破解品类误区管理（Crack management of category mistakes）.docVIP

破解品类误区管理（Crack management of category mistakes） With category (category: Chinese enterprises should make strategic innovation category and category as the core strategy of the enterprise, now the industry category of innovation, new products constantly emerging, in the IT industry, touch screen computers, electronic reader attention; In the mobile phone industry, smartphone, music and even female mobile phones have been launched after the camera phone. Beverage industry category innovation more grab an eye, and high-end mineral water, fruit juice, energy drinks have been listed, now first class marketing agency service of automatic cooking machine is a new category, worthy of attention! In discovering and creating category processes, business owners tend to misinterpret the categories, and now make a stocktaking of misinterpretation. Mistake 1: mistake fusion for new category Differentiation is the trend of the development of the category, any industry or category to get growth, differentiation is the mainstream, fusion is the case, instead of directly is little little, similarly is: first class marketing service automatic cooking machine is now directly replace the can replace the traditional frying pan and stoves and lampblack machine and microwave oven kitchen big 】. So differentiation is a big trend, in the bottled drinks sector, initially carbonated beverages, and then bottled water and bottled tea. Bottled water and bottled tea are also divided into green tea, black tea and oolong tea. Bottled water is used to separate mineral water from the original purified water. However, some companies clearly prefer the concept of opposites: convergence, because fusion is more creative and imaginative. Because of this, wahahas other fusion new categories have ended in failure, including: coffee cola, coffee and coke, beer and tea -- the combination of beer and green tea! The fusion of innovative products has been happening in all industries, but has rarely been successful