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对企业来说,市场是指具有特定需要和欲望,而且愿意并能够通过交换来满足这种需要和欲望的全部潜在顾客,用公式表示为:市场=人口+购买力+购买欲望。市场是企业生存发展的基本前提。市场可以失去某家企业而继续存在,但任何一家企业如果不再被市场接纳便将失去市场生存权。同时,市场是否兴旺发达也与企业生死攸关,市场兴则企业兴,市场衰则企业衰,市场亡则企业亡。因此,最大限度地找到企业的潜在顾客,尽可能拓展企业的市场生存空间,几乎是所有企业面临的共同任务。市场创新是通过新的市场要素的引入以求开拓、占领新的市场,从而更好地满足市场需求的过程。
For the enterprise, the market refers to all potential customers who have specific needs and desires and who are willing and able to meet such needs and desires through exchange. The formula is: Market = Population + Purchasing Power + Purchase Desire. The market is the basic premise of the survival and development of enterprises. The market can continue to exist without a certain firm, but any one firm will lose its right to market if it is no longer accepted by the market. At the same time, whether the market is prosperous or not is also linked to the survival and development of enterprises, the rise of enterprises in the market, the decline of enterprises in the market and the decline of enterprises in the market. Therefore, to find out the potential customers of the enterprise to the greatest extent and to expand the market space of the enterprise as much as possible is almost a common task for all enterprises. Market innovation is through the introduction of new market elements in order to explore and occupy new markets, so as to better meet the needs of the market process.