{"id":1987,"date":"2024-03-30T09:16:07","date_gmt":"2024-03-30T01:16:07","guid":{"rendered":"https:\/\/1carries2.com\/?p=1987"},"modified":"2025-05-30T10:57:13","modified_gmt":"2025-05-30T02:57:13","slug":"1-corporation-marketing-innovation-operation-management","status":"publish","type":"post","link":"https:\/\/1carries2.com\/zh\/1-corporation-marketing-innovation-operation-management\/","title":{"rendered":"\u7532\u3001\u4f01\u696d\u53ca\u5176\u8cf4\u4ee5\u7dad\u751f\u7684\u6d3b\u52d5\uff1a\u9020\u5e02\uff08\u884c\u92b7\uff09\u3001\u5275\u65b0\u3001\u7d93\u71df\u3001\u7ba1\u7406"},"content":{"rendered":"
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\u4f01\u696d\u53ca\u5176\u8cf4\u4ee5\u7dad\u751f\u7684\u6d3b\u52d5<\/figcaption><\/figure>\n\n\n\n

\u4eba\u751f\u65bc\u4e16\uff0c\u90fd\u8981\u5f9e\u4e8b\u4e00\u300c\u696d\u300d\u3002\u58eb\u8fb2\u5de5\u5546\u3001\u4e09\u767e\u516d\u5341\u884c\u3001\u884c\u884c\u51fa\u72c0\u5143\u3002\u4e5e\u8a0e\u4ea6\u662f\u4e00\u300c\u696d\u300d\uff0c\u4e5f\u662f\u9700\u8981\u300e\u5b78\u554f\u300f\u7684\uff08\u6b64\u7d55\u975e\u73a9\u7b11\u4e4b\u8a9e\uff09\u3002\u6709\u300c\u696d\u300d\uff0c\u624d\u6709\u300e\u6536\u7372\u300f\u3001\u624d\u80fd\u300e\u751f\u5b58\u300f\u3002<\/p>\n\n\n\n

\u5373\u4f7f\u5728\u73fe\u4ee3\uff08\u5df2\u662f\u897f\u51432024\u5e74\uff09\uff0c\u91d1\u9322\u90fd\u4e0d\u662f\u552f\u4e00\u80fd\u652f\u6301\u751f\u5b58\u7684\u8eab\u5916\u4e4b\u7269\u3002\u6587\u660e\u5708\u4e4b\u5916\uff0c\u6709\u5c11\u90e8\u4efd\u4eba\uff0c\u662f\u4e0d\u9700\u8981\u91d1\u9322\u5ea6\u65e5\u7684\u2014\u2014\u53ea\u8981\u6709\u80fd\u66ff\u4ee3\u91d1\u9322\u7684\u300e\u6536\u7a6b\u300f\uff0c\u9084\u662f\u53ef\u4ee5\u7269\u6613\u7269\u3002<\/p>\n\n\n\n

\u6a5f\u69cb\u578b\u793e\u6703<\/h2>\n\n\n\n

\u300cDuring the last fifty years, society in every developed country has become a society of institutions. Every major social task, whether economic performance or health care, education or the protection of the environment, the pursuit of new knowledge or defense, is today being entrusted to big organizations, designed for perpetuity and managed by their own managements.\u300d\u300aManagement: Tasks, Responsibilities, Practices\u300b\uff0c Peter Drucker\u3002<\/p>\n\n\n\n

\u7576\u5176\u8457\u66f8\u6642\uff0c\u8a72\u793e\u6703\u5df2\u7d93\u5145\u65a5\u5404\u7a2e\u6a5f\u69cb\u4ee5\u63d0\u4f9b\u5404\u7a2e\u793e\u6703\u6240\u9700\u3002\u653f\u5e9c\u5f9e\u4f86\u90fd\u7121\u80fd\u70ba\u529b\uff0c\u63d0\u4f9b\u793e\u6703\u5982\u6b64\u591a\u6a23\u7684\u5546\u54c1\uff0c\u4f55\u6cc1\u4eca\u65e5\u793e\u6703\u4e4b\u8907\u96dc\uff0c\u9060\u8d85\u5176\u6642\u3002\u653f\u5e9c\u61c9\u50c5\u50c5\u662f\u7dad\u6301\u5fc5\u9808\u7684\u300c\u79e9\u5e8f\u300d\uff0c\u4f7f\u5f97\u793e\u6703\u80fd\u7372\u5f97\u4e00\u7a2e\u300c\u7a69\u5b9a\u300d\uff08\u55ae\u55ae\u662f\u9019\u500b\uff0c\u5df2\u7d93\u975e\u5e38\u4e0d\u5bb9\u6613\uff09\uff0c\u4ee5\u5229\u65bc\u7d93\u6fdf\u767c\u5c55\u3002\u518d\u591a\uff0c\u505a\u4e0d\u5230\u3001\u505a\u4e86\u4e5f\u7121\u6548\u3002\u800c\u300c\u7a69\u5b9a\u300d\uff0c\u4e0d\u4e00\u5b9a\u662f\u6307\u5927\u5bb6\u5e38\u8b58\u4e2d\u7684\u300c\u7a69\u5b9a\u300d\u2014\u2014\u300c\u7a69\u5b9a\u300d\u7684\u300e\u4e0d\u7a69\u5b9a\u300f\uff0c\u4e5f\u662f\u4e00\u7a2e\u300c\u7a69\u5b9a\u300d\u3001\u300e\u6e3e\u6c34\u597d\u6478\u9b5a\u300f\u3002<\/p>\n\n\n\n

