企业的本质：满足社会大众的需要
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; TEXT-ALIGN: center; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-pagination: widow-orphan" align=center><SPAN lang=EN-US style="FONT-SIZE: 18pt; COLOR: #1f3986; FONT-FAMILY: ˎ̥; mso-bidi-font-family: Arial; mso-font-kerning: 0pt"><A href="http://blog.chinaceot.com/u/eqbr2q/read/45460.html"><SPAN style="COLOR: #1f3986; FONT-FAMILY: 宋体; TEXT-DECORATION: none; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥; text-underline: none">企业的本质：满足社会大众的需要</SPAN></A><SPAN style="FONT-FAMILY: "><?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p></SPAN></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-margin-bottom-alt: auto; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="FONT-SIZE: 9pt; COLOR: #1f3986; FONT-FAMILY: ˎ̥; mso-bidi-font-family: Arial; mso-font-kerning: 0pt"><o:p><SPAN style="FONT-FAMILY: "> </SPAN></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt 6.75pt; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="DISPLAY: none; FONT-SIZE: 9pt; COLOR: #1f3986; FONT-FAMILY: Arial; mso-font-kerning: 0pt; mso-hide: all"><o:p> </o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 7.5pt 0cm 0pt 2.25pt; LINE-HEIGHT: 18pt; TEXT-ALIGN: left; mso-margin-bottom-alt: auto; mso-pagination: widow-orphan; tab-stops: 238.4pt 256.4pt 287.9pt 326.45pt 357.95pt" align=left><SPAN style="FONT-FAMILY: "><SPAN lang=EN-US style="FONT-SIZE: 9pt; COLOR: white; FONT-FAMILY: ˎ̥; mso-bidi-font-family: Arial; mso-font-kerning: 0pt">2008-02-07 11:58:55<SPAN style="mso-tab-count: 1"> </SPAN></SPAN><SPAN lang=EN-US style="FONT-SIZE: 9pt; COLOR: red; FONT-FAMILY: ˎ̥; mso-bidi-font-family: Arial; mso-font-kerning: 0pt"> <SPAN style="mso-tab-count: 1"> </SPAN></SPAN></SPAN><SPAN style="FONT-SIZE: 9pt; COLOR: red; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-font-kerning: 0pt; mso-ascii-font-family: ˎ̥; mso-hansi-font-family: ˎ̥">作者：<B>李泽尧</B></SPAN><SPAN lang=EN-US style="FONT-SIZE: 9pt; COLOR: red; FONT-FAMILY: ; mso-bidi-font-family: Arial; mso-font-kerning: 0pt"><SPAN style="mso-tab-count: 1"> </SPAN><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt 6.75pt; TEXT-ALIGN: left; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="DISPLAY: none; FONT-SIZE: 9pt; COLOR: #1f3986; FONT-FAMILY: Arial; mso-font-kerning: 0pt; mso-hide: all"><o:p> </o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 7.5pt 0cm 0pt 2.25pt; WORD-BREAK: break-all; LINE-HEIGHT: 22.2pt; TEXT-ALIGN: left; mso-margin-bottom-alt: auto; mso-pagination: widow-orphan" align=left><SPAN style="FONT-SIZE: 12pt"><SPAN style="COLOR: #1f3986; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-font-kerning: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-size: 10.5pt">企业的本质：满足社会大众的需要</SPAN><SPAN lang=EN-US style="COLOR: #1f3986; FONT-FAMILY: Arial; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 7.5pt 0cm 0pt 2.25pt; WORD-BREAK: break-all; LINE-HEIGHT: 22.2pt; TEXT-ALIGN: left; mso-margin-bottom-alt: auto; mso-pagination: widow-orphan" align=left><SPAN style="FONT-SIZE: 12pt"><SPAN style="COLOR: #1f3986; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-font-kerning: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-size: 10.5pt">作者有一句</SPAN><SPAN lang=EN-US style="COLOR: #1f3986; FONT-FAMILY: Arial; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt">“</SPAN><SPAN style="COLOR: #1f3986; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-font-kerning: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-size: 10.5pt">名言</SPAN><SPAN lang=EN-US style="COLOR: #1f3986; FONT-FAMILY: Arial; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt">”</SPAN><SPAN style="COLOR: #1f3986; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-font-kerning: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-size: 10.5pt">：</SPAN><SPAN lang=EN-US style="COLOR: #1f3986; FONT-FAMILY: Arial; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt">“</SPAN><SPAN style="COLOR: #1f3986; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-font-kerning: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-size: 10.5pt">企业的生命是订单</SPAN><SPAN lang=EN-US style="COLOR: #1f3986; FONT-FAMILY: Arial; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt">”</SPAN><SPAN style="COLOR: #1f3986; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-font-kerning: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-size: 10.5pt">（见《跟单员培训金典》）</SPAN><SPAN lang=EN-US style="COLOR: #1f3986; FONT-FAMILY: Arial; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt">——</SPAN><SPAN style="COLOR: #1f3986; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-font-kerning: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-size: 10.5pt">事实上，当我们越过层层中间供应商，或者反向来说是中间经销商，就会发现：订单代表的是社会需要。所以我要说：企业的本质就是要满足社会大众的需要</SPAN><SPAN lang=EN-US style="COLOR: #1f3986; FONT-FAMILY: Arial; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt">——</SPAN><SPAN style="COLOR: #1f3986; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-font-kerning: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-size: 10.5pt">哪怕是某个时代、某个阶段扭曲乃至变态的需要，不然它就没有存在的意义！下图表示的是企业商机的发掘思路同企业战略重点演变的大致轮廓：</SPAN><SPAN lang=EN-US style="COLOR: #1f3986; FONT-FAMILY: Arial; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 7.5pt 0cm 0pt 2.25pt; WORD-BREAK: break-all; LINE-HEIGHT: 22.2pt; TEXT-ALIGN: left; mso-margin-bottom-alt: auto; mso-pagination: widow-orphan" align=left><SPAN style="FONT-SIZE: 12pt"><SPAN style="COLOR: #1f3986; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-font-kerning: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-size: 10.5pt">在需求链上，最初的企业是产品导向的</SPAN><SPAN lang=EN-US style="COLOR: #1f3986; FONT-FAMILY: Arial; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt">——</SPAN><SPAN style="COLOR: #1f3986; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-font-kerning: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-size: 10.5pt">似乎日常生活需要的产品是人所共知的、现成的、无需思考的、无可置疑的，于是降低成本等内部环节成为管理乃至战略（规模效应、薄利多销）的重点；而后随着产品的饱和、顾客需要的多样化，人们开始发现顾客变得挑剔、骄横，于是人们开始指向顾客、考虑顾客，强调顾客导向；而显然，用顾客导向来谈战略，其视野就未免太狭窄了，用顾客导向谈短期的战略以及营销的战术问题是可以的，而谈企业的长期战略乃至商机，那就有点谈不上了。</SPAN><SPAN lang=EN-US style="COLOR: #1f3986; FONT-FAMILY: Arial; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 7.5pt 0cm 0pt 2.25pt; WORD-BREAK: break-all; LINE-HEIGHT: 22.2pt; TEXT-ALIGN: left; mso-margin-bottom-alt: auto; mso-pagination: widow-orphan" align=left><SPAN style="FONT-SIZE: 12pt"><SPAN style="COLOR: #1f3986; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-font-kerning: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-size: 10.5pt">换句话说，企业战略思考和商机发现的模式正沿着社会供需链条逆流而上，似乎谁越往前，谁就更加能</SPAN><SPAN lang=EN-US style="COLOR: #1f3986; FONT-FAMILY: Arial; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt">“</SPAN><SPAN style="COLOR: #1f3986; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-font-kerning: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-size: 10.5pt">占得先机</SPAN><SPAN lang=EN-US style="COLOR: #1f3986; FONT-FAMILY: Arial; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt">”</SPAN><SPAN style="COLOR: #1f3986; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-font-kerning: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-size: 10.5pt">。而作为企业战略制高点的愿景、使命等等，便自然不得不以满足社会的某种既有或将有的大众需要作为着眼点。