目前,社会上流行的创造顾客、创造需求等说法,对厂商有些误导。对此,台湾学者陈曙光发表了自己的看法。他认为,企业经营的第一要务在于满足消费者的需求。但消费者的需求不是创造出来的。一般来说,消费者的需求是既存的事实,行销者的职责则是发现或发觉这些需求,再以行销的通则来“满足既存的需求”。所谓“创造顾客”,并不是凭空创造出顾客或顾客的需求,而是指发觉了其他企业没有察觉的市场或需求,从而开发与创造了新的市场。 At present, the popular social creation of customers, to create demand and other claims, some misleading manufacturers. In response, Taiwan scholar Chen Shuguang expressed his own views. He believes that the first priority of business operations is to meet the needs of consumers. But consumer demand is not created. In general, consumer demand is an existential fact. A marketer’s job is to find or spot these needs and then “satisfy existing needs” through the general principles of marketing. The so-called “create a customer” is not to create customer or customer’s needs out of thin air, but to discover and create new markets by discovering the market or demand that other enterprises have no notice.