\u653f\u5e9c\u672c\u8eab\u662f\u7121\u6cd5\u8ffd\u9010\u5229\u76ca\u7684\uff0c\u56e0\u70ba\u6709\u592a\u591a\u7684\u9650\u5236\u52a0\u8af8\u5176\u4e0a\u3002\u904e\u5f80\u7684\u6b77\u53f2\u7d93\u9a57\uff0c\u7576\u7d71\u6cbb\u8005\u6b0a\u529b\u4e0d\u53d7\u7bc0\u5236\uff0c\u4eba\u6c11\u53ea\u80fd\u671f\u5f85\u660e\u541b\u51fa\u73fe\uff0c\u5426\u5247\u53ea\u80fd\u7948\u6c42\u6551\u4e16\u4e3b\u64a5\u4e82\u53cd\u6b63\u3002\u9019\uff0c\u5be6\u5728\u592a\u60b2\u6158\u3002\u5373\u4fbf\u8981\u5275\u9020\u6709\u5229\u65bc\u4eba\u6c11\u8ffd\u9010\u5229\u76ca\u7684\u689d\u4ef6\uff0c\u90fd\u9084\u5f97\u5148\u770b\u4e00\u770b\u5408\u4e0d\u5408\u6cd5\u3002<\/p>\n\n\n\n

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\u9858\u666f<\/h2>\n\n\n\n

\u5fc3\u6240\u56ae\u5f80\u3002\u5728\u81ea\u5df1\u7684\u9053\u9014\u4e0a\uff0c\u5e0c\u671b\u81ea\u5df1\u7684\u4f01\u696d\u6210\u70ba\u4ec0\u9ebc\u6a23\u7684\u4f01\u696d\uff1f\u300cFree enterprise cannot be justified as being good for business. It can be justified only as being good for society<\/strong>.\u300d\u300aManagement: Tasks, Responsibilities, Practices\u300b\uff0cPeter Drucker\u3002\u56e0\u6b64\uff0c\u9858\u666f\u662f\u4f01\u696d\u7684\u4e00\u500b\u4e2d\u5fc3\uff0c\u7531\u6a5f\u69cb\u578b\u793e\u6703\u800c\u4f86\u3002<\/p>\n\n\n\n

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\u76ee\u7684\u8207\u4f7f\u547d<\/h2>\n\n\n\n

\u300cThere is only one valid definition of business purpose: to create a<\/strong> customer<\/strong>.\u300d\u300cAn institution exists for a specific purpose and mission, a specific social function. In the business enterprise this, means economic performance<\/strong>.\u300d\u300aManagement: Tasks, Responsibilities, Practices\u300b\uff0cPeter Drucker\u3002<\/p>\n\n\n\n

\u5169\u8005\u7684\u5b9a\u7fa9\u5176\u5be6\u53ef\u4ee5\u4e92\u63db\u800c\u4e0d\u5f71\u97ff\u64cd\u4f5c\u3002\u6bcf\u4e00\u4f01\u696d\u90fd\u5fc5\u9808\u6839\u690d\u65bc\u9867\u5ba2\u8207\u5229\u6f64\uff0c\u5426\u5247\u7121\u6cd5\u7acb\u8db3\u8207\u751f\u5b58\u2014\u2014\u56e0\u70ba\u9867\u5ba2\u8207\u5229\u6f64\uff0c\u662f\u4f01\u696d\u7684\u5169\u500b\u57fa\u672c\u9ede\uff0c\u7531\u4e00\u500b\u4e2d\u5fc3\u800c\u4f86\u3002<\/p>\n\n\n\n

\u8a08\u756b\uff1a\u70ba\u4e86\u5275\u9020\u8b8a\u5316<\/h2>\n\n\n\n

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\u6642\u9593\u91cd\u8981\u55ce\uff1f<\/strong>\u4e00\u4e5d\u96f6\u4e94\u5e74\u5341\u4e00\u6708\u4e8c\u5341\u516d\u65e5\u4e4b\u524d\uff0c\u300c\u7d55\u5c0d\u6642\u9593\u300d\u662f\u901a\u884c\u7684\u89c0\u5ff5\u3002\u4e00\u4e5d\u96f6\u4e94\u5e74\u5341\u4e00\u6708\u4e8c\u5341\u516d\u65e5\uff0c\u611b\u56e0\u65af\u5766\u767c\u8868\u4e86\u72f9\u7fa9\u76f8\u5c0d\u8ad6\u3002\u300c\u76f8\u5c0d\u6642\u9593\u300d\u840c\u82bd\u3002<\/p>\n\n\n\n

