RE-SEGMENTED EXISTING MARKET(LOW COST AND NICHE)
被重新細分的現(xiàn)存市場（低價&精進）

A new product entering an existing market with a sustainable,dramatically lower price,not only takes market share from incumbents,but expands the size of the market by selling to price-sensitive customers who otherwise do not purchase from anyone.Either customers will stop using a competitors’ product and use yours because of significant cost savings or they will simply start using yours because they could not afford to use your competitors’.
如果一個新商品頂著風暴價的招牌打入市場的話，不僅僅會在市場份額上分一杯羹，而且能通過擴大本來不買這類產品的價格導向型消費者規(guī)模來擴大市場。也就是說消費者們要不然就是舍棄正用的產品來用你的，要不然就是直接開始用你的，因為競爭者的價格相對昂貴。

Similarly,a new product entering an existing market with unique functionality targeted at a specific user class,not only takes market share from incumbents,but expands the size of the market by selling to new customers brought to the market by the new functionality.Either customers will stop using a competitors’ product and use yours because your functionality better matches their needs,or you will acquire new users because existing products never adequately fit their needs.
同樣的，等一個擁有更好性能的、指向性明確的新商品出現(xiàn)在市場中時，不僅僅瓜分了市場份額，而且通過新功能能夠吸引更多的消費者，從而擴大商品市場。也就是說消費者們要不然就是舍棄正用的產品來用你的，因為你的商品性能更符合他們的需求；要不就是吸引到新用戶，因為你的競爭者達不到他們的要求。

“RULES OF THUMB”
“拇指規(guī)則”（經驗法則）

The toughest distinction to make is whether your product represents a new market,or is re-segmenting an existing market.There is a tendency for startup entrepreneurs to believe that they have a new product for a new market,though this is rarely that case.It can be argued that most technological advances either lower costs or enable new functionality that improves problem resolution within existing markets.True market disruption often requires major technology innovation or uses existing technology in a new and unforeseen way.Most likely,you are re-segmenting a market.
最難辨別的事情是你的商品代表了新的市場還是一個被重新分割的現(xiàn)存市場。新興企業(yè)往往會覺得自己開辟了新市場，盡管這件事往往不是真的。現(xiàn)存市場中的價格戰(zhàn)爭和性能進步永遠是爭論的話題。真正的市場結構性改變源于核心技術的革新與商品全新架構模式的建立。大部分情況下，你只是處于一個被重新分割的現(xiàn)存市場中。