问题 问答题 论述题

技术创新一直是海信集团实现可持续发展的动力,集团董事长周厚健认为,如果把企业看成一个木桶,那么技术是桶底,其他的生产要素是桶帮,没有桶底,桶帮再高也没有用,木桶的容量依然为零。海信投巨资建立了国家级的企业技术中心,技术中心成为海信产品的摇篮,产业的孵化器,成为国家863计划产业基地。为适应未来发展的需要,海信对技术创新体系进行了调整,将离市场距离较近、研制周期相对较短的产品开发划入子公司,而技术中心专门负责集团重点项目和周期相对较长的产品的开发,形成了更灵活高效的技术开发体系。

20世纪90年代中后期,空调市场已经成为家电业中成长最快的市场之一。但是,我国空调产品一直是以价格高昂的贵族形象展现在人们面前,工薪阶层很难问津。中国的空调市场早已是战火纷飞,国家信息中心公布的一项调查材料证实,1996年,我国空调产品实现市场销售680多万台,而当时全国空调的生产能力已超过了1200万台,还有10个空调项目约270万台的生产规模已上马。

海信集团决策层对国内空调市场进行了周密研究:从表面看,国内空调已供大于求,但国内市场拥有的是清一色的定速空调。它们到空调生产大国日本考察,发现日本市场定速空调仅占整个市场份额的15%,而大多数的市场全被变频空调占领。1997年4约,海信空调与“变频”这个新鲜词一时间闯入中国消费者的视野。这一年,海信被国家一权威部门认定为“中国最大变频空调生产基地”,第二年,海信空调跻身全国空调“十强”。

面对机遇,海信空调当仁不让。此时,海信手中已经握有杀手锏:第一,通过攻关掌握了变频空调一系列新技术,其中仅控制系统的软件开发技术,就比依赖进口降低成本500元,为高科技、低价位奠定了基础;第二,已经形成了60万台的年生产能力,相对成本降低,规模效益显现出来,使海信有了在价格竞争中的发言权;第三,推行科学管理,使成本在可能范围内得到有效控制,参与价格竞争已具有内在的控制力。经过几年的发展,消费者樱井逐步接受变频概念;1999年变频空调在国内空调销售中仅占5%,到2000年就上升到10%。业内专家预计我国空调市场总容量将达到1000万台,变频空调将占30%左右,未来几年变频空调将达到50%的市场份额。

1998年~1999年的海信,制造变频空调的经验已有所积累,在研发力量储备上也已经成熟,但是居高不下的价格,成为阻碍销售的瓶颈问题。但时,诸多一线品牌稳坐钓鱼台,由于利润可观,无须用打价格战的方式来争夺市场,海信属于无法同强势品牌竞争的三线品牌,品牌知名度不高,消费者对于变频空调认识不足,几年来在销售上没有很大突破,亟需寻找一条突围之路。

2000年初春,海信在北京打响了工薪变频空调价格闪击战,推出了价格接近同等功率普通定速空调的系列“工薪变频“空调,在国内行业,商界以及消费者中引起强烈反响,仅3月份一个月,工薪变频空调的销量就突破6万台,创下了淡季单型号销量的最高记录。海信依靠变频产品的领先科技优势,迅速抢占了我国空调竞争高端市场,品牌知名度迅速攀升,市场占有率也一下子窜至第四位。

“技术进一步,价格让一步“,技术创新的最直接目的就是让消费者买得起高科技、高品质产品,因此,海信用技术革命价格,让技术创新的成果直接让利于消费者。纯粹的价格战或变相的价格促销作秀在总量严重过剩的空调市场已无所作为,“技术进一步,价格让一步“搞的是价值战,从把握核心竞争力入手,获取新的垄断权,树立与众不同的产品形象与企业形象,占领迅速成长的空调市场。营销是创造产品和价值并与人交换产品和价值,以满足消费者需求的过程。海信变频空调案例的成功,就在于将技术优势转化为市场优势,从满足顾客的价值实现企业的价值。

在市场竞争日益激烈的环境下,海信恰当地运用自己的技术实力,结合价格竞争和非价格竞争,持续不断地演绎技术与市场互动的神话,享受规模经济与范围经济带来的超额利润。

“技术进一步,价格让一步“的实质是什么?

答案

参考答案:

在完全竞争的市场结构下,技术的进步可以带来成本的降低及满足新的需求,通过低的成本而达到很好的市场份额度。低成本竞争策略是企业唯一的也是最佳的竞争策略。

单项选择题
阅读理解

It’s cool, and it’s hot, and everyone is doing it. People talk about it often, and friends tell other friends how good they look. Sound like a fashion? It’s actually another trend(倾向): “blog”. What’s a blog? A blog is a personal online diary. The word “blogger” means a person who writes diaries online.

Many bloggers are teens who’ve been logging(进入) onto sites to discuss anything in their lives. Many of today’s teenagers are not afraid to openly discuss everything in their lives. Teens complain(抱怨) about parents and homework. They share diaries, post songs from the latest bands and show pictures of theirs. They write their own poems, say something about their girlfriends or boyfriends and complain to each other or offer support. But mostly they just write down what they do every day.

However, many parents are afraid of these young bloggers. Parents see the kids talking about how they got drunk last weekend and how they don’t like studying. They are using language that is surprising to their parents. Besides hearing from their friends, teen bloggers also get message from strangers. Most of the time, it’s older men asking to meet teenage girls. “These strange men are dangerous for my kids. They sometimes teach my kids bad words, “ said Cara Cabral, a mother of two.

Many teens and young adults know it’s not safe to use blogs on the Internet. They know they are putting information about themselves in a place they can be seen by anyone. But teens are unlikely to give up these new communication tools that have becomes a way of life for many of them.

Are you a bloggers? What do you think of the blog?

小题1: What does the underlined word “it” mean in the first paragraph?

A.the blog

B.talking online

C.the Internet

D.the website小题2:A blogger is a person ___________.

A.who teaches kids bad words

B.who posts songs from the latest bands

C.who got drunk last weekend

D.who writes diaries online小题3:According to this passage, teen bloggers mostly __________.

A.complain about parents and homework

B.write down what they do every day

C.offer support to each other

D.share diaries and show pictures of theirs小题4:Parents think it’s dangerous for their kids to use blogs because ________.

A.their kids use a surprising language

B.their kids talk about how they don’t like studying

C.teen bloggers got messages from strangers

D.their kids talk about their girlfriends or boyfriends小题5: Which of the following is NOT true according to the passage?

A.Many teens know it’s not safe to use the blog on the Internet.

B.Most of today’s teenagers aren’t afraid to openly discuss everything in their lives.

C.A blogger’s information about himself can be seen by anyone on the Internet.

D.It’s easy for teenagers to give up blogging.