书籍介绍
在线阅读本书
《Crossing the Chasm: Marketing and Selling Disrupti》:Moore provides an invaluable service to high-tech entrepreneurs and investors: he has identified the weak link in the marketing chain which makes the success of such ventures so unpredictable, and he outlines proven, specific techniques to address this challenge. At a time when the high-tech community in the U.S. cedes much of its once-held manufacturing advantage to the Far East and elsewhere, it is critical that these U.S.enterprises must retain superior marketing as a competitive advantage. Crossing the Chasm provides critical information for achieving this end.
用户评论
非常有意思
Great insights. I came to know the real constrain of pioneers.
作为指南性读物来说 很好读
要死要死的算是读完了。。。。
经典
Finally finished this book! It struck a deep chord to me as a marketing people working in high tech company. it demonstrates quite a disputable fact which overturned the basic or even entrenched assumptions on the life cycle of the technology adoption, and delivers practical methodology to cope with the chasm. Splendid! learnt a lot!
细分市场的章节非常好
本书针对颠覆性高科技产品的marketing，也可应用于新技术向传统产业的销售。讲到了科技产品对市场各个阶段的渗透不是平滑的，在early adopter和early majority之间，因为其关注点和参考的人群的断层，不能自然地进行渗透。因此，需要跨越鸿沟，先通过4个主要判断因素和5个次要判断因素，来选择首先要攻破的较小市场板块，建立绝对领先地位。集中精力，打造完整产品，确立对产品定义、对市场/产品替代方案的相对定位、选择合适的渠道和定价，来攻破市场板块。攻破该市场板块后，再以类似的方式攻破邻近的市场板块。此后，则已跨越了鸿沟，可以将产品标准化，面向大众市场。投资者要意识到鸿沟的存在，对初创公司阶梯型增长模式有合理预期，同时在做出投资决策前也要考虑初创公司是否有清晰合理的跨越鸿沟方案
Insightful framework, yet disastrous writing style with sick humor...
主要理解了chasm模型的基本概念，但是英文版本的词汇像是20年前的 过于晦涩难懂，大部分都是翻过去的 没有读懂。it deserves the second time