谨防营销远视症（Beware of Marketing Hyperopia）.docVIP

谨防营销远视症（Beware of Marketing Hyperopia） Our marketing hyperopia is refers to the enterprise in the production process, only the value of market prospects, and ignore the innovation of enterprise products, technology and management, operating characteristics and business strength or regardless of the enterprise itself, so that marketing activities beyond their ability to increase business risk, resulting in the loss of profits of enterprises and the competitive advantage and decline. There are four main symptoms of marketing hyperopia: excessive pursuit of market share; brand for the brand; only external customer satisfaction, ignoring internal customer satisfaction; just look at the market outlook, regardless of enterprise strength. This is an important problem existing in the process of enterprise management, and should be paid enough attention to. In 1960, the famous American marketing expert, Professor Theodore Leavitt of Harvard University School of management (Theodore Levitt) put forward the concept of marketing myopia (Marketing Myopia). Marketing myopia refers to inappropriate emphasis on the product or technology, rather than on market needs (consumption needs), which results in loss of competitiveness and loss of competitiveness. Li Weite believes that the marketing myopia is mainly manifested in four aspects (Levitt, 1960): one is that industry growth is due to the growth of population and increase the population rich guarantee; two is that no competing alternatives for the main products of the industry; three is too big letter with the increase of production and mass production the unit cost decreases rapidly by the formation of the four advantage; be absorbed in a product, so that it can be improved through scientific experiments carefully controlled, thereby reducing the manufacturing cost. Since the concept of marketing myopia was put forward by Li Wei, the enterprise has paid enough attention to this problem. Especially with the development of marketi