上一篇:《企业家指导你发展客户》概念解析4:企业类型

Market Type
市场类型

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.
简而言之:Steve Blank定义的三种不同的商品市场类型:包括现存市场、重新细分的市场以及新兴市场。

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.
如果你将要将一个新产品引入新市场:
·你的技术太牛B,现存市场秩序被打破
·你的商品理论上来说占满了该市场份额
·足够新鲜,新鲜到你必须告知顾客这是什么,是干什么的,该怎么用
·你的目标客户很有可能在开始使用你产品的同时继续用现在使用的产品,因为还没有出现更好的。如果他们真的停止使用现有的产品,那莪很可能是出现了一种完全新兴的产品,而不是一个与前辈类似的新产品。这种新型产品的例子之一就是代替了马车的汽车。

EXISTING MARKET
现存市场

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.
毋庸置疑,新产品的市场进入是为了与前辈争夺市场份额。他们的目的不是扩大市场规模,而是加入瓜分的队伍。在这样的市场条件下,消费者可能会放弃原先的产品使用你的新产品,因为它具有更吸引人的特性和更出众的功能,而不是因为你为了激励价格导向性消费者而给的价格有多么低。为特定人群开发新产品和迎合客户特殊需要而制作的产品也是同理。

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