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李永斌在《不要盲目追求市场份额》一文中指出,片面追求市场份额往往会适得其反。美国派克牌金笔是世界知名品牌。在高档次、高质量钢笔市场上一直具有较高的信誉度。后来,该企业放弃高档次名品钢笔的生产,介入几元一支的低档钢笔市场竞争,迅速扩大派克笔的产量,以图提高市场份额,结果在市场竞争中败北。深刻教训使派克公司不得不调整名牌战略,重新回到高档和限量竞争上来。恢复了“派克笔就是高档笔”这种在消费者心中的概念,才走出了困境。
In his article “Do not blindly pursue market share,” Li Yongbin pointed out that one-sided pursuit of market share tends to be counterproductive. The United States Parker gold pen is a world famous brand. In high-grade, high-quality pen market has always had a high degree of credibility. Later, the company abandoned the production of high-end designer fountain pens and intervened in a few yuan of low-end pen market competition, rapidly expanding Parker pen production in an attempt to increase market share, the result of defeat in the market competition. Profound lessons to Parker companies have to adjust the brand strategy, back to high-end and limited competition. Recovery of the “Parker pen is a high-end pen” in the minds of consumers in the concept before it got out of the woods.