关于印发《管理会计应用指引第305号——生命周期成本法》和《管理会计应用指引第406号——标杆管理》的通知 财会〔2025〕22号 国务院有关部委、有关直属机构，各省、自治区、直辖市、计划单列市财政厅（局），新疆生产建设兵团财政局，有关单位： 为贯彻落实《财政部关于全面深化管理会计应用的指导意见》（财会〔2024〕22号），健全完善管理会计指引体系，提升单位管理会计 工作水平，根据《管理会计基本指引》（财会〔2016〕10号），我们制定了《管理会计应用指引第305号——生命周期成本法》和《管理 会计应用指引第406号——标杆管理》，现予印发，请各单位在开展管理会计工作中参照执行。 财政部 欢迎扫描下方二维码关注： 企业应结合自身商业模式和产品或服务特性，明确界定特定对象生命周期的起止点和关键阶段，以及考虑各关键阶段之间的相互作用与 影响。 第四条 生命周期成本法主要包括产品生命周期成本法、资产生命周期成本法、劳动力生命周期成本法、项目生命周期成本法、服务生命 周期成本法等。 第五条 企业在成本管理中，可将生命周期成本法与目标成本法、标准成本法、变动成本法、作业成本法等成本管理工具方法结合使用， 以实现成本的控 ...

Core Viewpoint - The article emphasizes the evolving nature of marketing, highlighting the relevance of Philip Kotler's "Marketing Management" in today's rapidly changing business environment, particularly with the rise of digital marketing and AI technologies [2][3][28]. Group 1: Historical Context of Marketing - In 1967, Kotler's "Marketing Management" emerged during a time of significant market changes, including overproduction, media revolution, and globalization, which reshaped marketing practices [20][24][26]. - The book has undergone multiple iterations, reflecting the continuous evolution of marketing theories and practices to adapt to market changes [9][10][61]. Group 2: Key Marketing Concepts - Kotler warned against confusing advertising with marketing and emphasized the importance of customer experience over mere product sales [3][39]. - The article discusses the AIDA model introduced by Elmer Lewis, which outlines the steps a consumer goes through before making a purchase [11][12]. - The 4P theory (Product, Price, Promotion, Place) proposed by McCarthy is highlighted as a foundational concept in modern marketing [17][18]. Group 3: Challenges and Opportunities in Marketing - The rise of live streaming and digital personas presents new challenges for marketers, necessitating a shift in strategies to engage consumers effectively [28][29]. - Kotler's insights from 20 years ago regarding the Chinese market still resonate today, emphasizing the need for companies to focus on customer share rather than market share [36][37]. Group 4: Strategies for Competing in Marketing - Kotler suggests three strategies for competing in saturated markets: benchmarking, reverse engineering, and technological advancement [44][45]. - The article stresses that successful marketing requires a deep understanding of consumer needs and the ability to provide value beyond the product itself [40][42]. Group 5: The Future of Marketing - The article concludes that the principles outlined in Kotler's work remain crucial for marketers today, as the market continues to evolve rapidly with new technologies and consumer behaviors [56][60].