企业经营理念的战略转变——从“经营产品”到“经营企业”

On operational thought of strategie ——change from “operation of product” to“operation of enterprise”

传统的经营往往以企业的产品为经营对象 ,这是一种低层次的狭隘的经营理念。而以整个企业为经营对象 ,站在企业全局的、系统的高度来指导企业的经营活动的经营理念则极大地扩展了传统的经营视野 ,是一种更高层次的战略性思想。本文从企业本质定义、成本、品牌、营销、竞争、创新。

Traditional business operation usually focuses on the product,which is an inferior and parochial operational thought. In contrast to it,a superior strategic thought is that a corporation should enlarge its operational eyeshot from the product to the whole corporation, and should direct its operational activities based on overall and systematic consideration of the corporation.This paper discusses functional distinctions between the two thoughts in some important ways such as the essential definition of corporation, cost,brand,marketing,competition,innovation,investment,etc.