1加1 发表于 2009-7-10 14:15:00

日本电器名企全面巨亏的真实原因

<P class=MsoNormal style="MARGIN: 0cm 0cm 4.2pt; LINE-HEIGHT: 18pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-pagination: widow-orphan" align=left><SPAN style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">经济寒潮还在延续,何时春江水暖无人可知。在这场寒潮中,有些企业稍感微寒,有些企业瑟瑟发抖。日本电器企业更感觉到了寒意,成了这场经济寒潮中的“寒号鸟”。</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 4.2pt; LINE-HEIGHT: 18pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-pagination: widow-orphan" align=left><SPAN style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt"></SPAN><SPAN lang=EN-US style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">&nbsp;&nbsp;&nbsp; 2008</SPAN><SPAN style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">,日本<SPAN lang=EN-US>8</SPAN>大电器厂商日立、松下、索尼、东芝、富士通、夏普、三洋电机和日本电气公司均出现严重亏损,合计税后净亏损预计会达到<SPAN lang=EN-US>2</SPAN>兆日元<SPAN lang=EN-US>(223</SPAN>亿美元<SPAN lang=EN-US>)</SPAN>,其中,日立、松下和日本电气公司将分别以亏损<SPAN lang=EN-US>7000</SPAN>亿日元、<SPAN lang=EN-US>3800</SPAN>亿日元和<SPAN lang=EN-US>2900</SPAN>亿日元位列前三位。东芝则可能出现<SPAN lang=EN-US>2800</SPAN>亿日元亏损。索尼公司则将可能面临<SPAN lang=EN-US>1500</SPAN>亿日元的亏损,这也将是索尼公司近<SPAN lang=EN-US>14</SPAN>年的首次亏损。这像是回到了互联网泡沫崩溃的年代,大有些“辛辛苦苦几十年,一下回到解放前”的味道。<SPAN lang=EN-US><?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 4.2pt; LINE-HEIGHT: 18pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">&nbsp;&nbsp;&nbsp; </SPAN><SPAN style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">往昔曾笑傲世界的日本电器企业,为何在这场危机中内力大失,顶不住寒潮的侵袭?<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 4.2pt; LINE-HEIGHT: 18pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">&nbsp;&nbsp;&nbsp; </SPAN><SPAN style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">技术——日本电器企业的“萧何”!<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 4.2pt; LINE-HEIGHT: 18pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">&nbsp;&nbsp;&nbsp; </SPAN><SPAN style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">“技术索尼”是人们对日本电器企业的一个浓缩性概括,也是日本企业家们进行自我炫耀的旗帜。由于通过不断的技术创新来制造电子设备,让日本公司在上世纪<SPAN lang=EN-US>70</SPAN>~<SPAN lang=EN-US>80</SPAN>年代取代了美国。并且在此后的<SPAN lang=EN-US>10</SPAN>多年中,日本企业一直躺在技术资源的雄厚积累上高枕无忧。不过,当日本电器制造商们依托着一个又一个的新技术走上全球电子产品的强人位置时,也为自己跌入技术狂人的泥潭埋下了伏笔。<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 4.2pt; LINE-HEIGHT: 18pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-pagination: widow-orphan" align=left><SPAN style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">这些技术领先型企业需要思考的问题是:消费者需要的到底是什么?是不是需要从技术领先型企业向市场领先型企业转变?<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 4.2pt; LINE-HEIGHT: 18pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">&nbsp;&nbsp;&nbsp; </SPAN><SPAN style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">有这样一个故事:有一个餐厅生意好,门庭若市,老板年纪大了,想要退休,就找了<SPAN lang=EN-US>3</SPAN>位经理过来。<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 4.2pt; LINE-HEIGHT: 18pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">&nbsp;&nbsp;&nbsp; </SPAN><SPAN style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">老板问第一位经理:“先有鸡还是先有蛋?”第一位经理想了想,答道:“先有鸡”。<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 4.2pt; LINE-HEIGHT: 18pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">&nbsp;&nbsp;&nbsp; </SPAN><SPAN style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">老板接着问第二位经理:“先有鸡还是先有蛋?”<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 4.2pt; LINE-HEIGHT: 18pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">&nbsp;&nbsp;&nbsp; </SPAN><SPAN style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">第二位经理胸有成竹地答道:“先有蛋。”<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 4.2pt; LINE-HEIGHT: 18pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">&nbsp;&nbsp;&nbsp; </SPAN><SPAN style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">老板又叫来第三位经理,问:“先有鸡还是先有蛋?”<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 4.2pt; LINE-HEIGHT: 18pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">&nbsp;&nbsp;&nbsp; </SPAN><SPAN style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">第三位经理镇定地说:“客人先点鸡,就先有鸡;客人先点蛋,就先有蛋。”