彩电价格战英文

PriceWaronColorTVIndustries青岛科技大学英语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波动期SteadygrowthAdjustmentandgraduallymaturestage

1996-2010年中国彩电产销量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，又一次大降价。面对挑战，长虹集团1998年秋季利用其雄厚的资金实力大量收购彩管。1999年4月，长虹在南京又一次首先降价，据称幅度在10％—20％，随后康佳、TCL、创维等几乎全部国内品牌纷纷表示降价。从短期的表现来看，长虹的市场占有率在上升，国外品牌市场份额也增长1．1个百分点。Reducingagain.6、第六次，

2000年8月11日，第六次彩电价格大战爆发。2000年6月9日彩电巨头联合推出彩电价格联盟，但这不但没有阻止彩电价格的进一步下滑，反而演绎了一场极富戏剧性的彩电价格蹦极跳。第一波蹦极，以特价机为主打品种，其特点是商业资本的参与。第二波蹦极，以8月12日长虹、康佳、熊猫等大幅降价为标志。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(电电视显显像管管)insteadofinnovatethenewproducts-itwasexhaustedtodealingwiththepricewar.SoChanghongbegantogodownhill.SkyworthistheonlyprivateenterpriseamongthoseColorTVgiants.Duringthepricewar,it’sbadmanagementmadeitswinginthemarketatthattime.ButsinceSkyworthhasadheredtothetechnologicalinnovationasenterpriseconstantlyprogresseternalpower,Skyworther(创创维人人，纯纯属自自造)paidarduousefforts,Afteradevelopmentof24years,SkyworthhasgrowntobeoneofthetoptencolorTVbrandsintheworldandatopbrandinChina’’sdisplayindustryandwasranked14thamongthetop100electronicsChina.SkyworthEvolutionforecastofColorTVIndustriesLED(LightEmittingDiode发光光二级级管)goesfaster,itwilltakeoverLCD（（liquidcrystaldisplay液晶晶显示示屏））andbecomethemostpopularinthemarketinrecentyears.3Dpicturetubebeginstoblossom,3DTVhasbeenputintothemarket.SmartTVisthehotspotinthehigh-endmarket.Itbecomeapopularity.网融合合给互互联网网电视视的发发展铺铺平了了道路路TherevitalizationanddevelopmentofChina'sITV(网网络电电视)dependsupontheadvanceofintegratingthethreenetworksintoone.Itmeanstoconverge(融融合)thetelecommunication（电电信网网）,Internetandbroadcastingnetworks（（广播播电视视网））intoonecompletesystem。。In2008,theChinesegovernmentlaunched"villageappliance"（（家电电下乡乡）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(恶恶性互互动循循环））Thenon-pricecompetitionpromotesthedevelopmentofenterprisesCountermeasures具体体对策策Differentiationcompetitivestrategy差异化化竞争争策略略ProductDifferentiation.Throughtheproductinnovation,reformingtheproductvalue,getridofproducthomogeneity(同同质性性).Themainmethodis:toadoptthenewtechnology,toimprovethequalityoftheproducts,performance,packagingandappearancestyle,etc.ServicesDifferentiation.Inadditiontoqualityandpriceofoutsidefactors,servicedemandisalsodeterminestheconsumerbuyingandconsumption.BrandDifferentiation.Consumersareoftenattractedbythevalueofbrandsbring,andignoretheprice.Andtherearealotofcommodityconsumercannotjudgeitsquality(householdappliancesisdifficulttojudgethequalitybytheappearanceormaterials),famousbrandgoodshavehighmarketaffirmation,soitcaneffectivelyavoidthepricewar.ConcentratedCompetitiveStrategy集集中性竞竞争策略略Toconcentrateononeorafewmarketsegment,whichcanobtaincostlead,alsogetdifferencebusinessincome.TheEnterprisesmustaccordingtosubdivided(细分分的)market,considerthecharacteristicsofthecompetitors,combineyourownadvantage,useconcentratedstrategy,andsothattomaintaincompetitiveadvantageEstablishstrategicalliance建立战略略联盟Toestablishstrategicalliance,cancombinetheproductionandbusinessoperationtogoonactivities,cancreateastrongoveralladvantage,canenhancecompetitivenessandresistrisk.Management,technologyandlogistics(物物流),supplychainandsoonalsocanbecomplementarily（互补补地）establishedstrategicalliance.Establishandmaintaingoodrelationshipwithcustomers与顾客客建立良良好关系系Aresearchshowsthatthecosttogetanewcustomerismuchmorehigherthantokeepone.Loyalty,lastingandstablecustomergroupistheenterprise’smostvaluableresource.Adheretothe"customeristhecenter",andconstantlyimprovetheconsumer’sloyaltytotheenterprise,strengthentheemotionaltiesbetweenenterprisesandconsumers.Coreexpertisecompetition核心专长长竞ManyChineseenterprisesregardpriceasthemainmeansofcompetition,itisbecausetheseenterprisedoesnotpayattentiontoresearchanddevelopmentoftheproducts.Thelackofcoretechnologyandtheprevalentofimitationmakethoseenterpriseshoveringinthelow-endmarket.Alongwiththeincreasinglyfuriousmarketingcompetition,thecorecompetitivenessplaysamoreandmoreimportantrole.MoreexamplesonpricewarThanks!TaVeryMuch!9、静静夜夜四四无无邻邻，，荒荒居居旧旧业业贫贫。。。。12月月-2212月月-22Saturday,December31,202210、雨雨中中黄黄叶叶树树，，灯灯下下白白头头人人。。。。10:31:3410:31:3410:3112/31/202210:31:34AM11、以我独沈久久，愧君相见见频。。12月-2210:31:3410:31Dec-2231-Dec-2212、故人江海别别，几度隔山山川。。10:31:3410:31:3410:31Saturday,December31,202213、乍见翻疑疑梦，相悲悲各问年。。。12月-2212月-2210:31:3410:31:34December31,202214、他他乡乡生生白白发发，，旧旧国国见见青青山山。。。。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、行行动动出出成成果果，，工工作作出出财财富富。。。。2022/12/3110:31:3410:31:3431December202217、做做前前，，能能够够环环视视四四周周；；做做时时，，你你只只能能或或者者最最好好沿沿着着以以脚脚为为起起点点的的射射线线向向前前。。。。10:31:34上上午午10:31上上午午10:31:3412月月-229、没有失失败，只只有暂时时停止成成功！。。12月-2212月-22Saturday,December31,202210、很多多事情情努力力了未未必有有结果果，但但是不不努力力却什什么改改变也也没有有。。。10:31:3410:31:3410:3112/31/202210:31:34AM11、成功就是是日复一日日那一点点点小小努力力的积累。。。12月-2210:31:3410:31Dec-2231-Dec-2212、世世间间成成事事，，不不求求