管理学报
管理學報
관이학보
Chinese JOurnal of Management
2014年
3期
344~350
,共null页
组织学习过程 市场导向理论 顾客导向 潜在顾客 竞争者导向 潜在竞争者
組織學習過程 市場導嚮理論 顧客導嚮 潛在顧客 競爭者導嚮 潛在競爭者
조직학습과정 시장도향이론 고객도향 잠재고객 경쟁자도향 잠재경쟁자
organizational learning processes market orientation theory customer orientation latent customers competitor orientation latent competitors
首先,基于市场需求特性对顾客和竞争者属性进行了重新定位和分类,从组织学习动态过程视角对市场导向理论框架进行了梳理；然后,提出并分析了被现有大多数市场导向研究所忽视的潜在顾客和潜在竞争者；最后,从市场驱动到驱动市场,对市场导向理论之于企业管理的作用过程进行了系统整合.
首先,基于市場需求特性對顧客和競爭者屬性進行瞭重新定位和分類,從組織學習動態過程視角對市場導嚮理論框架進行瞭梳理；然後,提齣併分析瞭被現有大多數市場導嚮研究所忽視的潛在顧客和潛在競爭者；最後,從市場驅動到驅動市場,對市場導嚮理論之于企業管理的作用過程進行瞭繫統整閤.
수선,기우시장수구특성대고객화경쟁자속성진행료중신정위화분류,종조직학습동태과정시각대시장도향이론광가진행료소리；연후,제출병분석료피현유대다수시장도향연구소홀시적잠재고객화잠재경쟁자；최후,종시장구동도구동시장,대시장도향이론지우기업관리적작용과정진행료계통정합.
Based on the dynamic organizational learning processes framework, this article approa-ches market orientation theory through examining, repositionmg and classllylng two Klncts ot custom- ers and competitors which are previously overlooked by the most of marketing works, which are the latent customers and latent competitors on expressed needs and latent needs respectively. From the perspective of market driven to driving market, this article systemizes the market orientation theory with the analysis framework of organizational learning processes, makes some contributions to both the further development of theory and the management practices.
