出版商要扩张要做大规模 方能抵御亚马逊.pptx

Inefficiency is not a quality usually associated with Amazon but Jeff Bezos’s company is behaving as if it is a small, disorganise ed bookstore that cannot quite control its stock. “You want that book, do you? Very sorry but we have run out. We can order you an other copy but they are taking a long time to arrive at the moment. How about buying another title instead?” “低效”与亚马逊(Amazon)通常沾不上 边，但杰夫8226;贝索斯(Jeff Bezos)的这家公司现在却表现得像一家组织混乱、库存控制不力的小书店。“你想买那本书是吗？不好意思，库存没货。我们可以为您预订一本，但要花很长时间才能送到。要不买本别的书吧？” It is a ruse, of cour se. When Amazon tells its US customers that The Silkworm, the new novel by Robert Galbraith, a pseudonym for JK Rowling, is “curre ntly unavailable”, it is not telling the truth. What it means is that it is not making the book available for preorder because it is published by Hachette, from which Amazon is trying to force discounts. 这当然是骗人。亚马逊告诉美国顾客，罗伯特8226;加尔布雷思（Robert Galbraith，J8226;K 8226;罗琳(JK Rowling)的笔名）的小说新作《蚕》(The Silkworm)“目前无货”，说的不是实话。亚马逊的真实意思是，它不会预售该书，因为这本书由Hachette出版，而亚马逊正在试图迫使该出版社提供折扣。 This is the mome nt publishers have feared since they lost an antitrust case in the US and Europe last year. “They were concerned that, should Amaz on continue to dominate the sale of ebooks to consumers, it would start to demand lower wholesale prices,” wrote Denise Cote, the US district judge. She ruled that the publishers had conspired with Apple to raise book prices in its store. 出版商们自从去年在美国和欧洲输掉一桩反垄断 官司以来，便对这种场景忧心忡忡。“它们担心，如果亚马逊继续垄断电子书的销售，它将开始要求降低批发价格，”美国地区法官丹尼丝8226;科特(Denise Cote)写道。她裁定，出版商与苹果(Apple)合谋提高苹果商店里的电子书价格。 By forming a blatant cartel, the “big six” publishers and Apple botched their effort to resist Amazon’s dominance of ebooks with the Kindle. I t made the strangest antitrust cases of recent years – the US government and the European Commission rushing to the aid of an emer ging monopolist. 因为组成的同业联盟太过明目张胆，“六大”出版商和苹果在抵抗亚马逊通过Kindle垄断电子书的斗争中马失前蹄。此案成为近年来最奇怪的反垄断案件之一——美国政府和欧盟委员会(European Commission)竟然急着去帮助 一家正在崛起的垄断企业。 Mr Bezos once suggeste