一种曾经十分冠冕堂皇的发展途径,如打折、返利、给优惠券等,曾一度像野草一样到处蔓延。但它也可以是有害的。这一理论听起来很吸引人:如果你杀价并做足够的广告——换句话说,就是贿赂潜在的客户——接着你就能增加销售量、扩大市场份额、提高你的收益。但是收买市场份额就像收购一家公司一样,常常只不过是短见之举——它贬低而不是增加了你的品牌价值。 A once-crowded development approach, such as discounts, rebates, coupons, etc., once spread like weeds. But it can also be harmful. This theory sounds appealing: if you bargain and do enough advertising—in other words, bribing potential customers—you can then increase sales, increase market share, and increase your earnings. But buying market share is like buying a company, and it’s often just a short-sighted move — it devalues ​​rather than increases your brand value.