\u7576\u7136\uff0c\u76f8\u5c0d\u8ad6\uff08\u72f9\u7fa9\u8207\u5ee3\u7fa9\uff09\u9069\u7528\u65bc\u5927\u5c3a\u5ea6\u7684\u74b0\u5883\uff0c\u4f8b\u5982\u5b87\u5b99\u3002\u5168\u7403\u5b9a\u4f4d\u7cfb\u7d71\u4e4b\u985e\u7684\u6280\u8853\uff0c\u4e5f\u5fc5\u9808\u7d0d\u5165\u76f8\u5c0d\u8ad6\uff0c\u5426\u5247\u5c07\u6703\u7522\u751f\u300c\u81f4\u547d\u7684\u300d\u8aa4\u5dee\u3002\u96d6\u7136\uff0c\u5730\u7403\u4eba\u7684\u300c\u65e5\u5e38\u751f\u6d3b\u300d\u662f\u4e0d\u662f\u7121\u6cd5\u904b\u7528\u76f8\u5c0d\u8ad6\u5462\uff1f\u300c\u76f8\u5c0d\u65bc\u300d\u5b87\u5b99\uff0c\u4eba\u5011\u7684\u65e5\u5e38\u751f\u6d3b\u662f\u591a\u9ebc\u7684\u300c\u5c0f\u5c3a\u5ea6\u300d\uff0c\u600e\u9ebc\u53ef\u80fd\u5957\u7528\uff1f\u300c\u5e2b\u5176\u610f\u300d\u3002<\/p>\n\n\n\n

\u4ed4\u7d30\u5730\u770b\uff0c\u6bcf\u4e00\u500b\u4eba\u5176\u5be6\u90fd\u751f\u6d3b\u300c\u5728\u81ea\u5df1\u7684\u4e16\u754c\u300d\u3002\u5373\u4f7f\u751f\u6d3b\u5728\u540c\u4e00\u500b\u5c4b\u7c37\u4e0b\u3001\u70ba\u4e00\u5bb6\u4eba\uff0c\u6bcf\u4e00\u500b\u4eba\u5176\u5be6\u90fd\u751f\u6d3b\u300c\u5728\u81ea\u5df1\u7684\u4e16\u754c\u300d\u3002\u9019\u4e0d\u662f\u8aaa\u4eba\u8207\u4eba\u4e92\u4e0d\u76f8\u5e72\uff0c\u800c\u662f\u6bcf\u500b\u4eba\u90fd\u6709\u300c\u81ea\u5df1\u7684\u6642\u9593\u300d\u3002<\/p>\n\n\n\n

\u300c\u4ee3\u6e9d\u300d\u5c31\u662f\u4e00\u7a2e\u300c\u81ea\u5df1\u7684\u6642\u9593\u300d\u3002\u524d\u5f8c\u5169\u4ee3\uff0c\u660e\u660e\u662f\u6d3b\u5728\u540c\u4e00\u500b\u6642\u4ee3\u554a\u3001\u660e\u660e\u751f\u6d3b\u7684\u6642\u4ee3\u662f\u91cd\u758a\u7684\u554a\uff0c\u600e\u9ebc\u89c0\u5ff5\u3001\u884c\u70ba\u5dee\u7570\u5982\u6b64\u4e4b\u5927\uff1f\u4f3c\u4e4e\u4f86\u81ea\u4e0d\u540c\u7684\u5b87\u5b99\u3002\u90a3\u9ebc\uff0c\u524d\u4e00\u4ee3\u662f\u4e0d\u662f\u5c31\u88ab\u5f8c\u4e00\u4ee3\u6d88\u6ec5\u4e86\u5462\uff1f\u6c92\u6709\u554a\u3002\u524d\u4e00\u4ee3\u56e0\u70ba\u300c\u81ea\u5df1\u7684\u6642\u9593\u300d\u7528\u5b8c\u4e86\u3001\u7d50\u675f\u4e86\uff0c\u6240\u4ee5\u6d88\u901d\u4e86\u3002<\/p>\n\n\n\n

\u5728\u300c\u6642\u9593\u662f\u76f8\u5c0d\u7684\u300d\u524d\u63d0\u4e0b\uff0c\u4e0d\u5fc5\u592a\u5728\u4e4e\u300c\u5225\u4eba\u7684\u6642\u9593\u300d\u3002\u5730\u7403\u81ea\u8f49\u4e00\u5468\uff0c\u662f\u5730\u7403\u4eba\u7684\u4e00\u5929\uff1b\u706b\u661f\u81ea\u8f49\u4e00\u5468\uff0c\u662f\u706b\u661f\u4eba\u7684\u4e00\u5929\u3002\u90fd\u662f\u300c\u4e00\u5929\u300d\uff0c\u4f46\u300c\u6642\u9593\u9577\u5ea6\u300d\u4e0d\u540c\u3002\u5982\u4f55\u5728\u4e4e\uff1f<\/p>\n\n\n\n

