{"id":46706,"date":"2025-04-24T10:00:32","date_gmt":"2025-04-24T02:00:32","guid":{"rendered":"https:\/\/www.bschool.cuhk.edu.hk\/chi\/?p=19195"},"modified":"2026-09-17T19:46:58","modified_gmt":"2026-09-17T11:46:58","slug":"stay-niche-for-better-branding","status":"publish","type":"post","link":"https:\/\/www.bschool.cuhk.edu.hk\/chi\/stay-niche-for-better-branding\/","title":{"rendered":"Niche\u5b9a\u4f4d\u4ee5\u63d0\u5347\u54c1\u724c\u5f62\u8c61"},"content":{"rendered":"<p>\u70ba\u4e00\u9593\u516c\u53f8\u7684\u54c1\u724c\u5b9a\u4f4d\u53ef\u4ee5\u662f\u4e00\u500b\u8907\u96dc\u7684\u904e\u7a0b\uff0c\u5c24\u5176\u5728\u73fe\u4eca\u7684\u74b0\u5883\uff0c\u5373\u4f7f\u662f\u9802\u5c16\u540d\u724c\u4ea6\u4e0d\u6613\u53d6\u5f97\u5e02\u5834\u4e3b\u5c0e\u5730\u4f4d\u3002Louis Vuitton \u7684\u6bcd\u516c\u53f8LVMH \u96c6\u5718\uff0c\u4ee5\u53ca\u64c1\u6709GUCCI \u3001Bottega Veneta \u7b49\u54c1\u00a0 \u724c\u7684Kering \uff0c\u5728\u4e2d\u570b\u7684\u92b7\u552e\u984d\u5747\u51fa\u73fe\u5927\u5e45<a href=\"https:\/\/jingdaily.com\/posts\/china-headwinds-buffet-kering-lvmh-s-profitability\">\u4e0b\u6ed1<\/a>\uff0c\u9808\u8981\u8a2d\u6cd5\u61c9\u5c0d\u6d88\u8cbb\u840e\u7e2e\u7684\u5f62\u52e2\u3002<\/p>\n<p>\u9762\u5c0d\u7d93\u6fdf\u4e0b\u884c\uff0c\u4f01\u696d\u70ba\u5c0b\u8993\u6a5f\u9047\uff0c\u81ea\u7136\u6703\u8003\u616e\u5230\u5411\u4e3b\u6d41\u9760\u650f\u3002\u7136\u800c\uff0c\u662f\u5426\u8fce\u5408\u5927\u773e\u6240\u597d\u4fbf\u80fd\u4fdd\u8b49\u6210\u529f\uff1f\u6700\u8fd1\u4e00\u9805\u7814\u7a76\u63ed\u793a\u4e86\u54c1\u724c\u5982\u4f55\u53ef\u901a\u904e\u7b56\u7565\u6027\u5b9a\u4f4d\uff0c\u5f15\u5c0e\u4eba\u5011\u7684\u6d88\u8cbb\u9078\u64c7\u3002<\/p>\n<p>\u300c\u5c0d\u65bc\u54c1\u724c\u800c\u8a00\uff0c\u5982\u4f55\u5b9a\u4f4d\u662f\u4e00\u500b\u975e\u5e38\u91cd\u8981\u7684\u6c7a\u5b9a\u3002\u96a8\u8457\u79d1\u6280\u767c\u5c55\uff0c\u5e02\u5834\u4ee5\u53ca\u6d88\u8cbb\u8005\u7684\u53e3\u5473\u4ea6\u5728\u4e0d\u65b7\u8b8a\u5316\uff0c\u300d\u9999\u6e2f\u4e2d\u6587\u5927\u5b78 (\u4e2d\u5927) \u5546\u5b78\u9662\u5e02\u5834\u5b78\u7cfb\u526f\u6559\u6388<a