著名营销学家菲利普·科特勒对市场营销中的产品竞争作过这样的描述:“市场的胜利者是那些认真分析市场需要、辨别时机和为目标顾客创造超越竞争对手的富有价值的各种产品的人。”一个企业最重要的挑战是竞争。竞争缩短了企业产品的生产周期,从而决定了谁在新产品开发方面走在前列,谁就能赢得优势。在现有市场上,一种新产品导入,竞争对手的反应与消费者反应同样引人注目,原有的市场态势被打破,竞争同 The famous marketing scientist Philip Kotler described this product competition in marketing: “The winners of the market are those who carefully analyze market needs, identify timings and create value for each of their target customers. People who produce products." One of the company’s most important challenges is competition. Competition has shortened the production cycle of the company’s products, which has determined who is in the forefront of new product development and who will win. In the existing market, introduction of a new product, competitor’s reaction and consumer reaction are equally compelling, the original market situation is broken, competition is the same