\u66fe\u7d93\uff0c\u6709\u670b\u53cb\u5230\u52a0\u62ff\u5927\u6c42\u5b78\u3002\u958b\u59cb\u6642\uff0c\u4ed6\u4e0d\u65b7\u5730\u5728\u6bcf\u4e00\u6b21\u6d88\u8cbb\u6642\uff0c\u9032\u884c\u52a0\u5e63\u8207\u53f0\u5e63\u7684\u63db\u7b97\u3002\u5f88\u5feb\u5730\uff0c\u4ed6\u5c31\u767c\u73fe\u81ea\u5df1\u958b\u59cb\u7591\u4f3c\u7cbe\u795e\u5206\u88c2\uff0c\u6700\u7d42\u4ed6\u8a8d\u70ba\u4e0d\u61c9\u8a72\u518d\u90a3\u6a23\u63db\u7b97\u4e86\u3001\u4e0d\u61c9\u8a72\u628a\u52a0\u62ff\u5927\u8b8a\u6210\u4ed6\u719f\u6089\u7684\u53f0\u7063\uff0c\u52a0\u62ff\u5927\u662f\u52a0\u62ff\u5927\u3001\u53f0\u7063\u662f\u53f0\u7063\u3002\u300c\u5165\u5883\u96a8\u4fd7\u300d\u2014\u4ed6\u89e3\u812b\u4e86\u3002<\/p>\n\n\n\n

\u4f01\u696d\u8cf4\u4ee5\u7dad\u751f\u7684\u6d3b\u52d5<\/h2>\n\n\n\n

\u9020\u5e02\uff08\u884c\u92b7\uff09<\/strong>\u3001<\/em>\u5275\u65b0<\/em><\/strong>\u3001<\/em>\u7d93\u71df<\/em><\/strong>\u3001<\/em>\u7ba1\u7406<\/em><\/strong>\uff0c\u9019\u56db\u8005\u662f\u4f01\u696d\u5fc5\u7136\u8981\u6709\u7684\u6d3b\u52d5\uff0c\u5982\u540c\u56db\u7dad\uff0c\u652f\u6301\u8457\u4f01\u696d\u3002\u9019\u56db\u8005\uff0c\u5f9e\u5169\u500b\u57fa\u672c\u9ede\u51fa\u767c\u3002<\/p>\n\n\n\n

\u300cBecause its purpose is to create a customer, the business enterprise has<\/strong> two<\/strong>\u2014and only these two<\/strong>\u2014basic functions<\/strong>: marketing and innovation<\/strong>. Marketing and innovation produce results all the rest are \u201ccosts\u201d<\/strong>.\u300d\u300aManagement: Tasks, Responsibilities, Practices\u300b\uff0cPeter Drucker\u3002<\/p>\n\n\n\n

\u9020\u5e02<\/strong>\uff08\u5275\u9020\u5e02\u5834\uff09\u6240\u6307\u5373\u884c\u92b7\uff0c\u5176\u672c\u8cea\u662f\u300c\u5275\u9020\u5e02\u5834\u300d\u3002\u9019\u5c31\u9700\u8981Al Ries\u8207Jack Trout\u65bc1972\u5e74\u767c\u660e\u7684\u300c\u5b9a\u4f4d\u300d\u3002\u300cPositioning is what you do to the mind<\/strong> of the prospect<\/strong>. That is, you position the product in the mind of the prospect.\u300d\u3001\u300cThe basic approach of positioning is <\/strong>not to create something new and different, but to<\/strong> manipulate what\u2019s already up there in the mind<\/strong>, to re-tie the connections that already exist.\u300d\u300aPositioning: The Battle For Your Mind\u300b<\/p>\n\n\n\n

\u5169\u4f4d\u5927\u5e2b\u7686\u5df2\u8eab\u6545\u3002Al Ries\u6709\u5973\u5152Laura Ries\u7e7c\u627f\u8863\u7f3d\u3002\u5b9a\u4f4d\u7684\u95dc\u9375\u5728\u300cin the mind\u300d\u2014\u2014\u5728\u5fc3\u7406\u4e0a\u3002\u4eba\u5011\u90fd\u6703\u5c0d\u6240\u898b\u6240\u805e\u8ce6\u4e88\u67d0\u7a2e\u610f\u7fa9\uff0c\u4ee5\u4fbf\u65bc\u4e86\u89e3\u3001\u5340\u5225\u3001\u8a18\u61b6…\u9019\u7a2e\u5fc3\u7406\u4f5c\u7528\u5c0d\u65bc\u5275\u9020\u5e02\u5834\u5177\u6709\u53ef\u8aaa\u662f\u552f\u4e00\u7684\u5f71\u97ff\u529b\u3002\u4e00\u65e6\u8a8d\u5b9a\u5b8c\u6210\uff0c\u5c31\u975e\u5e38\u96e3\u4ee5\u6539\u8b8a\u2014\u2014\u597d\u6bd4\u500b\u6027\uff0c\u4e00\u65e6\u5b9a\u578b\u5c31\u96e3\u4ee5\u6539\u8b8a\u3002\u4e26\u4e14\uff0c\u5b9a\u4f4d\u6642\u6700\u7cdf\u7cd5\u7684\uff0c\u83ab\u904e\u65bc\u6a21\u4eff\u4ed6\u4eba\u7684\u5b9a\u4f4d\u3002\u8ab0\u80fd\u6a21\u4eff\u4ed6\u4eba\u7684\u500b\u6027\u3001\u4e26\u4e14\u6d3b\u5f97\u6bd4\u90a3\u4eba\u597d\uff1f\u53c8\u70ba\u4ec0\u9ebc\u8981\u6a21\u4eff\uff1f\u500b\u6027\uff0c\u771f\u7684\u6709\u597d\u58de\u55ce\uff1f<\/p>\n\n\n\n

