彩電價格戰(zhàn)英文

PriceWaronColorTVIndustries青島科技大學(xué)英語103班DefinitionofPriceWarPricewarisatermusedintheeconomicsectortoindicateastateofintensecompetitive

rivalryaccompaniedbyamulti-lateralseriesofpricereductions.Onecompetitorwillloweritsprice,thenotherswilllowertheirpricestomatch.Ifoneofthemreducestheirpriceagain,anewroundofreductionsstarts.GeneralIntroductionoftheChina’sColorTVIndustriesTheChineseTVindustryhasexperiencedahighdevelopingprocessbybringinginthefirstcolorTVproductlinesince1979,anditsproductionhaskeptagrowingspeedover20%annually.ChineseTVindustryhasestablishedaspecificproduction-manufacturingsystemforits30years’development.TheproductionefficiencyandproductioncosthasbeenahighlevelaroundtheworldandbecomeoneofChineseindustrieswhichcancompetewithinternationalenterprises.ChinesecolorTVindustrythenblossomedoutintosomeenterprisegroupswhicharedominatingthemarket,well-knownandwithhigh-levelmanagement,suchasHisense,ChangHong,KonkaandSkyworth.TheDevelopmentofTheTVIndustries195819781985198919952000nowblack

and

white

TV

set

IntroductionstageFluctuationstage波動期SteadygrowthAdjustmentandgraduallymaturestage

1996-2010年中國彩電產(chǎn)銷量SixMajorPricewar1、Thefirsttimeofit.Intheearlyof1989,governmentimposedthetaxonconsumptionforTVindustry,whichmadeadepressedatmosphereinTVindustry,causingcolorTVproductionoverstockedandashortageoffunds.ChangHongmadeastepthattheymadeeverycolorTVsoldatareducedpricedof350yuansinceAugust9th.ThiswasthefirstreducedpriceforcolorTV,andChangHongbecametheonlywinnerinthecampaign.2、Thesecondtimeofit.OnMarch26th1996,ChangHongcolorTVfirstreduceditsTVpriceat30%onanationalscale,whichbroughtashocktothecolorTVindustry.Fromthattimeon,consumerswerenotunreasonableanymoreandourcivilbrandthendominatedthemarketagain.3、Thethirdtimeofit.In1997,GaoLuHuamadeapushoflowpricedTV,forcingalmostallbrandstoreducetheirpriceat15%to25%andselllowpricedproduction.BesidesGaoluhua,theirpurposeofreducingpricewastoforcemostofenterprisestoreducetheirprofitwhichshouldbemorereasonable,ratherthantakeoverthemarket.However,themarketshareofGaohasn’tbeenover5%.

4、Thefourthtimeofit.InJuneof1998,TCLandKoncareducedtheirpricefrom500to1000yuanasaspecialsale.WhilethecolorTVindustrygainedless5.2billionyuanduetoreducingprice,whichbroughtabadinfluenceonthefinancialaccumulationandtechnicalprogressincolorTVindustry.5、第五次，

1999年4月19日，又一次大降價。面對挑戰(zhàn)，長虹集團1998年秋季利用其雄厚的資金實力大量收購彩管。1999年4月，長虹在南京又一次首先降價，據(jù)稱幅度在10％—20％，隨后康佳、TCL、創(chuàng)維等幾乎全部國內(nèi)品牌紛紛表示降價。從短期的表現(xiàn)來看，長虹的市場占有率在上升，國外品牌市場份額也增長1．1個百分點。Reducingagain.6、第六次，

