企业营销必须满足顾客需求,但是企业在营销过程中还必须要有自主的意识,不能为顾客所左右。本文通过将顾客让渡价值理论和企业成本价格分析的结合,认为在企业、顾客、竞争者之间的博弈关系中,企业应努力掌握主动权,“为顾客安排”,才能真正实现双赢,而不应是“请顾客安排”。 Business marketing must meet customer needs, but businesses must also have an autonomous awareness in the marketing process that can not be left to their customers. By combining the theory of customer’s transfer value and the analysis of enterprise cost price, this paper argues that in the game relationship between enterprises, customers and competitors, enterprises should try their best to grasp the initiative and “arrange for customers” so as to achieve a real win-win situation. Should not be “Please customer arrangements.”