商业界由两种类型的人或企业构成,一类是大的,经营多样化的全才;另一类是小的,专营某一方面的专才。如果商标扩展和多样化经营是有效的市场营销战略的话,你应当看到全才们在占上风。但实际上并非如此,他们中大多数都遇到了麻烦。全才是软弱的。以克拉夫特公司为例,大家都知道卡夫是个很知名的商标。在果冻和果酱市场中,克拉夫特只占有9%的份额,而斯马克公司则占有35%的份额。“卡夫”意味着各种食品,而“斯马克”则只意 The business community consists of two types of people or businesses, one is a large, diversified and all-encompassing talent; the other is a small, specialized specialist in one area. If trademark expansion and diversification are effective marketing strategies, you should see that the all-inclusive are gaining the upper hand. But actually it is not the case, and most of them have trouble. All is weak. For example, Kraft company, we all know that Kraft is a very well-known trademark. In the jelly and jam markets, Kraft only holds a 9% share, while Smack holds a 35% share. “Kraft ” means a variety of foods, and “Smark ” is only intended