摘要
现代企业的经营理念已从生产导向转变为营销导向,企业的营销特征十分突出,建立具有营销特征的企业模型是当前企业理论的主要研究问题之一。通过对科斯的企业理论的现实性评价,以及交易成本与营销特征关系的分析,提出了营销导向企业的顾客感知价值解构模型,得到以顾客为中心、营销导向企业的产生条件是企业的营销制度结构,而不是企业的生产制度结构。
Contemporary enterprise alter their concept toward the marketplace from the production-oriented to the Market-Oriented,which causes the marketing characteristic quite distinct and constructing Market-oriented enterprise＇s model is one of main problems met by the theory of the firm.This paper firstly analyzes the realistic action of Coase＇s Firm Theory and the relationship between the transaction cost and the marketing characteristic.Then,we propose the customer delivered value-decomposed model of Market-oriented firms.Finally,taking customer as central,the Market-oriented enterprise＇s production condition is enterprise＇s marketing system structure,but is not enterprise＇s productive system structure.
出处
《科技和产业》
2010年第11期52-56,共5页
Science Technology and Industry
关键词
交易成本
营销导向
顾客感知价值
transaction cost
market-oriented
customer perceived value