\u5169\u5927\u5e2b\u7e3d\u662f\u5f37\u8abf\u5b9a\u4f4d\u7684\u7368\u7acb\u6027\u2014\u2014\u5fc5\u9808\u8207\u773e\u4e0d\u540c\u3002\u540c\uff0c\u53ea\u5269\u4e00\u689d\u8def\u53ef\u8d70\u2014\u2014\u6bd4\u5c0d\u65b9\u66f4\u70ba\u4fbf\u5b9c\u3002\u4e00\u65e6\u88ab\u6d88\u8cbb\u8005\u8a8d\u5b9a\u70ba\u300c\u66f4\u70ba\u4fbf\u5b9c\u300d\uff0c\u5c31\u6c38\u9060\u5931\u53bb\u4e0a\u6f32\u50f9\u683c\u7684\u53ef\u80fd\u6027\uff1b\u5982\u679c\u6709\u610f\u6253\u9020\u4e00\u500b\u9ad8\u50f9\u54c1\u724c\uff0c\u4e00\u958b\u59cb\u5c31\u5fc5\u9808\u5b9a\u4f4d\u5728\u9ad8\u7d1a\u4e26\u4f7f\u7528\u80fd\u8868\u9054\u81ea\u5df1\u7368\u6709\u5c6c\u6027\u7684\u5b57\u773c\uff0c\u60f3\u8981\u4e00\u500b\u54c1\u724c\u6108\u505a\u6108\u9ad8\u7d1a\uff08\u50f9\uff09\uff0c\u9019\u662f\u96e3\u5982\u767b\u5929\u3002\u4e00\u65e6\u50f9\u683c\u4e0a\u6f32\uff0c\u81ea\u6703\u6709\u65b0\u4f4e\u50f9\u54c1\u724c\u586b\u88dc\u8a72\u5e02\u5834\u2014\u2014\u6d88\u8cbb\u8005\u4e0d\u592a\u53ef\u80fd\u7b49\u4f60\u964d\u50f9\uff0c\u800c\u4f60\u4e5f\u96e3\u4ee5\u964d\u50f9\u3002\u4e00\u516c\u53f8\u53ef\u4ee5\u6709\u591a\u500b\u54c1\u724c\u3001\u7167\u9867\u4e0d\u540c\u5e02\u5834\uff0c\u800c\u4e00\u500b\u54c1\u724c\u4e0d\u80fd\u6709\u591a\u6b3e\u5927\u540c\u5c0f\u7570\u7684\u578b\u5f0f\u3001\u7167\u9867\u4e0d\u540c\u5340\u9694\u2014\u2014\u58d3\u69a8\u54c1\u724c\uff0c\u54c1\u724c\u7834\u788e\uff0c\u518d\u7121\u4ee3\u8868\u6027\u3002<\/p>\n\n\n\n

\u5275\u65b0<\/strong>\uff0c\u5176\u672c\u8cea\u662f\u300c\u5275\u696d\u7cbe\u795e\u300d\u3002\u300cEntrepreneurship rests on a theory of economy and society. The theory sees change as normal<\/strong> and indeed as<\/strong> healthy<\/strong>. And it sees<\/strong> the major task in society\u2014and especially in the economy\u2014as doing something different rather than doing better<\/strong> what is already being done.\u300d\u300cInnovative efforts that take the existing business out of its own field are rarely successful. Innovation had better not be<\/strong> \u201cdiversification\u201d<\/strong>. Whatever the benefits of diversification, it does not mix with entrepreneurship and innovation. The new is always sufficiently difficult not to attempt it in an area one does not understand.\u300d\u300aInnovation And Entrepreneurship\u300b<\/p>\n\n\n\n

\u9019\u662f\u4e00\u91dd\u898b\u8840\u7684\u793a\u8b66\u2014\u2014\u5225\u4ee5\u70ba\u81ea\u5df1\u53ef\u4ee5\u901a\u6bba\u3002\u5225\u4ee5\u70ba\u4eba\u771f\u53ef\u4ee5\u812b\u96e2\u81ea\u5df1\u7684\u8212\u9069\u5708\uff0c\u5403\u82e6\u7576\u4f5c\u5403\u88dc\u5728\u6839\u672c\u4e0a\u5c31\u662f\u932f\u8aa4\u7684\u89c0\u5ff5\u3002\u514b\u670d\u56f0\u96e3\u662f\u70ba\u4e86\u6210\u529f\uff0c\u7d55\u4e0d\u662f\u70ba\u4e86\u300c\u514b\u670d\u56f0\u96e3\u300d\u3002\u4eba\u6709\u4e0d\u540c\u7684\u64c5\u9577\u3001\u6642\u9593\u6709\u9650\uff0c\u597d\u4e0d\u5bb9\u6613\u6210\u529f\u4e86\uff0c\u7adf\u8981\u653e\u68c4\u9019\u5f97\u4f86\u4e0d\u6613\u7684\u6210\u529f\uff0c\u60f3\u8a66\u8a66\u81ea\u5df1\u5728\u5225\u7684\u9818\u57df\u80fd\u5426\u4e00\u6a23\u6210\u529f\uff0c\u72af\u8ce4\uff01<\/p>\n\n\n\n

