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凭市场调查推断出顾客所“需要”的产品,而顾客所“需要”的又是过去已经习惯的,这是阻碍企业创新的误区。例如,梅塞德斯·奔驰公司在1900年完成了一项市场调查:“预计世界轿车需求不会超过100万辆,主要是由于司机数量的限制。”但是1908年福特汽车公司的T型车推动了汽车的普及。到1920年,驰骋在美国大地上的轿车就已经超过了800万辆。依靠市场调查,确定产品概念,进行战略决策,就像盯着后视镜开车——市场调查总是落后半拍。它用昨日的结论回答眼前的问题,根据目
According to market research, it is inferred that the products “needed” by customers are “needed”, and what customers “need” is already used to in the past. This is a misunderstanding to hinder corporate innovation. For example, Mercedes Benz completed a market survey in 1900: “It is expected that the demand for cars in the world will not exceed one million vehicles, mainly due to the number of drivers.” But in 1908, the Ford Motor Company’s Model T car drove the car. The popularity. By 1920, more than 8 million cars were riding on the United States. Relying on market research, identifying product concepts and making strategic decisions is like staring at the rear-view mirror – market research is always lagging behind. It answered yesterday’s question with the conclusions of the day, according to the