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竞争是市场经济的基本规律,企业间的竞争直接表现为产品的竞争,产品素质是企业素质的综合体现,产品竞争能力反映了企业在市场竞争中所处的地位和对市场的控制程度,它关系到企业的生存和发展。提高产品竞争能力是企业营销管理的中心任务。通过建立科学评价指标体系和评价方法对产品竞争能力进行综合测评,企业就能够以市场需求为导向,按顾客需求组织生产经营,努力开发出适销对路的新产品、增加花色品种、提高产品质量,降低劳动消耗和劳动占用,采用各种营销策略和手段,获取良好的经济效益和社会效益。
Competition is the basic law of the market economy. The competition among enterprises is directly expressed as the competition of products. The product quality is the comprehensive embodiment of the quality of the enterprise. The product competitiveness reflects the position of the enterprise in the market competition and the degree of control over the market. It is related to the survival and development of the company. Improving product competitiveness is the central task of corporate marketing management. Through the establishment of a scientific evaluation index system and evaluation method to comprehensively evaluate product competitiveness, companies can be guided by market demand, organize production operations according to customer needs, strive to develop new products that are marketable, increase variety, and improve product quality. , Reduce labor consumption and labor occupation, use various marketing strategies and methods to obtain good economic and social benefits.