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1、中国企业的品类战略2010,accompaniedbycategory(categorytopics):FivemisunderstandingsofcategoryinnovationinEnterprisesAndtheenterprisecategoryinnovationboomcorrespondingis,becauseofthelackofcorrectunderstandingandtinderstandingofcategorystrategy,someenterprisesarecaughtinvariousmisunder
2、standings:Misunderstanding1:creatingnewcategorieswithintegrationDifferentiationisthedrivingforceofcommercialdevelopment,butalsotheinevitabletrendofthedevelopmentofcategory,anyindustryorcategorytogrow,itisnecessarytodifferentiation,ratherthanintegration.Differentiationistakin
3、gplaceinallareas,inthefieldofbottledbeverages,initiallycarbonateddrinks,andthenbottledwaterandbottledteabeveragesappear・Bottledwaterandbottledteabeveragesalsodifferentiate,differentiategreentea,blacktea,oolongteaandsoon.Bottledwaterisseparatedfromtheoriginalpurewaterbyminera
4、lwater,mineralwater・Today,mineralwateralsofurtherdifferentiation,differentiationofhigh-endmineralwater・However,somecompaniesclearlyprefertheoppositeofdifferentiation:integration,becausetheconceptofintegrationismorecreativeandimaginative・AfterthesuccessofWahaha，snutritionexpr
5、esslineinthedomesticmarket,manyenterprises,includingWahahaitself,regarditasthesuccessoftheintegrationcategoryinnovation,whichisamisunderstanding.Infact,beforethenutritionexpressline,fruitjuiceandmilkproducts-earlyglobalbrandnetwork-hasbeenborn,thatis,domesticmilkenterprisesh
6、avelaunchedthe，zflavorin订k〃，butthisproducthasnotbeensuccessful.Intheconsumer'sperception,thenutritionfastlineasanutritiousdrink,ratherthanjuicemilk・Becauseofthis,otherfusionnewcategoryofWahahalaunchedallendedinfailure,including:fusioncoffeeCola-coffeeandcola,beercatechucoolb
7、eer--FusionandfusionGreenTea,milkcoffee-milkandcoffee・EvenCocaColaCoalsolostandlonely,addteainSprite,alsowithoutsuccess・Asamatteroffact,thepracticeofcategoryinnovationwithintegrationistakingplaceineveryindustry,butwithlittlesuccess・The3Cfusionintheapplianceindustrywasintrodu
8、ceddecadesago,andMicrosofthasspentbillionsofdollarsonitwithoutanyprogress・D