<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 4.2pt; LINE-HEIGHT: 18pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">&nbsp;&nbsp;&nbsp; </SPAN><SPAN style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">老板笑了,于是擢升第三位经理为总经理。<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 4.2pt; LINE-HEIGHT: 18pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">&nbsp;&nbsp;&nbsp; </SPAN><SPAN style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">第三位经理给出了这一命题的营销学答案,这就是——客人的需求永远是第一位的。<SPAN lang=EN-US>&nbsp;<o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 4.2pt; LINE-HEIGHT: 18pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">&nbsp;&nbsp;&nbsp; </SPAN><SPAN style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">所以,不必沉迷于自己的技术多么先进,不必自恋于自己的产品多么优质。你眼中的西施也许就是消费者眼中的东施,谁动了消费者的心,谁就是消费者心目中的西施。一切以消费者需求出发才是经营之道。<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 4.2pt; LINE-HEIGHT: 18pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">&nbsp;&nbsp;&nbsp; </SPAN><SPAN style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">什么是打动消费者的丘比特之箭?是技术吗?对,技术很重要。仅仅是技术吗?不,仅靠技术已不足以打动消费者,消费者需要的更多。消费者更追求时尚、个性、品味。<SPAN lang=EN-US>2008</SPAN>年,包括诺基亚、索尼爱立信、摩托罗拉等传统手机品牌的销量都出现了下滑。或许只有一家公司笑得出声——苹果。这家<SPAN lang=EN-US>07</SPAN>年<SPAN lang=EN-US>6</SPAN>月底才凭借<SPAN lang=EN-US>iPhone</SPAN>闯入手机市场的公司在<SPAN lang=EN-US>08</SPAN>年提前两个月完成全年<SPAN lang=EN-US>1000</SPAN>万台的销售目标,为公司贡献了<SPAN lang=EN-US>39%</SPAN>的销售收入。<SPAN lang=EN-US>2008</SPAN>财年,苹果公司在银行的现金储备高达<SPAN lang=EN-US>245</SPAN>亿美元。苹果的<SPAN lang=EN-US>iPhone</SPAN>,俨然已成为手机市场上的当红明星。苹果为何鹤立鸡群?就是因为<SPAN lang=EN-US>iPhone</SPAN>不仅是科技产品,它时尚、个性、新潮,俨然成了那些时尚消费者的形象代言人。<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 4.2pt; LINE-HEIGHT: 18pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">&nbsp;&nbsp;&nbsp; </SPAN><SPAN style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">如今,手机的消费日趋时尚化;笔记本电脑个性化、时尚化发展也已成为不可逆转的趋势;小家电的时尚化也越来越受追捧……<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 4.2pt; LINE-HEIGHT: 18pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">&nbsp;&nbsp;&nbsp; </SPAN><SPAN style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">时尚化,已成为现在消费的新潮流。而日本电器企业似乎还奔走在单纯的技术化阶段。<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 4.2pt; LINE-HEIGHT: 18pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">&nbsp;&nbsp;&nbsp; </SPAN><SPAN style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">相较于技术给人的冰冷感觉,个性时尚则融入了情感的因素。“以理服人”如今已很难折服消费者,应该在此基础上加上“以情动人”。因为消费者都是通情达理的,也是易动感情的。在过剩经济时代,冰冷的技术产品如果不附着上感情,就再也无法打动消费者的心。<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 4.2pt; LINE-HEIGHT: 18pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">&nbsp;&nbsp;&nbsp; </SPAN><SPAN style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">正如现在人们喜欢的明星大都从“实力派”向“偶像派”转变一样。过去人们心中的偶像大都是各个领域最具实力的顶尖专业人士,是名副其实的“实力派”,而现在人们追随的则是星味十足的“偶像派”。粉丝们对待自己的偶像是不计成本、不计后果地喜欢。其实,偶像就是一种感情的产品,他打动了人们的心。<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 18pt; TEXT-ALIGN: left; mso-margin-top-alt: auto; mso-pagination: widow-orphan" align=left><SPAN lang=EN-US style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">&nbsp;&nbsp;&nbsp; </SPAN><SPAN style="FONT-SIZE: 11.5pt; COLOR: #2a2a2a; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt">在情感消费者的年代,把产品从“老学究”变身为“万人迷”,就真的可以笑迎八方来客了。<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: right" align=right><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">——文章来自李光斗</SPAN><SPAN lang=EN-US><A href="http://www.boke28.com/Expert/Expert_3172_yes.html"><FONT face="Times New Roman" color=#43609c>http://www.boke28.com/Expert/Expert_3172_yes.html</FONT></A></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: right" align=right><SPAN lang=EN-US><o:p><FONT face="Times New Roman">&nbsp;</FONT></o:p></SPAN></P>

emily901 发表于 2009-7-10 14:19:00

回复:日本电器名企全面巨亏的真实原因

时刻以顾客的需求为中心才能够在这个竞争激烈的市场上走的更远!这篇文章分析的很有道理,佩服!

weius 发表于 2009-7-13 11:32:00

回复:日本电器名企全面巨亏的真实原因

客人的需求永远是第一位的:+
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