\u8003\u4e0a\u91ab\u5e2b\u57f7\u7167\u5f8c\uff0c\u7a81\u767c\u5947\u60f3\uff0c\u53bb\u8003\u5f8b\u5e2b\uff1b\u8cbb\u4e86\u4e00\u756a\u529f\u592b\uff0c\u8003\u4e0a\u4e86\u5f8b\u5e2b\u57f7\u7167\u3002\u606d\u559c\u3002\u7136\u5f8c\u5462\uff1f\u8003\u53d6\u5169\u7a2e\u57f7\u7167\uff0c\u5c31\u662f\u6210\u529f\u4e86\u55ce\uff1f\u6240\u4ee5\uff0c\u597d\u597d\u5730\u5f9e\u4e8b\u91ab\u5e2b\u3001\u53d6\u5f97\u6210\u5c31\uff0c\u7adf\u7136\u4e0d\u7b97\u6210\u529f\u55ce\uff1f\u8ab0\u80fd\u5728\u9019\u5169\u7a2e\u9818\u57df\uff0c\u540c\u6642\u53d6\u5f97\u8c50\u5bcc\u7684\u77e5\u8b58\u3001\u6280\u8853\u3001\u7d93\u9a57\u7684\u6210\u5c31\u5462\uff1f\u81ea\u5df1\u70ba\u81ea\u5df1\u6253\u5b98\u53f8\u5c31\u80fd\u7372\u52dd\uff1f\u4e00\u65e6\u6210\u70ba\u7576\u4e8b\u4eba\uff0c\u5fc5\u7136\u6703\u6d89\u5165\u500b\u4eba\u60c5\u7dd2\uff0c\u5982\u4f55\u51b7\u975c\uff1f\u5225\u518d\u7661\u4eba\u8aaa\u5922\uff01<\/p>\n\n\n\n

\u300a\u5275\u65b0\u7684\u5169\u96e3\u300b\u4e00\u66f8\u63d0\u51fa\u4e86\u300c\u50f9\u503c\u7db2\u7d61\u300d\u89e3\u91cb\u70ba\u4f55\u7a81\u7834\u6027\u79d1\u6280\u4e0d\u53d7\u65e2\u6709\u4f01\u696d\u9752\u775e\u800c\u8a72\u79d1\u6280\u5176\u5be6\u901a\u5e38\u662f\u7531\u8a72\u4f01\u696d\u7814\u767c\uff0c\u537b\u63a1\u7528\u4e86\u5ef6\u7e8c\u6027\u79d1\u6280\u4f5c\u70ba\u5275\u65b0\u7684\u65b9\u5411\u3002\u6975\u6709\u898b\u5730\u3002<\/p>\n\n\n\n

\u7d93\u71df<\/strong>\uff0c\u5176\u672c\u8cea\u662f\u300c\u5275\u9020\u6536\u76ca\u300d\u3002\u300cA business model<\/strong> describes the rationale of how an organization creates, delivers, and captures value<\/strong>.\u300d\u300cThe Customer Segments<\/strong> Building Block defines the different groups of<\/strong> people<\/strong> or organizations<\/strong> an enterprise aims to reach and serve\u300d\u300cThe Value Propositions<\/strong> Building Block describes the bundle of products and<\/strong> services<\/strong> that create value for a specific Customer Segment<\/strong>\u300d\u300aBusiness Model Generation\u300b<\/p>\n\n\n\n

\u300c\u71df\u92b7\u300d\u6216\u8a31\u61c9\u8996\u70ba\u300e\u884c\u92b7\uff08\u9020\u5e02\uff09\uff0b\u7d93\u71df\u300f\u3002\u9020\u5e02\uff08\u884c\u92b7\uff09\u5728\u65bc\u5275\u9020\u4e0d\u540c\u65bc\u4ed6\u4eba\u7684\u5e02\u5834\uff0c\u4e00\u500b\u9580\u5e02\u5c31\u662f\u4e00\u500b\u5e02\u5834\u3002\u7576\u6d88\u8cbb\u8005\u4e0a\u9580\uff0c\u9084\u6709\u5f88\u591a\u74b0\u7bc0\u8981\u8655\u7406\uff0c\u4ee5\u9054\u6210\u6700\u7d42\u7684\u8cfc\u8cb7\u3002\u56e0\u6b64\u55ae\u9760\u9020\u5e02\uff08\u884c\u92b7\uff09\uff0c\u662f\u4e0d\u5920\u7684\u3002 <\/p>\n\n\n\n

\u9020\u5e02\uff08\u884c\u92b7\uff09\u662f\u5efa\u7acb\u9aa8\u67b6\u3001\u7d93\u71df\u662f\u7522\u751f\u8840\u8089\u3002\u5728\u6210\u529f\u7684\u9020\u5e02\uff08\u884c\u92b7\uff09\u4e4b\u5f8c\uff0c\u9084\u9700\u8981\u4e00\u5957\u7d93\u71df\uff08\u5546\u696d\uff09\u6a21\u5f0f\uff0c\u4ee5\u8207\u6d88\u8cbb\u8005\u771f\u6b63\u5730\u9054\u6210\u50f9\u503c\u50b3\u905e\uff0c\u7522\u751f\u6536\u76ca\u3002\u53ef\u4ee5\u63a1\u7528\u300c\u5546\u696d\u6a21\u5f0f\u4e5d\u5bae\u683c\u300d\u4f5c\u70ba\u8d77\u9ede\uff0c\u9032\u4e00\u6b65\u767c\u5c55\u9069\u5408\u7684\u5167\u6db5\uff0c\u4e0d\u4e00\u5b9a\u7167\u55ae\u5168\u6536\u3002<\/p>\n\n\n\n

