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从长远看,任何市场都终将变为两匹马的竞争。最初,某种新类型产品在市场中的地位如同一个多级的梯子,逐渐地,这个梯子就变成了只有两级的梯子。电池业的两个主要竞争对手是永备和经久电池公司;胶卷业为柯达与富士;租车业是赫茨与阿维斯;漱口水为李施德林和斯考波;快餐业是麦当劳与汉堡大王;运动鞋为耐克与锐步;牙膏为佳齿与高露洁。当你对市场营销进行总体考察时会发现,市场上最终将形成两家大公司进行竞争的局面——其中一家生产可信赖的老牌号产品,另一家则为后起之秀。回顾1969年时的情景,那时饮料一般有三种主要牌号。其中可口可乐占有市场份额的60%,居于第二位的百事可乐占有25%。而居于第三位的皇冠可乐则占有6%,剩下
In the long run, any market will eventually become a competition between two horses. Initially, the status of a new type of product in the market is like a multi-level ladder. Gradually, this ladder becomes a ladder with only two levels. The two main rivals in the battery industry are Yongpan and Journey Battery Company; the film industry is Kodak and Fuji; the car rental industry is Hertz and Avis; the mouthwash is Lishidelin and Skorpo; the fast food industry is McDonald’s and Burger King. Sports shoes for Nike and Reebok; toothpaste for the best teeth and Colgate. When you conduct an overall survey of marketing, you will find that the market will eventually form a situation in which two large companies compete - one of which produces a reliable old product, and the other a rising star. Looking back at the situation in 1969, there were generally three major brands of beverages. Among them, Coca-Cola holds 60% of the market share, and Pepsi, which is the second, holds 25%. And in third place Crown Cola holds 6%, leaving