Category extension, business development accelerator（类别扩展,业务发展加速器）.doc

Category extension, business development accelerator ‘Category extends bigger strategy, ‘Chinese companies go beyond the international big way Compared with the international big Chinese companies both in terms of scale, brand strength and the ability to market, they are just a follower, not a leader. So, to achieve the multinational competition, Chinese enterprises should be how to do, will it be possible to achieve a strong position? As the international leader in the dominant position in the market, and it is difficult to carry out comprehensive competition in the overall market. Effective measures, the initiative to extend the category, select international brands do not have the advantage of favorable sub-category to enter, and focus its efforts on marketing, financial and other resources into the sub-category, and change the overall disadvantage for the local advantage, the construction of the sub-category become one’s own strong market, to become the first sub-category, and by a plurality of first category of accumulation, and ultimately the formation of the scale and brand advantages and multinational competition. I put this strategy, called ‘category extends bigger strategy.’ Shanghai unrestricted warfare Consulting Shen Zhiyong said: ‘The big category extension strategy,’ not only can help companies find new profit source, while the market can quickly cut, do large-scale. We use local first ‘category extends bigger strategy’ to open up new market segments, later opened up, not only do the first in a new market segment, we completed its historic mission, but the key is to make use of first, the first to win the overall. That new class subdivision of the ultimate goal, not only the first new class, but just want to cut through the first ‘new sub-category’ This segment of the market, tearing the market gap, to create a new class brand, the formation of a niche industry , then this niche industry as the basis, to the mass market expansion, event