对现代企业经营理念的再认识

Recognition on the Managerial Ideas of Contemporary Enterprises

自20世纪70年代以来,学者和企业经理们不断地探求顺应市场形势变化的企业经营新方法,从最初以产品为中心的单纯注重产品质量,到“以顾客为导向”的争取顾客满意与忠诚,直至90年代顾客价值概念的提出,将企业经营理念推向了一个全新的高度。本文从历史和逻辑的角度分别剖析了“利润最大化”、“顾客最满意”和“顾客价值最大化”等企业经营理念,指出了在新形势下“利润最大化”和“顾客最满意”的不合时宜之处,并对“顾客价值最大化”的经营理念进行了战略定位分析。

Since the 1970s some scholars and managers have studied many new ways of enterprise management,including originally paying attention to product quality,subsequently obtaining customer satisfaction and recently putting forward the concept of customer value,to adapt the changes of market situations. As a result,enterprise managerial ideas are pushed to a new top. This paper analyzes three sorts of enterprise managerial ideas from the viewpoint of history and logic,points out some disadvantages of profit maximization and customer satisfaction maximization under new situations,and finally explores themanagerial idea of customer value maximization from strategic angle.