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“企业必须面向市场,面向消费者,通过整体努力,生产适销对路的产品,在满足顾客需求中实现企业的目标”——这是“按需生产”的观点.即把市场营销的基准定位在“需求”上。然而,市场需求的衡量与预测很困难。竞争对手、顾客偏好、技术、社会等等因素一直都处在动态的变化之中,今天经营环境的剧烈变化呈现高度的不确定性,即使是按照菲利普·科特勒提供的购买者意图调查法、销售人员意见综合分析法等方法进行统计得出的数据,其有效性和可靠性的随机因素也很大。“预测犹如试图蒙眼驾驶汽车,并由后窗的人向外观察指引方向”。即使是找到了市场需求,如何“按需生产”也是一个面临挑战
“Enterprises must be market-oriented, consumers, through the overall efforts to produce marketable products, to meet customer needs and achieve business goals ” - This is “on-demand production The marketing benchmark is located on ”requirements “. However, the measurement and prediction of market demand is difficult. Factors such as competitors, customer preferences, technology, society and so on are always in a dynamic state of change. The dramatic changes in the business environment today present a high degree of uncertainty, even in accordance with the Buyer Intentional Surveys Act provided by Philip Kotler , A comprehensive analysis of sales staff and other methods of statistical analysis of the data obtained, the effectiveness and reliability of the random factors are also great. ”Predict as if trying to blindly drive a car, and observe the direction of the man by the rear window“. Even finding the market demand, how to ”produce on demand" is also a challenge