Different 在线电子书 图书标签: 思维 商业 商业模式 市场营销 创新 经济 Innovation 战略
发表于2025-03-16
Different 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2025
提出了很好的企业和产品定位思路,具体方式还需要更多深入的思考。
评分很有意思的书。把市场营销上升到一个哲学的高度。逆向战略品牌告诉我们减法创新,敌意品牌告诉我们用分化来占有市场份额,而跨越行业的品牌交给我们如何通过“正名”的方式把不利转化为有利,譬如把“机器人”变成“宠物”,“尿不湿”变成“内裤”。更有意思的是作者对市场调研这种行为本身的质疑。事实上确实如此,加剧的竞争让企业通过市场调查和竞争调研弥补自己的短板,加快了commoditization的过程。事实上更重要的是增加自己的长板以确保产品差别化。另外,对于创意想法,不要上来就否定。给自己几分钟找一找肯定的理由,天才与疯子只在一念之间。创造稀缺性,坚守大创意,非常人性化,是成功市场营销的三个重点。与其虚与委蛇地大肆差异化,不如真诚实在地做些人们不常做的,被忽略的,而又有道德价值的事情。
评分分析起來容易,做起來難。
评分明明是经营学的书,却读出了从自己出发的味道。比方说,如何实现差别化,不是通过竞争,而是如何跳出竞争的论述。很有滋味。我禁不住想到演讲,这个让我长久以来竞争不息的主题。但是,竞争的意义呢?居然似乎是——我被异质同质化了么?同时,试回想,我18年来只为一个人的演讲拼命鼓掌到手红。那是怎样的演讲,怎样的飞扬和跋扈。我并没有在梦乡,让一行行诗显得荣耀。但在亲眼目睹那种自信,充盈和英姿风发的时候,我认为那就是演讲舞台上完全的脱却。我应当始终记着我在朝着这个目标前进,靠近。有一天我会做得更棒。我一定可以。
评分明明是经营学的书,却读出了从自己出发的味道。比方说,如何实现差别化,不是通过竞争,而是如何跳出竞争的论述。很有滋味。我禁不住想到演讲,这个让我长久以来竞争不息的主题。但是,竞争的意义呢?居然似乎是——我被异质同质化了么?同时,试回想,我18年来只为一个人的演讲拼命鼓掌到手红。那是怎样的演讲,怎样的飞扬和跋扈。我并没有在梦乡,让一行行诗显得荣耀。但在亲眼目睹那种自信,充盈和英姿风发的时候,我认为那就是演讲舞台上完全的脱却。我应当始终记着我在朝着这个目标前进,靠近。有一天我会做得更棒。我一定可以。
Youngme Moon is the Donald K. David Professor at Harvard Business School. One of HBS’s most popular teachers, Dr. Moon has received the Student Association Faculty Award for teaching excellence on multiple occasions. Dr. Moon’s research focuses on innovative consumer-marketing strategies and her work has been published widely, including in Harvard Business Review.
Review
“...to give a bullet-point summation of takeaways is to deny the real value of this lovely book.”--Harvard Business Review
Product Description
Why trying to be the best … competing like crazy … makes you mediocre
Every few years a book—through a combination of the author’s unique voice, storytelling ability, wit, and insight—simply breaks the mold. Bill Bryson’s A Walk in the Woods is one example. Richard Feynman’s “Surely You’re Joking, Mr. Feynman!” is another.
Now comes Youngme Moon’s Different, a book for “people who don’t read business books.” Actually, it’s more like a personal conversation with a friend who has thought deeply about how the world works … and who gets you to see that world in a completely new light.
If there is one strain of conventional wisdom pervading every company in every industry, it’s the absolute importance of “competing like crazy.” Youngme Moon’s message is simply “Get off this treadmill that’s taking you nowhere. Going tit for tat and adding features, augmentations, and gimmicks to beat the competition has the perverse result of making you like everyone else.” Different provides a highly original perspective on what it means to offer something that is meaningfully different—different in a manner that is both fundamental and comprehensive.
Youngme Moon identifies the outliers, the mavericks, the iconoclasts—the players who have thoughtfully rejected orthodoxy in favor of an approach that is more adventurous. Some are even “hostile,” almost daring you to buy what they are selling. The MINI Cooper was launched with fearless abandon: “Worried that this car is too small? Look here. It’s even smaller than you think.”
These are players that strike a genuine chord with even the most jaded consumers. In fact, almost every success story of the past two decades has been an exception to the rule. Simply go to your computer and compare AOL and Yahoo! with Google. The former pile on feature upon feature to their home pages, while Google is like an austere boutique, dominating a category filled with “extras.”
迷失在产品丛林 有一个发明人,发明了一种可以在石板、瓷砖、玻璃、纺织品、木板等各种材质上打印的彩色打印机,参加了2012年9月在大连举行的第八届国际专利技术与产品交易会、11月在昆山举行的第七届国际发明展览会,现场提供照片(网络下载或手机下载),现场在各种尺寸大小...
评分 评分As a person who have zero experience with marketing, someone with more of a consumer's than a business person's perspective, I find this book a nice introduction to the marketing world. Competitive herding, as the author called it, nicely characterizes the...
评分我们总是希望在知识型书籍中获得某种概括性的核心理念,作者则向我们展现了另一种解读的方式。关键词:逆向品牌、超越领域品牌、敌意品牌,稀少、大差异、人性化。看,我又开始概括了~ 喜欢"作者以<猎人与啄木鸟>的故事比喻自己做学问"的态度。"重要的不是你看到的风景,而...
评分这些天读了《哈佛商学院最受欢迎的营销课》这本书,这是非常好的一本书,它不仅仅在讲营销,它也在说营销背后的一些东西。下面就此书其中的一些观点发表一下我的看法。 评价标准是一个很重要的导向,学生时代,应试教育下分数是我们的评价标准,一个学生是不是好学生用他的分数...
Different 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2025