企业外部环境发生的变化 一是产品、服务大规模生产的经济条件逐步丧失。如同质化市场、有限的竞争、供需的平衡、规则的市场、有限的顾客期望以及人们雷同的生活方式等经济条件将不复存在。 二是信息和知识成为财富的新源泉。与土地、劳动以及资本等历史上的主要财富来源类似,信息、知识将占未来财富的主导地位。商标、专利、品牌、业主的信息和人们头脑中知识的价值日益突出,它们将成为竞争优势的源泉,是企业竞争差异化的决定力量。 三是全球化经营使企业面临国际竞争 Changes in the external environment of the enterprise First, the economic conditions for large-scale production of products and services are gradually lost. The economic conditions such as qualitative markets, limited competition, balance between supply and demand, regular markets, limited customer expectations, and people’s identical lifestyles will no longer exist. The second is that information and knowledge have become new sources of wealth. Similar to the historical sources of wealth such as land, labor, and capital, information and knowledge will dominate the future wealth. The value of trademarks, patents, brands, owners, and the value of knowledge in people’s minds has become increasingly prominent. They will become the source of competitive advantage and the decisive force for the differentiation of corporate competition. The third is that globalized operations have caused companies to face international competition.