Trade-Off

出版者:Crown Business

作者:Kevin Maney

页数:240

出版时间:2009-9-15

价格:USD 23.00

装帧:Hardcover

isbn号码:9780385525947

图书标签:商业思维方式营销经济读物

Why did the RAZR ultimately ruin Motorola? Why does Wal-Mart dominate rural and suburban areas but falter in large cities? Why did Starbucks stumble just when it seemed unstoppable? The answer lies in the ever-present tension between fidelity (the quality of a consumers experience) and convenience (the ease of getting and paying for a product).

In Trade-Off, Kevin Maney shows how these conflicting forces determine the success, or failure, of new products and services in the marketplace. He shows that almost every decision we make as consumers involves a trade-off between fidelity and convenience between the products we love and the products we need.

Rock stars sell out concerts because the experience is high in fidelity - it cant be replicated in any other way, and because of that, we are willing to suffer inconvenience for the experience. In contrast, a downloaded MP3 of a song is low in fidelity, but consumers buy music online because its super convenient.

Products that are at one extreme or the other - those that are high in fidelity or high in convenience - tend to be successful. The things that fall into the middle-products or services that have moderate fidelity and convenience fail to win an enthusiastic audience.

Using examples from Amazon and Disney to People Express and the invention of the ATM, Maney demonstrates that the most successful companies skew their offerings to either one extreme or the other - fidelity or convenience -i n shaping products and building brands.

读后感

不论是高体验度还是高便利性，不论作者的观点是对是错，关键这书给我们一个启发：企业定位很重要，关系到企业的生死存亡。 便利性和体验度是动态转换的，市场具有交互性和互动性，所以企业必须不管追求进步去适应它，任何高便利性或高体验度都是暂时的。

不论是高体验度还是高便利性，不论作者的观点是对是错，关键这书给我们一个启发：企业定位很重要，关系到企业的生死存亡。 便利性和体验度是动态转换的，市场具有交互性和互动性，所以企业必须不管追求进步去适应它，任何高便利性或高体验度都是暂时的。

作者阅历丰富，眼光不错，书中涉及到的案例众多，可是内容的呈现显得比较凌乱，可惜了。常说巧妇难为无米之炊，但是光有好的食材，也不一定做得了一桌好菜。 权衡什么？作者的核心观点是体验度和便利性。就像鱼与熊掌不能得兼，对于大多数公司而言，尤其是初创的科技企业而言...  

不论是高体验度还是高便利性，不论作者的观点是对是错，关键这书给我们一个启发：企业定位很重要，关系到企业的生死存亡。 便利性和体验度是动态转换的，市场具有交互性和互动性，所以企业必须不管追求进步去适应它，任何高便利性或高体验度都是暂时的。

不论是高体验度还是高便利性，不论作者的观点是对是错，关键这书给我们一个启发：企业定位很重要，关系到企业的生死存亡。 便利性和体验度是动态转换的，市场具有交互性和互动性，所以企业必须不管追求进步去适应它，任何高便利性或高体验度都是暂时的。

用户评价

又是一页纸能搞定的写了一本书

又是一页纸能搞定的写了一本书

高质感（苹果产品，让人喜爱），超便利（价格低，方便，如卫生纸，让人需要），这两者取其一，而且只需要一就可以成功。

高质感（苹果产品，让人喜爱），超便利（价格低，方便，如卫生纸，让人需要），这两者取其一，而且只需要一就可以成功。

高质感（苹果产品，让人喜爱），超便利（价格低，方便，如卫生纸，让人需要），这两者取其一，而且只需要一就可以成功。