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杰克·特劳特的《定位》一书中,有一条关于行业市场的著名论断:每个行业都有一个强大的胜者和一群失败者。在一个发展比较成熟的行业,你会发现,总有一家企业能占到差不多六七成的市场份额,另外一家或多家企业分享余下的三成。而且,这个比例不会轻易改变。比如软饮料行业的可口可乐、计算机行业的IBM(卖掉PC业务之前)、汽车行业的通用汽车、快餐行业的麦当劳、复印机行业的施乐……这样的例子,举不胜举。
In Jack Trout’s book Positioning, there is a well-known assertion about the industry’s markets: Every industry has a strong winner and a bunch of losers. In a more mature industry, you will find that there is always one company that can account for about 60% of the market share and one or more other companies share the remaining 30%. Moreover, this ratio will not change easily. Such as Coca-Cola in the soft drinks industry, IBM in the computer industry (before selling the PC business), General Motors in the automotive industry, McDonald’s in the fast food industry, Xerox in the copier industry ... and beyond.