德鲁克每日伴读 | 市场地位既有下限,也有上限

不仅销售额的绝对数字本身没有意义，因为它们必须对照实际的和潜在的市场趋势去看才行，而且市场地位本身有其固有的重要性。一家企业的市场份额小到一定程度，它就会被边缘化，只能跟随供应相同市场的大企业定价。经济一不景气，甚至只是略有下滑，这家企业就面临被完全挤出局的危机……支配性的市场地位会在企业内部制造巨大的抗性，让大家反对任何创新，从而使得企业非常难以适应变化。它还几乎总是意味着，企业把太多鸡蛋放在了同一个篮子里，从而容易受到经济波动的冲击。换句话说，市场地位既有下限，也有上限……

——《管理的实践》第7章“企业的目标“P.75

Not only are absolute sales figures meaningless alone, since they must be projected against actual and potential market trends, but market standing itself has intrinsic importance. …A business that supplies less than a certain share of the market becomes a marginal supplier. Its pricing becomes dependent on the decisions of the larger suppliers. In any business setback—even in a slight one—it stands in danger of being squeezed out altogether…For market dominance creates tremendous internal resistance against any innovation and thus makes adaptation to change dangerously difficult. Also it almost always means that the enterprise has too many of its eggs in one basket and is too vulnerable to economic fluctuations There is, in other words, an upper as well as a lower margin…

市场地位本身就有其重要的指导意义，市场地位过高或过低都会带来风险：

市场地位低到一定程度，企业就会被边缘化，丧失定价权，在渠道中可有可无，经济略有下滑便会被挤出局。

市场地位高到一定程度，就可能滋生傲慢与僵化，让企业抗拒创新与变革，还会让企业的投资或盈利点过于集中，导致“一荣俱荣，一损俱损”的风险。

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