中国彩电行业恶性竞争的成因分析

我国彩电行业中,竞争对手之间在成本、产品、品牌、营销方式等方面雷同,进入壁垒低而退出壁垒高;国外企业凭借掌握的先进技术、雄厚的资本、良好的品牌,对我国的彩电生产企业构成强有力的竞争压力;产品严重供大于求,产业链的下游经销商和终端顾客具有较强的谈判地位和广泛的选择余地;彩电生产企业不拥有核心技术,主要以整机组装为主,产品的性能和成本受到上游供应商的制约。这种状况不发生根本性的变化,无论彩电行业向哪个方向发展,我国的彩电行业都无法摆脱恶性价格竞争,难以提高市场竞争力和盈利能力。

The Causes Analysis on the Cutthroat Competition of China Color TV

There are some characters in Chinese color TV industries. First, costs, products, brands and models of marketing between opponents are similar. Second, the bulwark of embarking the color TV industry is low, but the bulwark of quitting is high. Third, overseas companies pose competing tension to Chinese companies by means of advanced techniques, abundant capitals and noted brands. Fourth, the ability of dealers, consumers and upriver providers to palter with the color TV companies is strong. All of the characters compel the color TV companies to compete brutal each other, and make the ability of competing and getting surplus down.