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狼者,独而有力,聚而有序。企业的产品战略也当如此。有大单品独当一面,有品类矩阵纵横捭阖。100多年前,达尔文用一棵大树来描述自然界中物种不断分化、不断渐变的演化过程,并称之为“生命之树”。这种由单一到丰富的演进过程在商业界也不断地发生着:企业经由品类创新建立发展出一个主导性的品牌,它成为大树的主干,也就是最初的大单品。经过进一步的分化,新的产品从原先的主干品类上生长出来,并逐渐长粗长壮,它们成为主要的分枝。
Wolf, powerful, poly and orderly. The same is true of the company’s product strategy. A large single product alone, there is a category matrix vertical and horizontal 捭 阖. More than 100 years ago, Darwin used a large tree to describe the continuously differentiated and gradual evolution of species in nature and call it “the tree of life.” This single to rich evolution continues to occur in the business world as well: As companies create a dominant brand through innovation in categories, they become the backbone of the tree, the first of its kind. After further differentiation, the new products grew out of their original trunk category and grew thicker and longer, making them major branches.