摘要
顾客领先与市场领先为当今企业两种最重要的企业产品导向战略。企业顾客领先战略注重当前的顾客需求,典型的特征是短期和被动;而市场定位则更注重了解和满足顾客的潜在需求,主要表现在注重长期和主动适应环境。两种定位的各个环节相互支持并形成一个决策链系统,一旦其中某一环节出现问题,整个系统就会受到影响。而一个成功的企业应当能在这两者之间取得平衡。
At present, customer-led policy and market-led policy are twomost important guidance strategies for products of an enterprise.Enterprise custom-led policy stresses the current demand of clients,with its typical characteristics being shortdated and passive; the marketpositioning, however, emphasizes understanding and satisfaction of thepotential demand of clients, its main features being the stress of long-term development and active adaptation of environment. The variouslinks in the two ways of positioning support one another and form adecision chain system. Once a problem occurs in any one of the links,the entire system will be affected. A successful enterprise should beable to balance the two ways of positioning.
出处
《南开管理评论》
CSSCI
2002年第1期65-67,71,共4页
Nankai Business Review
