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营销近视症是著名的市场营销专家、美国哈佛大学管理学院李维特教授提出的一个理论。它是指企业管理者特别是高层管理者,对于企业生产的产品和技术盲目乐观与自信,认为只要产品质量好、性能优越,就一定会有市场;对于产业的理解十分狭隘,将其等同于某一种具体的产品,而不能从更为本质的层面上理解产品和产业,因此对于产业发展所面临的替代品和潜在竞争者的威胁浑然不觉;忽视顾客的需求及其变化,执迷于现有产品的改进,忽视产品的创新和企业的变革。
Marketing myopia is a well-known marketing expert, a theory put forward by Professor Li Weite, Harvard University School of Management. It refers to the managers of enterprises, especially senior managers, who are blindly optimistic and confident about the products and technologies they produce. They think that as long as the products are of good quality and superior in performance, they will certainly have markets. Their understanding of the industry is very narrow, A specific product that does not understand the product and industry at a more substantive level and therefore does not feel threatened by alternatives and potential competitors to the development of the industry; ignores the customer’s needs and changes, The improvement of existing products, ignoring product innovation and business transformation.