href=\"https:\/\/www.bschool.cuhk.edu.hk\/staff\/ke-tony\/\">\u67ef\u7279<\/a>\u6307\u51fa\u3002\u300c\u6211\u5011\u7d93\u5e38\u89c0\u5bdf\u5230\uff0c\u4e00\u4e9b\u54c1\u724c\u70ba\u8ffd\u9010\u6f6e\u6d41\u800c\u63a8\u51fa\u65b0\u7522\u54c1\u7cfb\u5217\u3002\u9019\u6703\u9020\u6210\u7522\u54c1\u8207\u54c1\u724c\u5b9a\u4f4d\u4e4b\u9593\u7684\u843d\u5dee\uff0c\u5c0e\u81f4\u54c1\u724c\u7a00\u91cb\u4f5c\u7528\u3002\u300d<\/p>\n<p><iframe loading=\"lazy\" title=\"#CBKOnlinesSeries | Stay niche for better branding\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/nrLb_PHL2kQ?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p>\u54c1\u724c\u5b9a\u4f4d\u9700\u8981\u8b39\u614e\u7684\u898f\u5283\u3002\u5c31\u6b64\uff0c\u67ef\u6559\u6388\u8207\u8036\u9b6f\u5927\u5b78\u6559\u6388\u7533\u667a\u52c7 (Shin Jiwoong) \uff0c\u53ca\u97d3\u570b\u79d1\u5b78\u6280\u8853\u9662\u52a9\u7406\u6559\u6388\u67f3\u6b63\u67f1 (Yu Jungju)\uff0c\u5728\u984c\u70ba<a href=\"https:\/\/pubsonline.informs.org\/doi\/full\/10.1287\/mksc.2022.1424#s6\">\u300a\u7522\u54c1\u7cfb\u5217\u8a2d\u8a08\u6a21\u578b\uff1a\u901a\u904e\u54c1\u724c\u5b9a\u4f4d\u5f15\u5c0e\u6d88\u8cbb\u8005\u641c\u5c0b\u300b<\/a>\u7684\u65b0\u8ad6\u6587\u4e2d\u63d0\u51fa\u4e86\u4e00\u5957\u7406\u8ad6\uff0c\u5e6b\u52a9\u54c1\u724c\u66f4\u6709\u6548\u5730\u5efa\u7acb\u5ba2\u6236\u95dc\u4fc2\u3002\u7814\u7a76\u53e6\u5206\u6790\u4e86\u5728\u751a\u9ebc\u60c5\u6cc1\u4e0b\uff0c\u54c1\u724c\u61c9\u63a1\u53d6Niche \uff08\u5c0f\u773e\u4f46\u540c\u6642\u80fd\u5e36\u4f86\u8db3\u5920\u76c8\u5229\uff09\u5b9a\u4f4d\u7b56\u7565\uff0c\u800c\u4e0d\u662f\u9078\u64c7\u4e3b\u6d41\u8def\u7dda\u3002<\/p>\n<p>\u300c\u50b3\u7d71\u7684\u71df\u92b7\u7406\u8ad6\u4e26\u672a\u771f\u6b63\u5730\u5c0d\u54c1\u724c\u5b9a\u4f4d\u53ca\u7522\u54c1\u5b9a\u4f4d\u4f5c\u51fa\u5340\u5206\uff0c\u5373\u4f7f\u6709\uff0c\u4ea6\u5f80\u5f80\u6703\u628a\u54c1\u724c\u5b9a\u4f4d\u53ca\u7522\u54c1\u5b9a\u4f4d\u5b8c\u5168\u5206\u5272\u958b\u4f86\uff0c\u300d\u67ef\u6559\u6388\u8868\u793a\u3002\u300c\u6211\u5011\u7684\u7406\u8ad6\u63a2\u8a0e\u4ee5\u7522\u54c1\u70ba\u57fa\u790e\u7684\u54c1\u724c\u5b9a\u4f4d\uff0c\u5c0d\u54c1\u724c\u5b9a\u4f4d\u8207\u7522\u54c1\u5b9a\u4f4d\u65e2\u4f5c\u51fa\u5340\u5206\uff0c\u4ea6\u4e0d\u6703\u5ffd\u8996\u5169\u8005\u4e4b\u9593\u7684\u95dc\u806f\u3002\u300d<\/p>\n<h3>Niche