论“顾客导向”观念的运用与超越

On "Customer-Oriented" Concept of the Use and Transcendence

"顾客导向"观念的出现对买方市场条件下的企业发展起到了积极的引导作用,但是,在不断运用的过程中其局限性也逐渐显现,特别是在新经济时代,顾客的需求结构和购买动机以及公司竞争的条件和方式都在不断变化,其局限性越发明显。"顾客导向"观念的局限性可能影响企业的长远发展,所以企业必须超越"顾客导向"。超越"顾客导向",就是企业从自身的核心能力、发展战略和竞争状况等约束条件出发,不仅满足顾客需求,而且创造顾客需求,使企业得以更好地生存和发展。

＂Customer-oriented＂ concept of the emergence of a buyer＇ s market under the conditions of business development has played a positive role in guiding. However, in the process of continuous deployment of its limitations are also gradually becoming apparent, especially in the new economy era, Customer needs and motivations, as well as companies purchase conditions and modalities are constantly changing. Its limitations have become increasingly obvious. The limitation of ＂Customer-oriented＂ concept may affect the long-term development, therefore, enterprises must go beyond ＂customer-oriented＂, start from its own core competencies, development strategies and competition situation of constraint conditions, satisfy customer needs, enable enterprises to better survive and develop.