最近,营销大师阿尔·里斯在其专栏发表了《品类第一,品牌第二》一文,一直视品牌为企业竞争的核心竞争力的里斯,提出占据品牌背后的品类才是市场营销最终的目的。在当今市场变化迅猛的年代,新的品类不断涌现,如果企业没有及时抓住占据品类的有利时机很可能将被市场所抛弃。而里斯这一最新观点也与《蓝海战略》所提出的“蓝海”有种某种类似之处,下面是该文的一些观点。 Most recently, marketing guru Al Reese published a column entitled “Category First, Brand Second” in his column, which has always regarded the brand as the core competency of business competition, and proposed that the category behind the brand is the ultimate goal of marketing. In today’s rapidly changing market, new categories continue to emerge, if the company did not seize the favorable opportunity to occupy the category is likely to be abandoned by the market. The latest view of Reese also has some similarities with “Blue Ocean” proposed by “Blue Ocean Strategy.” Here are some of the views of this article.