vs. \u4e3b\u6d41<\/h3>\n<p>\u54c1\u724c\u7684\u5b9a\u4f4d\u63d0\u4f9b\u4e86\u6709\u95dc\u5b83\u5011\u81ea\u8eab\u7522\u54c1\u7279\u6027\u7684\u91cd\u8981\u8cc7\u8a0a\uff0c\u4ee5\u81f3\u54c1\u724c\u7684\u540d\u5b57\u6210\u70ba\u4e86\u67d0\u4e9b\u7522\u54c1\u53ca\u67d0\u7a2e\u8cea\u7d20\u7684\u4ee3\u540d\u8a5e\uff0c\u4ee4\u6d88\u8cbb\u8005\u66f4\u5bb9\u6613\u627e\u5230\u4ed6\u5011\u60f3\u8981\u7684\u6771\u897f\u3002\u53e6\u4e00\u65b9\u9762\uff0c\u7522\u54c1\u5b9a\u4f4d\u5247\u6ce8\u91cd\u65bc\u54c1\u724c\u6240\u63a8\u51fa\u7684\u67d0\u55ae\u500b\u7522\u54c1\u7684\u7368\u7279\u5c6c\u6027\u548c\u7279\u9ede\u3002<\/p>\n<p>\u300c\u7576\u6211\u5011\u60f3\u8cb7\u4e00\u4ef6\u65b0\u5916\u5957\u6642\uff0c\u5f88\u53ef\u80fd\u6703\u5148\u53bb\u6700\u559c\u611b\u7684\u54c1\u724c\uff0c\u5c31\u7b97\u6211\u5011\u4e26\u4e0d\u77e5\u9053\u9019\u500b\u54c1\u724c\u7576\u5b63\u6709\u54ea\u4e9b\u5916\u5957\u6b3e\u5f0f\u3002\u9019\u4e00\u7c21\u55ae\u7684\u89c0\u5bdf\u986f\u793a\uff0c\u54c1\u724c\u5728\u5f15\u5c0e\u6d88\u8cbb\u8005\u5c0b\u627e\u7522\u54c1\uff0c\u300d\u67ef\u6559\u6388\u8aaa\u3002<\/p>\n<p>\u7531\u6b64\uff0c\u67ef\u6559\u6388\u63d0\u51fa\u4e00\u500b\u7406\u8ad6\uff0c\u7576\u4e2d\u5229\u7528\u970d\u7279\u6797\u7dda\u6027\u6a21\u578b\uff08Hotelling line model\uff09\uff0c\u8b93\u54c1\u724c\u5728\u5e02\u5834\u4e2d\u7684\u5b9a\u4f4d\u5f62\u8c61\u5316\u3002\u8a72\u6a21\u578b\u4ee5\u7d93\u6fdf\u5b78\u5bb6Harold Hotelling\u7684\u540d\u5b57\u547d\u540d\uff0c\u95e1\u91cb\u4e86\u4f01\u696d\u5982\u4f55\u5728\u4e00\u500b\u5e02\u5834\u4e2d\u9078\u5740\uff0c\u4ee5\u7372\u5f97\u6700\u5927\u7684\u5e02\u5834\u4efd\u984d\u3002\u628a\u6a21\u578b\u5957\u7528\u65bc\u54c1\u724c\u5b9a\u4f4d\uff0c\u4e3b\u6d41\u54c1\u724c\u70ba\u5438\u5f15\u666e\u7f85\u5927\u773e\uff0c\u5176\u5b9a\u4f4d\u6703\u63a5\u8fd1\u970d\u7279\u6797\u6a21\u578b\u4e2d\u90a3\u689d\u7dda\u7684\u4e2d\u5fc3\uff1b\u800c\u5c0f\u773e\u54c1\u724c\u7684\u5b9a\u4f4d\u5247\u9760\u8fd1\u7dda\u7684\u4e00\u7aef\uff0c\u4ee5\u5438\u5f15\u7279\u5b9a\u6d88\u8cbb\u8005\u7fa4\u9ad4\u3002<\/p>\n<figure id=\"attachment_19198\" aria-describedby=\"caption-attachment-19198\" style=\"width: 600px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-19198 size-full\" src=\"https:\/\/www.bschool.cuhk.edu.hk\/chi\/wp-content\/uploads\/iStock-1357935198.jpg\" alt=\"\" width=\"600\" height=\"400\" \/><figcaption