不讲究谋略的企业,其经营活动常常是仅围绕着以消费者为中心进行,即从消费需求出发,按照目标顾客的需求与欲望组织生产和销售,并热衷于在消费需求的动态变化中发现那些尚未得到满足的市场需求,集中企业的资源千方百计地适应和满足这种需求,企业以为在顾客的满足之中可以不断扩大市场销售,长久地取得利润。然而,建立在识别消费者需求基础上开发的新产品又极可能与别人“撞车”。如:全国众多房地产公司竟相开发的满足高收入阶层需求的高级公寓、别墅,八十年代大量引进的彩电、冰箱生产线等等。显然,片面地满足消费需求并不能保证企业长久地获得利润和成功。 企业要想在竞争激烈的市场中立于不败之地,在生产经营中除了考虑市场需求外,还必须盯住对手,揣摩对手,研究如何对付形形色色的竞争者。 Companies that do not pay attention to strategy are often focused on consumer-oriented business activities, that is, starting from consumer demand, organizing production and sales according to the needs and desires of target customers, and are keen to find out the dynamic changes in consumer demand. For those unmet market needs, the resources of the concentrated companies are adapting to and satisfying these needs. The company thinks that customers can continuously expand market sales and make profits for a long time. However, new products based on the recognition of consumer demand are likely to “crash” with others. Such as: many real estate companies across the country have actually developed to meet the needs of high-income classes of high-level apartments, villas, the introduction of a large number of TVs in the eighties, refrigerator production lines and so on. Obviously, unilaterally meeting consumer demand does not guarantee long-term profits and success. In order to be invincible in a highly competitive market, enterprises must not only consider the market demand, but also must stare at their opponents, figure out their opponents, and study how to deal with all kinds of competitors.