打赢中国消费电子市场之战 毕业论文文献翻译.docVIP

吉林工程技术师范学院 工商管理学院 外文资料 学生姓名： 指导教师： 专 业：市场营销 班 级：0942 学 号： 05 论文起止年月：2012 年 12 月 至 2013 年 6 月 外文文献 Winning the battle for the Chinese Consumer Electronics Market By Ingo Beyer von Morgenstern and Chris Shu September 1, 2006 Competing in mainland Chinas consumer electronics market has never been easy: rampant price wars caused by overcapacity have squeezed profit margins to some of the lowest levels in the world. And, as if things werent bad enough for manufacturers, a new wave of consolidation among electronics retailers is turning up the heat. We recently saw the acquisition of China Paradise Electronics Retail by Gome Electrical Appliances Holding, Chinas leading electronics speciality chain. That came fresh on the heels of an alliance struck—then put on hold—between China Paradise and Dazhong Electrical Appliance. In April, US-based Best Buy acquired Jiangsu Five Star. All this has happened within the space of a few months. Retail chains dominate the consumer electronics landscape: a handful of these players control as much as 40 per cent of sales in first-tier cities like Shanghai and Beijing. They dominate even more in some product categories: the new giant forged from the imminent merger of Gome and China Paradise will control 60 to 70 per cent of TV sales in Shanghai. Unless consumer electronics players-whether Chinese or foreign—rethink their strategy, they risk losing the battle for the wallets of millions of mainland consumers. A lot is at stake: the mainlands consumer electronics market has been growing at a compound rate of 12 per cent a year, and is expected to reach about 1 trillion yuan by 2010, up from 590 billion yuan this year. This market will account for 25 per cent of the global market by 2010. Carving out a share of it has ranked high on the agendas of many of the worlds consumer electronics companies for some time. Many of the worlds best-known brands already have a sizeable presence in China. But price wars—triggered in part by the