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11 定义企业产品的难度加大每一个企业都必须拥有自己的产品(广义的产品包含了服务)。但是,在信息时代,要想准确无误地说出企业的“产品是什么”,却并不是一件容易的事情。过去,如果你问一个生产服装企业的老板。你的产品是什么?他会毫不犹豫地脱口而出:这还用问吗,当然是服装!也就是说,在过去的工业时代,企业的产品是什么,完全是由企业内部的管理者说了算,同企业外部的顾客需求并没有必然的联系,它代表的是“企业生产什么,顾客就只能购买什么”的管理逻辑。但是,信息时代的到来,彻底颠覆了工业时代的产品定义。张瑞敏在欧洲一户家庭进行市场调查时,当问到桌上摆着的欧洲某品牌的电水壶与海尔产品的区别时,女主人指着这款电水壶说:张先生,这是一件工艺
11 More Difficulties in Defining Your Business Each business must have its own product (the broader one includes the service). However, in the information age, it is not an easy task to say exactly what a product is in a business. In the past, if you ask a boss of the garment production business. What is your product? He will not hesitate to blurt out: This is also asked you, of course, is clothing! In other words, in the past era of the industry, what the company’s products, entirely by the internal managers say Counting, with the external customer needs and there is no necessary link, it represents the “business what the customer can only buy what” management logic. However, the advent of the information age has completely overturned the product definition of the industrial age. Zhang Ruimin in a European family market research, when asked about the table on the European brand of electric kettle and Haier products difference, the hostess pointed to this kettle said: Mr. Zhang, this is a craft