国美经营模式的分析 外文文献译文

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1、外文文献及其译稿题目国美经营模式的分析姓名陈锦真学号2006938035专业班级工商管理（双）0696班所在学院集美大学诚毅学院指导教师（职称）黄彩云二○壹○年五月十日外文文献WinningthebattlefortheChineseConsumerElectronicsMarketByIngoBeyervonMorgensternandChrisShuSeptember1,2006CompetinginmainlandChina'sconsumerelectronicsmarkethasneverbe

2、eneasy:rampantpricewarscausedbyovercapacityhavesqueezedprofitmarginstosomeofthelowestlevelsintheworld.And,asifthingsweren'tbadenoughformanufacturers,anewwaveofconsolidationamongelectronicsretailersisturninguptheheat.WerecentlysawtheacquisitionofChinaPara

3、diseElectronicsRetailbyGomeElectricalAppliancesHolding,China'sleadingelectronicsspecialitychain.Thatcamefreshontheheelsofanalliancestruck—thenputonhold—betweenChinaParadiseandDazhongElectricalAppliance.InApril,US-basedBestBuyacquiredJiangsuFiveStar.Allth

4、ishashappenedwithinthespaceofafewmonths.Retailchainsdominatetheconsumerelectronicslandscape:ahandfuloftheseplayerscontrolasmuchas40percentofsalesinfirst-tiercitieslikeShanghaiandBeijing.Theydominateevenmoreinsomeproductcategories:thenewgiantforgedfromthe

5、imminentmergerofGomeandChinaParadisewillcontrol60to70percentofTVsalesinShanghai.Unlessconsumerelectronicsplayers-whetherChineseorforeign—rethinktheirstrategy,theyrisklosingthebattleforthewalletsofmillionsofmainlandconsumers.Alotisatstake:themainland'scon

6、sumerelectronicsmarkethasbeengrowingatacompoundrateof12percentayear,andisexpectedtoreachabout1trillionyuanby2010,upfrom590billionyuanthisyear.Thismarketwillaccountfor25percentoftheglobalmarketby2010.Carvingoutashareofithasrankedhighontheagendasofmanyofth

7、eworld'sconsumerelectronicscompaniesforsometime.Manyoftheworld'sbest-knownbrandsalreadyhaveasizeablepresenceinChina.Butpricewars—triggeredinpartbytheriseoftheelectronicsretailchainsandovercapacity—havepushedprofitmarginsonTVsandotherwhitegoodstobelow3per

8、cent—amongthelowestintheworld.Amidtheproliferationofbrands,manymanufacturersarehavingahardertimecompetingforshelfspaceinthemajorelectronicsretailchains.Agrowingnumberofsecond-tierbrands,bothforeignanddomestic,arebeingpushe