id=\"caption-attachment-19198\" class=\"wp-caption-text\">\u6d88\u8cbb\u8005\u6216\u8a31\u4e0d\u6e05\u695a\u6bcf\u4ef6\u7522\u54c1\u7684\u5177\u9ad4\u7d30\u7bc0\uff0c\u4f46\u4ed6\u5011\u4e86\u89e3\u67d0\u500b\u54c1\u724c\u65d7\u4e0b\u7522\u54c1\u7684\u6574\u9ad4\u98a8\u683c\u6216\u7a2e\u985e\u3002<\/figcaption><\/figure>\n<p>\u7814\u7a76\u4eba\u54e1\u96a8\u5f8c\u5206\u6790\u4e86\u4e0d\u540c\u56e0\u7d20\u5982\u4f55\u5f71\u97ff\u516c\u53f8\u53d6\u5f97\u6700\u4f73\u5b9a\u4f4d\u7684\u7b56\u7565\uff0c\u4e26\u8003\u616e\u4e86\u8af8\u5982\u641c\u5c0b\u6210\u672c\u3001\u6d88\u8cbb\u8005\u559c\u597d\uff0c\u4ee5\u53ca\u516c\u53f8\u70ba\u5176\u5404\u7a2e\u7522\u54c1\u5728\u5e02\u5834\u4e0a\u5b9a\u4f4d\u7684\u80fd\u529b\u7b49\u8b8a\u6578\u3002\u641c\u5c0b\u6210\u672c\u662f\u6307\u6d88\u8cbb\u8005\u5728\u4f5c\u51fa\u8cfc\u8cb7\u6c7a\u5b9a\u524d\uff0c\u641c\u5c0b\u7522\u54c1\u6240\u5fc5\u9808\u627f\u64d4\u7684\u8cbb\u7528\u6216\u6240\u4ed8\u51fa\u7684\u52aa\u529b\u3002<\/p>\n<p>Niche\u54c1\u724c\u5b9a\u4f4d\u8b93\u4f01\u696d\u80fd\u5225\u6a39\u4e00\u5e5f\uff0c\u4e26\u66f4\u597d\u5730\u8fce\u5408\u6d88\u8cbb\u8005\u7684\u7279\u5b9a\u54c1\u5473\uff0c\u5c24\u5176\u662f\u5728\u641c\u5c0b\u6210\u672c\u8f03\u9ad8\u7684\u60c5\u6cc1\u4e0b\u3002\u4e3b\u6d41\u5b9a\u4f4d\u8b93\u54c1\u724c\u80fd\u5920\u5438\u5f15\u66f4\u591a\u7684\u6d88\u8cbb\u8005\uff0c\u4f46\u7522\u54c1\u7a2e\u985e\u7e41\u591a\u6216\u6703\u7a00\u91cb\u54c1\u724c\u7684\u7368\u7279\u6027\u3002\u4f46\u82e5\u5c0d\u54c1\u724c\u611f\u8208\u8da3\u7684\u6d88\u8cbb\u8005\u773e\u591a\uff0c\u4fdd\u6301\u4e3b\u6d41\u5b9a\u4f4d\u4fbf\u4e0d\u6703\u7522\u751f\u554f\u984c\u3002<\/p>\n<p>\u300c\u8a31\u591a\u77e5\u540d\u54c1\u724c\u90fd\u662f\u5f9eniche \u5b9a\u4f4d\u505a\u8d77\uff0c\u4f8b\u5982Arc&#8217;teryx\u548cPatagonia\u3002\u9019\u4e9b\u724c\u5b50\u7684\u540d\u5b57\u90fd\u900f\u9732\u4e86\u5b83\u5011\u7684\u5c0f\u773e\u8d77\u6e90\uff0c\u300d\u67ef\u6559\u6388\u6307\u51fa\u3002\u300c\u5b83\u5011\u7684\u54c1\u724c\u5b9a\u4f4d\u975e\u5e38\u6e05\u6670\uff0c\u6240\u4ee5\u80fd\u5920\u53d6\u5f97\u6210\u529f\u3002\u300d<\/p>\n<h3>Niche \u5b9a\u4f4d\u6709\u4f55\u512a\u52e2\uff1f<\/h3>\n<p>\u6839\u64da\u7814\u7a76\u4eba\u54e1\u63d0\u51fa\u7684\u4ee5\u7522\u54c1\u70ba\u57fa\u790e\u7684\u54c1\u724c\u5b9a\u4f4d\u7406\u8ad6\uff0c\u6d88\u8cbb\u8005\u6216\u8a31\u4e0d\u6e05\u695a\u6bcf\u4ef6\u7522\u54c1\u7684\u5177\u9ad4\u7d30\u7bc0\uff0c\u4f46\u4ed6\u5011\u4e86\u89e3\u54c1\u724c\u65d7\u4e0b\u7522\u54c1\u7684\u6574\u9ad4\u98a8\u683c\u6216\u7a2e\u985e\u3002\u57fa\u65bc\u9019\u4e9b\u8cc7\u8a0a\uff0c\u6d88\u8cbb\u8005\u53ef\u4ee5\u6c7a\u5b9a\u662f\u5426\u524d\u5f80\u500b\u5225\u54c1\u724c\u7684\u5e97\u8216\u9078\u8cfc\u7522\u54c1\u3002<\/p>\n<p>\u56e0\u6b64\uff0c\u4e00\u500b\u54c1\u724c\u7684\u5b9a\u4f4d\u80fd\u50b3\u9054\u91cd\u8981\u7684\u8cc7\u8a0a\uff0c\u5f15\u5c0e\u6d88\u8cbb\u8005\u7684\u641c\u5c0b\u6c7a\u5b9a\u3002\u6d88\u8cbb\u8005\u4e0d\u5fc5\u641c\u5c0b\u591a\u500b\u54c1\u724c\u4f86\u627e\u4ed6\u5011\u60f3\u8981\u7684\u6771\u897f\uff0c\u800c\u662f\u53ef\u4ee5\u5229\u7528\u4ed6\u5011\u5c0d\u54c1\u724c\u5b9a\u4f4d\u7684\u7406\u89e3\u4f86\u7e2e\u5c0f\u641c\u5c0b\u7bc4\u570d\u3002Niche \u5b9a\u4f4d\u672c\u8eab\u4fbf\u63d0\u4f9b\u4e86\u8f03\u591a\u8cc7\u8a0a\uff0c\u65b9\u4fbf\u6d88\u8cbb\u8005\u641c\u5c0b\uff0c\u56e0\u70ba\u5b83\u5c0d\u7522\u54c1\u7cfb\u5217\u7684\u64f4\u5f35\u6709\u4e00\u5b9a\u9650\u5236\uff0c\u78ba\u4fdd\u4e86\u54c1\u724c\u5b9a\u4f4d\u53ca\u54c1\u724c\u65d7\u4e0b\u6240\u6709\u7522\u54c1\u8a2d\u8a08\u4e4b\u9593\u7684\u4e00\u81f4\u6027\u3002<\/p>\n<p>\u4ee5\u904b\u52d5\u670d\u88dd\u53ca\u4f11\u9591\u670d\u98fe\u8457\u7a31\u7684Lululemon\uff0c\u4fbf\u662f\u4e00\u500b\u6210\u529f\u7684niche\u00a0 \u54c1\u724c\u4f8b\u5b50\u3002\u67ef\u6559\u6388\u89e3\u91cb\uff1a\u300cLululemon\u7684\u7522\u54c1\u7cfb\u5217\u5f88\u6709\u9023\u8cab\u6027\u3002\u6d88\u8cbb\u8005\u77e5\u9053\uff0c\u5982\u679c\u4ed6\u5011\u60f3\u8981\u67d0\u4e00\u7a2e\u8a2d\u8a08\uff0c\u4f8b\u5982\u4e00\u689d\u4fee\u8eab\u3001\u9ad8\u8170\uff0c\u9069\u5408\u5728\u548c\u6696\u5929\u6c23\u7a7f\u8457\u7684\u7d2b\u8272\u745c\u4f3d\u8932\uff0c\u4ed6\u5011\u53ef\u4ee5\u5728Lululemon\u8cb7\u5230\u3002\u300d<\/p>\n<figure id=\"attachment_19200\" aria-describedby=\"caption-attachment-19200\" style=\"width: 600px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-19200 size-full\" src=\"https:\/\/www.bschool.cuhk.edu.hk\/chi\/wp-content\/uploads\/shutterstock_319670018.jpg\" alt=\"\" width=\"600\" height=\"400\" \/><figcaption id=\"caption-attachment-19200\" 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