2000年8月11日，第六次彩電價格大戰(zhàn)爆發(fā)。2000年6月9日彩電巨頭聯(lián)合推出彩電價格聯(lián)盟，但這不但沒有阻止彩電價格的進一步下滑，反而演繹了一場極富戲劇性的彩電價格蹦極跳。第一波蹦極，以特價機為主打品種，其特點是商業(yè)資本的參與。第二波蹦極，以8月12日長虹、康佳、熊貓等大幅降價為標(biāo)志。TherePeriodsPeriod1Period2Period3Before1990（Competitiondegreeisrelativelymoderate)Fromtheearly90’stobeforeandafter1997(usingpricecompetitiontoachieveindustrysurvivalofthefittest)After1997(oversupply)TheReason:1、Theeconomicstructureformedundertheplaneconomymakesthepricewarbeinevitable.Enterprisedimensionsslantssmall,lowleveloftechnology,innovationandR＆Dabilityinadequacy.Undertheconditionofmarketeconomy,thesellerimplementsthepricewartomaintainmarketshare.2、Multi-NationalCorporationsusetheirbrand、technology、capitalandmarketingexperienceadvantages,andconsumers’western-worshippsychologicaltoliftapromotionwaveinmanybigcities.3、Pricewaristheinevitableresultofmarketmechanismplayarole.Enterpriseswithstrongsenseofcompetitive,theadvantagesofdimensionsandtechnologycanreducecosts.Andthentheycaneliminatethesmallscale,highcostofenterprisesbyusingthepricewar.4、Underthesocialistmarketeconomicsystem,enterpriseslaunchedapricewar,inactually,it’stheeconomiclawontherectificationofdistortedpricehistory,istoreturnthevalueoftheactualproduct.5、Theunconspicuousdifferenceinproductisanotherimportantreasonthatcausedpricewar.Asaresultofindustryofourcountrycolortelevisionproductionlineisalmostintroduced,therefore,differententerprisestechnicalstandardshavegreatsimilarities.Thishomogenizationphenomenonintheenterprisesleadstothatenterprisesaredifficulttoformthemarketstructureofmonopolisticcompetition.Pricehasbecometheimportantcriterionforconsumerstopurchaseproducts.Itleadstothenewroundofpricewarwhenenterprisestrytotakeovermarket.(Seechartanalysis)6、Mostofbusinessesfocusonshort-terminterests,especiallydistributorloyaltytowardsthecompanyisextremelylow,sotheyareaccustomedtotransformthepromotionalbenefitsintopriceadvantagetodevelopthemarketcompetingthatplayedanimportantroleonthepricewarinacertainextent.7、ColorTVasakindofelasticgoodsissuitableforthetraditionalpuerileprinciple,andit’stherootofpricewaroftrade.(Seechartanalysis) TheInfluence:Accordingtocustomers’’pointofview,thepricesofcolorTVscomedown,reducesconsumers’spending.ItsuggeststhatconsumerscanbuymorecolorTVunderthesameincomecondition,expandingthedemand,anditcanmakemorelow-incomefamiliestoenjoythewelfareofconsumeTVs.Forhigh-incomeclass,theycanaffordthehighercommodityprices,sothecolortelevisionpriceelasticityisrelativelysmall.Butforthemajorityoflow-incomefamiliesandruralconsumers,thehighpriceofcolortelevisionwillmakethemstepback.ForthecolorTVproductionenterprises,thepricesofcolorTVscomedownwillmakeenterpriseincuraloss,reducetheprofitsinsurface.Howeverappropriatepricelowerisusefultostartthemarketing,wemustadmitthatit’’susefultoenterprises.Fromthesocialpointofview,inordertorealizethemaximizationofsocialbenefit.Governmentmustkeepthesocialeconomiclifeinnormaloperation,tokeepthebalancebetweensupplyanddemandinmarket.Itmeansthatallproducersofmanufacturedgoodscanbebasedonthecurrentpriceclearing,andallarewillingtopurchasepricebuyerscanmeettheirdemand.PositiveImpact1、It’’susefultorealizethesurvivalofthefittestthrough““pricewar”.Wecaneliminatesomeextensiveandinefficiententerprisesinthe””pricewar”,it’’soneoftheeffectivewaystoachievetheoptimalallocationofsocialresources.2、Improvetheeconomiesofscaleofhouseholdelectricalapplianceenterprisesthroughthe"pricewar”.Thelarge-scaleproductioncanproduceeconomiesofscale,lowerproductioncostsperunitofproductwhichhasagreatcontributiontoChina'shouseholdelectricalapplianceenterprisestoreducethepriceoftheproduct.3、Through"Pricewar"toexpandthesizeofthehomeappliancemarketNegativeImpact:"pricewar"weakenstheabilityoftheaccumulationofhouseholdelectricalapplianceenterprises.Theyaredetrimentaltotheinnovation,tointerferewithdevelopmentpotential."Pricewar"easilyleadstorivalsfollowsuit,leadingtoaviciouscompetition,disrupttradeorder."Pricewar"makespartofthehomeapplianceproductqualityandafter-salesservicebedifficulttogetguaranteeanditmaydamagetheinterestsofcustomers.Thefrequentprice-cutting,willdestroythebrandimageoftheproduct.TwoExamples:VSAfter1996,becauseofthewrongstrategicoptionsChanghongadopted-tocompetebymonopolizetheteletube(電電視顯顯像管管)insteadofinnovatethenewproducts-itwasexhaustedtodealingwiththepricewar.SoChanghongbegantogodownhill.SkyworthistheonlyprivateenterpriseamongthoseColorTVgiants.Duringthepricewar,it’sbadmanagementmadeitswinginthemarketatthattime.ButsinceSkyworthhasadheredtothetechnologicalinnovationasenterpriseconstantlyprogresseternalpower,Skyworther(創(chuàng)創(chuàng)維人人，純純屬自自造)paidarduousefforts,Afteradevelopmentof24years,SkyworthhasgrowntobeoneofthetoptencolorTVbrandsintheworldandatopbrandinChina’’sdisplayindustryandwasranked14thamongthetop100electronicsChina.SkyworthEvolutionforecastofColorTVIndustriesLED(LightEmittingDiode發(fā)光光二級級管)goesfaster,itwilltakeoverLCD（（liquidcrystaldisplay液晶晶顯示示屏））andbecomethemostpopularinthemarketinrecentyears.3Dpicturetubebeginstoblossom,3DTVhasbeenputintothemarket.SmartTVisthehotspotinthehigh-endmarket.Itbecomeapopularity.網(wǎng)融合合給互互聯(lián)網(wǎng)網(wǎng)電視視的發(fā)發(fā)展鋪鋪平了了道路路TherevitalizationanddevelopmentofChina'sITV(網(wǎng)網(wǎng)絡(luò)電電視)dependsupontheadvanceofintegratingthethreenetworksintoone.Itmeanstoconverge(融融合)thetelecommunication（電電信網(wǎng)網(wǎng)）,Internetandbroadcastingnetworks（（廣播播電視視網(wǎng)））intoonecompletesystem。。In2008,theChinesegovernmentlaunched"villageappliance"（（家電電下鄉(xiāng)鄉(xiāng)）schemesnationwide,withsubsidiesusedtoincreasesalesoftelevisions,refrigerators,washingmachinesandmobilephonesinruralareas.Andtherewillbefurtherexpandthescale.AlongwiththeLCDpanel(面板板)productionlineputintoproductioninsuccession,thecolorTVmarketwillfacepanelexcess.ThiswillgreatlyreducethecostofcolorTV,thecolorTVmarketmorecompetitive,thepricewarwouldbreakoutagain.TVIndustries’futuredevelopmentroute:Frompricecompetitiontonon-pricecompetitionNon-pricecompetitionisamarketingstrategy"inwhichonefirmtriestodistinguishitsproductorservicefromcompetingproductsonthebasisofattributeslikedesignandworkmanship".Thefirmcanalsodistinguishitsproductofferingthroughqualityofservice,extensivedistribution,customerfocus,oranyothersustainablecompetitiveadvantageotherthanprice.Itcanbecontrastedwithpricecompetition,whichiswhereacompanytriestodistinguishitsproductorservicefromcompetingproductsonthebasisoflowprice.Non-pricecompetitiontypicallyinvolvespromotionalexpenditures(suchasadvertising,sellingstaff,thelocationsconvenience,salespromotions,coupons,specialorders,orfreegifts),marketingresearch,newproductdevelopment,andbrandmanagementcosts.Firmswillengageinnon-pricecompetition,inspiteoftheadditionalcostsinvolved,becauseitisusuallymoreprofitablethansellingforalowerprice,andavoidstheriskofapricewar.Althoughanycompanycanuseanon-pricecompetitionstrategy,itismostcommonamongoligopoliesandmonopolisticcompetition,becausefirmscanbeextremelycompetitive.pricecompetitionVSnon-pricecompetitionConstantlypricereductioncausedtheenterpriseandtheconsumermalignantinteractivecycle(惡惡性互互動循循環(huán)））Thenon-pricecompetitionpromotesthedevelopmentofenterprisesCountermeasures具體體對策策Differentiationcompetitivestrategy差異化化競爭爭策略略ProductDifferentiation.Throughtheproductinnovation,reformingtheproductvalue,getridofproducthomogeneity(同同質(zhì)性性).Themainmethodis:toadoptthenewtechnology,toimprovethequalityoftheproducts,performance,packagingandappearancestyle,etc.ServicesDifferentiation.Inadditiontoqualityandpriceofoutsidefactors,servicedemandisalsodeterminestheconsumerbuyingandconsumption.BrandDifferentiation.Consumersareoftenattractedbythevalueofbrandsbring,andignoretheprice.Andtherearealotofcommodityconsumercannotjudgeitsquality(householdappliancesisdifficulttojudgethequalitybytheappearanceormaterials),famousbrandgoodshavehighmarketaffirmation,soitcaneffectivelyavoidthepricewar.ConcentratedCompetitiveStrategy集集中性競競爭策略略Toconcentrateononeorafewmarketsegment,whichcanobtaincostlead,alsogetdifferencebusinessincome.TheEnterprisesmustaccordingtosubdivided(細分分的)market,considerthecharacteristicsofthecompetitors,combineyourownadvantage,useconcentratedstrategy,andsothattomaintaincompetitiveadvantageEstablishstrategicalliance建立戰(zhàn)略略聯(lián)盟Toestablishstrategicalliance,cancombinetheproductionandbusinessoperationtogoonactivities,cancreateastrongoveralladvantage,canenhancecompetitivenessandresistrisk.Management,technologyandlogistics(物物流),supplychainandsoonalsocanbecomplementarily（互補補地）establishedstrategicalliance.Establishandmaintaingoodrelationshipwithcustomers與顧客客建立良良好關(guān)系系A(chǔ)researchshowsthatthecosttogetanewcustomerismuchmorehigherthantokeepone.Loyalty,lastingandstablecustomergroupistheenterprise’smostvaluableresource.Adheretothe"customeristhecenter",andconstantlyimprovetheconsumer’sloyaltytotheenterprise,strengthentheemotionaltiesbetweenenterprisesandconsumers.Coreexpertisecompetition核心專長長競ManyChineseenterprisesregardpriceasthemainmeansofcompetition,itisbecausetheseenterprisedoesnotpayattentiontoresearchanddevelopmentoftheproducts.Thelackofcoretechnologyandtheprevalentofimitationmakethoseenterpriseshoveringinthelow-endmarket.Alongwiththeincreasinglyfuriousmarketingcompetition,thecorecompetitivenessplaysamoreandmoreimportantrole.MoreexamplesonpricewarThanks!TaVeryMuch!9、靜靜夜夜四四無無鄰鄰，，荒荒居居舊舊業(yè)業(yè)貧貧。。。。12月月-2212月月-22Saturday,December31,202210、雨雨中中黃黃葉葉樹樹，，燈燈下下白白頭頭人人。。。。10:31:3410:31:3410:3112/31/202210:31:34AM11、以我獨沈久久，愧君相見見頻。。12月-2210:31:3410:31Dec-2231-Dec-2212、故人江海別別，幾度隔山山川。。10:31:3410:31:3410:31Saturday,December31,202213、乍見翻疑疑夢，相悲悲各問年。。。12月-2212月-2210:31:3410:31:34December31,202214、他他鄉(xiāng)鄉(xiāng)生生白白發(fā)發(fā)，，舊舊國國見見青青山山。。。。31十十二二月月202210:31:34上上午午10:31:3412月月-2215、比不了得就就不比，得不不到的就不要要。。。十二月2210:31上上午12月-2210:31December31,202216、行行動動出出成成果果，，工工作作出出財財富富。。。。2022/12/3110:31:3410:31:3431December202217、做做前前，，能能夠夠環(huán)環(huán)視視四四周周；；做做時時，，你你只只能能或或者者最最好好沿沿著著以以腳腳為為起起點點的的射射線線向向前前。。。。10:31:34上上午午10:31上上午午10:31:3412月月-229、沒有失失敗，只只有暫時時停止成成功！。。12月-2212月-22Saturday,December31,202210、很多多事情情努力力了未未必有有結(jié)果果，但但是不不努力力卻什什么改改變也也沒有有。。。10:31:3410:31:3410:3112/31/202210:31:34AM11、成功就是是日復(fù)一日日那一點點點小小努力力的積累。。。12月-2210:31:3410:31Dec-2231-Dec-2212、世世間間成成事事，，不不求求