企业制胜之根本在于把握市场,为此,很有必要从整体营销的思路,而不单单是产品数量的角度,对“以销定产”加以重释。正确理解“以销定产”就应从整体营销策略出发,从产品的营销组合,即从产品本身(Produrct)、价格(price)、推广(promotion)和配销通路(place)这4P出发,实现市场的引导作用。市场对产品的导向“企业是生产产品的”,这仅是从企业生产有形产品看待问题,从市场导向的角度看,更应说“企业生产大众的某种需要”。人们购买化妆品,并不是因为化妆品本身,而是它对肌肤的保养作用,给人带来美丽健康;买汽车是因为它能带来效率和显示身份。基于以上原因,企业就应该提供更能满足他们内在需求的产品,而不能囿于为生产而生产的圈子。为此,企业不应从自己所生产的产品出发确认自己所属的行业,而应从自己能给顾客带来什么决定自己的经营方向。最近几年一次性打火机以其方便、经济、美观而占领了大部分市场, The essence of winning the enterprise lies in grasping the market. For this reason, it is very necessary to re-interpret “marketing by sales” from the perspective of overall marketing, not just the number of products. A correct understanding of “distribution by sales” should be based on the overall marketing strategy, starting with the product marketing mix, ie, the 4P of the product itself (produrct), price (price), promotion (promotion) and distribution channel (place). The guiding role of the market. The market’s orientation to products is that “companies are the products of production.” This is only a matter of looking at the problems in the production of tangible products, and from the perspective of market orientation, it should be said that “something the company needs to produce the public.” People buy cosmetics, not because of the cosmetics themselves, but because of its maintenance effect on the skin, which brings beauty and health to people; it is because it can bring efficiency and display identity. Based on the above reasons, companies should provide products that can better meet their internal needs, but not the circles that produce for production. For this reason, companies should not confirm their own industry from the products they produce, but should decide what their own business direction is for customers. In recent years, disposable lighters have occupied most of the markets with their convenience, economy, and beauty.