市场营销“近视”是指企业在“产品观念”指导下,经营中表现出的目光短浅和急功近利行为。患有“近视症”的企业,一般不重视消费需求的变化,看不到市场的动态发展,不知道随着消费者需求的变化而改变自己的经营策略。相反,却受“好酒不怕巷子深”的陈旧观念束缚,自认为只要生产出最好的产品就不怕没有销路。于是,他们或埋头于生产,或埋头于技术,而置市场变化于不顾。这是一种静止的、僵化的、落后的经营观念。用这种观念指导企业经营,必然使企业陷入困境,并最终导致失败。 Marketing “Myopia” refers to the shortsightedness and quick success of the company in its operations under the guidance of “Product Concept”. Companies suffering from “myopia” generally do not value changes in consumer demand, do not see the dynamic development of the market, and do not know how to change their business strategies as consumer demand changes. On the contrary, it is bound by the old concept of “good wine is not afraid of a deep alley” and thinks that as long as the best products are produced, they are not afraid of being unsaleable. As a result, they are either immersed in production or are immersed in technology, leaving the market with no regard for change. This is a static, rigid and backward business concept. Using this concept to guide business operations will inevitably cause companies to get into trouble and eventually lead to failure.