家园 › 咨询战略 › 企业的本质：满足社会大众的需要

lizeyao 发表于 2008-3-8 18:42:48

企业的本质：满足社会大众的需要

<H4 style="MARGIN: 14pt 0cm 14.5pt"><SPAN style="FONT-SIZE: 18pt; FONT-FAMILY: 黑体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">企业的本质：满足社会大众的需要</SPAN></H4>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 27pt; mso-char-indent-count: 2.57"><SPAN style="FONT-SIZE: 12pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">作者有一句“名言”：“企业的生命是订单”（见《跟单员培训金典》）——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：</SPAN><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">企业的本质就是要满足社会大众的需要——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！</SPAN></B></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 27pt; mso-char-indent-count: 2.57"><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">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></P>
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<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">未来学</SPAN><SPAN lang=EN-US><o:p></o:p></SPAN></B></P>
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<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">产品导向</SPAN></P></DIV></TD></TR></TBODY></TABLE></v:textbox></v:shape><v:shape id=_x0000_s1040 style="LEFT: 5760px; WIDTH: 1128px; POSITION: absolute; TOP: 12750px; HEIGHT: 414px; mso-wrap-style: none" type="#_x0000_t202" stroked="f" filled="f"><v:textbox style="mso-next-textbox: #_x0000_s1040; mso-fit-shape-to-text: t">
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<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">顾客导向</SPAN></P></DIV></TD></TR></TBODY></TABLE></v:textbox></v:shape><v:shape id=_x0000_s1041 style="LEFT: 3240px; WIDTH: 1128px; POSITION: absolute; TOP: 12750px; HEIGHT: 414px; mso-wrap-style: none" type="#_x0000_t202" stroked="f" filled="f"><v:textbox style="mso-next-textbox: #_x0000_s1041; mso-fit-shape-to-text: t">
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<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">社会供需链条——供应链</SPAN><SPAN lang=EN-US><o:p></o:p></SPAN></B></P></DIV></TD></TR></TBODY></TABLE></v:textbox></v:shape><v:shape id=_x0000_s1046 style="LEFT: 2700px; WIDTH: 7020px; POSITION: absolute; TOP: 13464px; HEIGHT: 459px" type="#_x0000_t202" filled="f"><v:textbox style="mso-next-textbox: #_x0000_s1046; mso-fit-shape-to-text: t">
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<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">图：企业战略思考和商机发现的模式沿社会供需链逆流而上</SPAN></B><B style="mso-bidi-font-weight: normal"><SPAN lang=EN-US style="FONT-SIZE: 12pt"><o:p></o:p></SPAN></B></P></DIV></TD></TR></TBODY></TABLE></v:textbox></v:shape></v:group><SPAN lang=EN-US><o:p><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: ">&nbsp;</SPAN></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 27pt; mso-char-indent-count: 2.57"><SPAN lang=EN-US><o:p><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: ">&nbsp;</SPAN></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 27pt; mso-char-indent-count: 2.57"><SPAN lang=EN-US><o:p><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: ">&nbsp;</SPAN></o:p></SPAN></P>
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<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><B style="mso-bidi-font-weight: normal"><SPAN lang=EN-US><o:p><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: ">&nbsp;</SPAN></o:p></SPAN></B></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><B style="mso-bidi-font-weight: normal"><SPAN lang=EN-US><o:p><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: ">&nbsp;</SPAN></o:p></SPAN></B></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><B style="mso-bidi-font-weight: normal"><SPAN lang=EN-US><o:p><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: ">&nbsp;</SPAN></o:p></SPAN></B></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><B style="mso-bidi-font-weight: normal"><SPAN lang=EN-US><o:p><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: ">&nbsp;</SPAN></o:p></SPAN></B></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><B style="mso-bidi-font-weight: normal"><SPAN lang=EN-US><o:p><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: ">&nbsp;</SPAN></o:p></SPAN></B></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><B style="mso-bidi-font-weight: normal"><SPAN lang=EN-US><o:p><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: ">&nbsp;</SPAN></o:p></SPAN></B></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US><o:p><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: ">&nbsp;</SPAN></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US><o:p><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: ">&nbsp;</SPAN></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US><o:p><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: ">&nbsp;</SPAN></o:p></SPAN></P><BR style="mso-ignore: vglayout" clear=all>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 27pt; mso-char-indent-count: 2.57"><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">在需求链上，最初的企业是产品导向的——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></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 27pt; mso-char-indent-count: 2.57"><SPAN style="FONT-SIZE: 12pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">换句话说，</SPAN><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">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“占得先机”。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></B></SPAN><B style="mso-bidi-font-weight: normal"><SPAN lang=EN-US style="FONT-SIZE: 12pt"><o:p></o:p></SPAN></B></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 27pt; mso-char-indent-count: 2.57"><SPAN style="FONT-SIZE: 12pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">或许你一定会说，除了企业以外还有其他的组织也是为“满足社会大众的需要”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“满足社会大众的需要”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——因为事实上，</SPAN><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">企业正是人类社会实现大众需要的中坚力量和排头兵！——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——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——为人类需要生产物质和精神产品！</SPAN></B></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: right" align=right><B><SPAN lang=EN-US style="COLOR: red; mso-bidi-font-size: 10.5pt"><o:p><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: ">&nbsp;</SPAN></o:p></SPAN></B></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: right" align=right><SPAN style="FONT-SIZE: 12pt"><B><SPAN style="COLOR: red; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt">摘自李泽尧《中国职业经理人成长计划（</SPAN></B><B><SPAN lang=EN-US style="COLOR: red; FONT-FAMILY: ; mso-bidi-font-size: 10.5pt">PMTP</SPAN></B><B><SPAN style="COLOR: red; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-size: 10.5pt">）丛书》之《商战力》</SPAN></B></SPAN><B><SPAN lang=EN-US style="COLOR: red; mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></B></P>

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