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家电营销毕业论文外文资料.docx

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吉林工程技术师范学院工商管理学院外文资料学生姓名：郭毓涛指导教师：李文丽专业：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?rise