</SPAN></SPAN><SPAN lang=EN-US style="COLOR: #1f3986; FONT-FAMILY: Arial; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt"><BR></SPAN><SPAN style="FONT-SIZE: 12pt"><SPAN style="COLOR: #1f3986; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-font-kerning: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-size: 10.5pt">或许你一定会说，除了企业以外还有其他的组织也是为</SPAN><SPAN lang=EN-US style="COLOR: #1f3986; FONT-FAMILY: Arial; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt">“</SPAN><SPAN style="COLOR: #1f3986; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-font-kerning: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-size: 10.5pt">满足社会大众的需要</SPAN><SPAN lang=EN-US style="COLOR: #1f3986; FONT-FAMILY: Arial; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt">”</SPAN><SPAN style="COLOR: #1f3986; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-font-kerning: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-size: 10.5pt">而存在（因为我告诉你，人类社会的所有活动终究是为人类自身的需要而存在的），但是这并不妨碍企业把</SPAN><SPAN lang=EN-US style="COLOR: #1f3986; FONT-FAMILY: Arial; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt">“</SPAN><SPAN style="COLOR: #1f3986; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-font-kerning: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-size: 10.5pt">满足社会大众的需要</SPAN><SPAN lang=EN-US style="COLOR: #1f3986; FONT-FAMILY: Arial; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt">”</SPAN><SPAN style="COLOR: #1f3986; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-font-kerning: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-size: 10.5pt">作为自己发现商机和战略思考的指南，以及其所具有的启发性和指导性</SPAN><SPAN lang=EN-US style="COLOR: #1f3986; FONT-FAMILY: Arial; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt">——</SPAN><SPAN style="COLOR: #1f3986; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-font-kerning: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-size: 10.5pt">因为事实上，企业正是人类社会实现大众需要的中坚力量和排头兵！</SPAN><SPAN lang=EN-US style="COLOR: #1f3986; FONT-FAMILY: Arial; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt">——</SPAN><SPAN style="COLOR: #1f3986; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-font-kerning: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-size: 10.5pt">甚至连政府、科研单位、金融机构（融资）等等，他们都应该是为企业服务的</SPAN><SPAN lang=EN-US style="COLOR: #1f3986; FONT-FAMILY: Arial; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt">——</SPAN><SPAN style="COLOR: #1f3986; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-font-kerning: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-size: 10.5pt">他们的劳动大多最后要通过企业来实现其最终的产品和服务，企业是整个社会的一个大车间</SPAN><SPAN lang=EN-US style="COLOR: #1f3986; FONT-FAMILY: Arial; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt">——</SPAN><SPAN style="COLOR: #1f3986; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-font-kerning: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-size: 10.5pt">为人类需要生产物质和精神产品！</SPAN></SPAN><SPAN style="FONT-SIZE: 12pt"><SPAN lang=EN-US style="COLOR: #1f3986; FONT-FAMILY: Arial; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt"><BR></SPAN><SPAN style="COLOR: #1f3986; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-font-kerning: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-size: 10.5pt">摘自李泽尧《中国职业经理人成长计划（</SPAN><SPAN lang=EN-US style="COLOR: #1f3986; FONT-FAMILY: Arial; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt">PMTP</SPAN><SPAN style="COLOR: #1f3986; FONT-FAMILY: 宋体; mso-bidi-font-family: Arial; mso-font-kerning: 0pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-size: 10.5pt">）丛书》之《商战力》</SPAN><SPAN lang=EN-US style="COLOR: #1f3986; FONT-FAMILY: Arial; mso-font-kerning: 0pt; mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></SPAN></P>
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