan and cutting marketing.docVIP

 PAGE \* MERGEFORMAT 24 Unlike ‘Lu Chang-quan’ and ‘cutting marketing’ In the ‘cutting marketing From .com’ theory, the essence of the theory is the category most cutting method, the so-called category cut the road a long full teacher’s explanation is: Is from the perspective of competition in the mind of consumers that can be set aside in a strong consumer acceptance, while avoiding new class competitors to win a rare growth in space and time. This is the weakness of resources on one hand, strong competition, the most effective forms of competition. LU Chang-wide teacher depicts a category in the original, the re-classified into a new class, this new class, once won the growth of space and time, will be able to grow into a new class, the original category will be able to form an effective cutting . I very much admire the way the teacher the whole length of ‘cut’ theory points clear and sharp, but also can not entirely agree with his definition of the theory for the cut in this and have no intention to correct the teacher’s point of view the whole long way, but feel that cutting method can continue to deepen the , ‘cut’, with ‘breakdown’ can not be confused with the concept. ‘Cut’ with the ‘breakdown’ difference is that: ‘cut’ the former category, not necessarily need to train carved out of the new class, ‘cut’ of the essence, just that ‘cutting’ of the knife inside, which ‘cut’ is sufficient boost sales. If you cut out Zaiqu train new class, then become a ‘broken down’ method. Anti-off type of shampoo are ‘broken down’ concept. While the ‘anti-women, shampoo off’ is a ‘cut points’. The former reason is that after a certain period of market growth to foster a ‘market segments’, which is to cut down the middle of this market segment for the two of them, and can not be cut down, and in market segments where the concept of unlimited subdivision , there can be anti-dandruff shampoo, you can have hair loss shampoo, can be baked oil shampoo ... ... ‘Cut’ metho