\u9019\u500b\u904e\u7a0b\u4e00\u5b9a\u6703\u767c\u751f\u9700\u8981\u96a8\u6642\u8abf\u6574\u7684\u60c5\u6cc1\u3002\u6bcf\u4e00\u4f4d\u6d88\u8cbb\u8005\u7684\u9700\u6c42\u90fd\u6703\u6709\u4e9b\u8a31\u4e0d\u540c\uff0c\u6240\u4ee5\u9700\u8981\u4fdd\u6301\u5fc5\u8981\u7684\u5f48\u6027\u3002\u4f46\uff0c\u90a3\u7d55\u4e0d\u662f\u6539\u8b8a\u5b9a\u4f4d\u3002\u53ef\u80fd\u6703\u9700\u8981\u5e7e\u7a2e\u5927\u540c\u5c0f\u7570\u7684\u6a21\u5f0f\uff0c\u4ee5\u9069\u61c9\u5927\u540c\u5c0f\u7570\u7684\u6d88\u8cbb\u8005\u3002\u4e0d\u904e\uff0c\u6eff\u8db3\u6bcf\u4e00\u4f4d\u6d88\u8cbb\u8005\uff0c\u662f\u5b8c\u5168\u4e0d\u5fc5\u8981\u7684\u2014\u2014\u56e0\u70ba\u6839\u672c\u505a\u4e0d\u5230\u3002<\/p>\n\n\n\n

\u7ba1\u7406<\/strong>\uff0c\u5176\u672c\u8cea\u662f\u300c\u5275\u9020\u7e3e\u6548\u300d\u3002\u300cThe manager<\/strong> always has to ad-minister. He has to manage and improve what already exists and is already known. But he also has to be an entrepreneur<\/strong>.\u300d\u300cEffectiveness<\/strong> is the foundation of success\u2014efficiency<\/strong> is a minimum condition for survival after success has been achieved. Efficiency is concerned with doing things right. Effectiveness is doing the right things.\u300d\u300cAt the same time, inherent in the managerial task is entrepreneurship<\/strong>: making the business of tomorrow. Inherent in the task is innovation<\/strong>.\u300d\u300aManagement: Tasks, Responsibilities, Practices\u300b\uff0cPeter Drucker\u3002<\/p>\n\n\n\n

\u300cInnovative Organization\u300d\u300aManagement: Tasks, Responsibilities, Practices\u300b\uff1b\u300c Entrepreneurial Management\u300d\u300cEntrepreneurial Business\u300d\u300aInnovation And Entrepreneurship\u300b\uff0cPeter Drucker\u3002<\/p>\n\n\n\n

\u672c\u6587\u5c07\u300c\u7d93\u71df\u300d\u8207\u300c\u7ba1\u7406\u300d\u8996\u70ba\u4e0d\u540c\u3002\u9019\u53ea\u662f\u500b\u4eba\u4e3b\u89c0\u3002\u800c\u82f1\u8a9e\u4e2d\u7684management\u672c\u6587\u5373\u8996\u70ba\u300c\u7ba1\u7406\u300d\uff0c\u300c\u7d93\u71df\u300d\u5247\u7528operation\u3002<\/p>\n\n\n\n

\u4ee5Peter Drucker\u7684\u601d\u60f3\uff0c\u7ba1\u7406\u7684\u7126\u9ede\u5728\u65bc\u300e\u5de5\u4f5c\u751f\u7522\u529b\u300f\u8207\u300e\u505a\u5de5\u6210\u5c31\u611f\u300f\u3002\u4e14\uff0c\u4ed6\u63d0\u51fa\u4e86\u5275\u65b0\u578b\u7ba1\u7406\u6216\u5275\u696d\u578b\u7ba1\u7406\u3002\u56e0\u70ba\u7ba1\u7406\u6709\u4e00\u7a2e\u7d04\u675f\u611f\u8207\u58d3\u8feb\u611f\uff0c\u6108\u597d\u7684\u7ba1\u7406\u6975\u6709\u53ef\u80fd\u88fd\u9020\u51fa\u6108\u50f5\u5316\u7684\u4f01\u696d\u3002\u56e0\u6b64\uff0c\u5275\u65b0\u578b\u7ba1\u7406\u6216\u5275\u696d\u578b\u7ba1\u7406\u53ef\u4ee5\u5f88\u5927\u7a0b\u5ea6\u4e0a\u907f\u514d\u6b64\u4e00\u60c5\u6cc1\u3002<\/p>\n\n\n\n

