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

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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(tuán)1998年秋季利用其雄厚的資金實(shí)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(diǎn)。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(jìn)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(jī)為主打品種，其特點(diǎn)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(xì)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(bǔ)補(bǔ)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(dú)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(diǎn)點(diǎn)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(diǎn)點(diǎn)點(diǎn)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