市场渗透与市场发展之间的差异

Key Difference – Market Penetration vs Market Development

Market penetration and market development are two quadrants in the Ansoff’s growth matrix developed by H. Igor Ansoff in 1957, the other two being product development and diversification. Ansoff’s growth matrix demonstrates 4 ways in which a company can expand and grow. The key difference between market penetration and market developments is thatmarket penetration is a strategy in which the company sells existing products in the existing market in order to obtain more market sharewhereasmarket development is a strategy in which the company sells existing products in a new market.

内容
1.Overview and Key Difference
2.什么是市场渗透
3.What is Market Development
4.Side by Side Comparison – Market Penetration vs Market Development
5.概括

什么是市场渗透?

Market penetration is a strategy where the company sells existing products in the existing market in order to obtain more market share. This is a highly competitive strategy that can provoke competitors, thus is called a ‘red ocean strategy’.

例如。McDonald’s introduced McCafe by offering roasted and good coffee for an affordable price and was adopting an aggressive市场策略against Starbucks.

市场渗透策略

Below are some of the ways in which a market penetration strategy can be implemented.

• Price Adjustment

这是使用最广泛的市场渗透方法之一。通过降低价格，该公司可以增加销量，从而导致更高的市场份额。

• Product Promotion

这是指通过有效的广告增加销量的增加。促销策略可用于将公司产品与竞争对手区分开。一些公司每年在广告预算上花费大量资源。

• 分销渠道

寻找新的分销渠道可帮助公司增加对客户的影响力。例如，如果该公司当前仅在实体商店中出售产品，则可以扩展以创建在线商店。

What is Market Development?

市场发展是一种增长策略，可确定并开发当前产品的新市场细分。当前竞争对手在这种方法中的影响很低，因此称为“blue ocean strategy’.

市场发展策略

A market development strategy can be implemented mainly through the following ways.

• 通过进入一个新地理市场

这是一种主要采用的策略multinationalcompanies to expand their businesses. Expanding into a new geographical market requires significant investment and proper analysis of the potential market prior to making the initial investment since this is a risky way of business expansion. Sometimes entering into a new geographical market can be restricted in some countries. In that case, companies can consider amerger or a joint ventureto enter such markets.

例如。1961年，雀巢进入尼日利亚，作为公司战略的一部分，以减少对发达国家的关注，并增加对发展市场的关注。

• By targeting new customers in new segments

如果可以为现有产品获得新的客户细分市场，则相当于市场开发。

例如。After Johnson’s baby products became a popular choice for babies, the company started advertising the products for adults under the tagline “Best for the baby-Best for you.”

What is the difference between Market Penetration and Market Development?

Market Penetration vs Market Development
市场渗透是公司在现有市场中销售现有产品以获得更多市场份额的策略	Market development is a strategy in which the company sells existing products in a new market.
战略
Market penetration is referred to as a red ocean strategy.	市场发展被称为蓝海战略。
风险
Market penetration is relatively a low risk strategy since the products are sold in familiar markets	High risk is inherent in Market development strategy as the company is entering into unfamiliar markets.
Type
Price adjustments, promotional strategies, and new distribution channels are types of market penetration	Entering a new geographical market or targeting new customers in new segments are ways in entering into new markets.

概括– Market Penetration vs Market Development

The difference between market penetration and market development depends on whether the existing products are offered in higher volumes in the existing market (market penetration) or in a new market (market development). Suitable strategy to adopt for expansion depends on thecorporate strategy尽管两种策略都有自己的利益和局限性。市场渗透策略是一种竞争激烈的策略，如果以积极的方式挑衅竞争对手，公司可能会损害自身。这种影响在市场发展策略中较低；但是，进入新市场的风险必须通过对政治，经济和社会因素进行适当评估来最小化。

Reference:
1.”Market Penetration Strategy.” Ansoff Matrix – Market Penetration Strategy. N.p., n.d. Web. 01 May 2017.
2.作家，叶子组。“渗透策略的例子。”chron.com。Chron.com，2016年10月26日。2017年5月1日。
3.”How to Choose a Market Development Strategy.” OnStrategy. N.p., n.d. Web. 01 May 2017.

Image Courtesy:
1. ParentingPatch的“ Johnson的婴儿产品货架” - 自己的作品，CC BY-SA 3.0）Commons Wikimedia