\u5275\u65b0\u578b\u7ba1\u7406\u6216\u5275\u696d\u578b\u7ba1\u7406\u4e26\u4e0d\u662f\u8981\u4f01\u696d\u7d93\u7406\u4eba\uff0c\u760b\u72c2\u5730\u8ffd\u6c42\u6bcf\u5929\u7684\u65b0\u7a4e\uff0c\u6bcf\u5929\u4e00\u8b8a\u9072\u65e9\u5b8c\u86cb\u3002\u800c\u662f\u8981\u6642\u523b\u6ce8\u610f\u3001\u8fa8\u8b58\u53ef\u80fd\u7684\u5275\u65b0\u6a5f\u6703\u6216\u4f86\u6e90\u3002\u7576\u5275\u65b0\u5247\u5275\u65b0\uff0c\u9019\u662f\u4f01\u696d\u6c38\u7e8c\u7684\u6cd5\u5247\u3002<\/p>\n\n\n\n

\u73fe\u5b58\u7684\u7ba1\u7406\u7cfb\u7d71ISO 9001\uff1a2015\u7528\u5f97\u597d\uff0c\u5df2\u8db3\u5920\u4e86\u3002\u771f\u7684\u4e0d\u9700\u8981\u82b1\u8cbb\u6642\u9593\u53bb\u300c\u5275\u65b0\u300d\u4e00\u5957\u300c\u8207\u773e\u4e0d\u540c\u300d\u7684\u7ba1\u7406\u7cfb\u7d71\u3002\u4f55\u6cc1\uff0c\u6b64\u4e00\u7ba1\u7406\u7cfb\u7d71\u662f\u8b8a\u52d5\u7684\uff0cISO\u6703\u5b9a\u671f\u767c\u5e03\u8b8a\u66f4\u3002\u5982\u679c\u6211\u5011\u5c07\u9019\u500b\u7cfb\u7d71\u8996\u70ba\u300c\u6280\u8853\u6027\u7684\u300d\uff0c\u90a3\u9ebc\uff0c\u6211\u5011\u53ea\u8981\u5c07\u300c\u601d\u60f3\u6027\u7684\u300d\u5143\u7d20\u4f5c\u70ba\u8a72\u7cfb\u7d71\u7684\u6307\u5c0e\uff0c\u4e5f\u5c31\u5b8c\u6574\u4e86\u4f01\u696d\u9700\u8981\u7684\u300c\u7ba1\u7406\u300d\u3002<\/p>\n\n\n\n

\u81ea\u7acb\u8207\u7cbe\u5be6<\/h2>\n\n\n\n

Bootstrapping\uff0c\u53f0\u7063\u4e2d\u8b6f\u300c\u81ea\u7acb\u5275\u696d\u300d\u3002\u5176\u8ad6\u662f\u805a\u7126\u65bc\u5982\u4f55\u4f9d\u8cf4\u81ea\u5df1\u800c\u975e\u5c0d\u5916\u52df\u8cc7\u3002\u300c …people confuse bootstrapping with self-funding. A stricter definition is funding with customer revenues.\u300d\u300aRunning Lean\u300b\uff0cAsh Maurya\u3002<\/p>\n\n\n\n

Eric Ries\u8457\u300aThe Lean Startup\u300b\uff0c\u53f0\u7063\u4e2d\u8b6f\u300a\u7cbe\u5be6\u5275\u696d\u300b\u3002\u5176\u8ad6\u805a\u7126\u65bc\u5982\u4f55\u6d88\u9664\u6216\u964d\u4f4e\u6d6a\u8cbb\u3002\u300cThe five principles of the Lean Startup,…1.Entrepreneurs are everywhere, 2.Entrepreneurship is management, 3.Validated learning, 4.Build-Measure-Learn, 5.Innovation accounting, …\u300d<\/p>\n\n\n\n

Steve Blank\u8457\u300aThe Four Steps to the Epiphany: Successful Strategies for Products that Win<\/em>\u300b\uff0c\u53f0\u7063\u7121\u4e2d\u8b6f\u672c\u3002\u63d0\u51fa\u5982\u4e0b\u300cCustomer Development Model\u300d\uff1a\u300cCustomer Discovery <\u2014> Customer Validation \u2014> Customer Creation \u2014> Company Building\u300d\u3002<\/p>\n\n\n\n

Ash Maurya\u8457\u300aRunning Lean\u300b\u7b2c\u4e8c\u7248\uff0c\u53f0\u7063\u4e2d\u8b6f\u300a\u7cbe\u5be6\u57f7\u884c\u300b\u3002\u6b64\u66f8\u7684\u57fa\u672c\u4f9d\u64da\u662f\u300c\u81ea\u7acb\u5275\u696d\u300d\u4e4bfunding with customer revenues\u3001\u300a\u7cbe\u5be6\u5275\u696d\u300b\u4e4b\u300c Build-Measure-Learn\u300d\uff0c\u4ee5\u53ca\u300aThe Four Steps to the Epiphany: Successful Strategies for Products that Win<\/em>\u300b\u4e4b\u300cCustomer Development Model\u300d\u3002\u63a1\u7528\u5176\u958b\u767c\u4e4b\u4e09\u968e\u6bb5\uff1aDocument your plan A\u3001Identify the riskiest parts of your plan\u3001Systematically test your plan\u3002\u7b2c\u4e09\u7248\u4e2d\u8b6f\u672c\u5df2\u65bc2023.11\u51fa\u7248\u3002<\/p>\n\n\n\n

\u704c\u6ce8<\/h2>\n\n\n\n

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