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当宝丽来、柯达、诺基亚等大品牌随着品类的衰落而衰落甚至消苹果等企业借助开创新品类而壮大时,“品类”和“品类创新”被越来越多的企业所关注。如果你问19世纪末20世纪初的人要什么,他们绝不会说是汽车,而会说要一匹跑得更快的马。如果你问20世纪末21世纪初的人要喝什么酒,他们绝不会说出具体的口感,而会说浓、酱、清等一系列香型。
When Polaroid, Kodak, Nokia and other big brands decline with the decline of the category or even eliminate the apple and other enterprises by creating new categories and expand, “category ” and “category innovation ” by more and more companies are concerned about . If you ask people in the late nineteenth and early twentieth century what they want, they will never say a car, but rather a horse that runs faster. If you ask people who want to drink wine in the late 20th century and the early 21st century, they will never say a specific taste, but will say a series of scent such as concentrated, sauce and clear.