关于价格战外文文献翻译8561249612923.docx

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1、短学期课课程报告告外 文文 翻翻 译译题 目价格格战的研研究综述述学 院商学学院专 业市场场营销班 级学 号学生姓名名指导教师师审核意见见：指导教师师（签名名） 年年 月 日一、外文文原文（一）标标题：HHow to Figght a PPricce WWar原文：IIn tthe batttlee too caaptuure thee cuustoomerr, ccomppaniies usee a widde rrangge oof ttactticss too waard offf coompeetittorss. Inccreaasinnglyy, ppricce iis tthe w

2、eaaponn off chhoicce annd ffreqquenntlyy thhe sskirrmisshinng ddegeenerratees iintoo a priice warr.Creaatinng llow priice apppeall iss offtenn thhe ggoall, bbut thee reesullt oof oone rettaliiatoory priice slaashiing aftter anootheer iis oofteen aa prreciipittouss deecliine in inddusttry proofitts.

3、Loook at thee aiirliine priice warrs oof 119922. Wheen AAmerricaan AAirllinees, Norrthwwestt Aiirliiness, aand othher U.SS. ccarrrierrs wwentt tooe-tto-ttoe in mattchiing andd exxceeedinng oone anootheerss reeducced farres, thhe rresuult wass reecorrd vvoluumess off aiir ttravvel-andd reecorrd lloss

4、ses. SSomee esstimmatees ssugggestt thhat thee ovveraall losssess suuffeeredd byy thhe iinduustrry tthatt yeear excceedd thhe ccombbineed pproffitss foor tthe enttiree inndusstryy frrom itss inncepptioon.Pricce wwarss caan ccreaate ecoonommicaallyy deevasstattingg annd ppsycchollogiicallly debbiliit

5、attingg siituaatioons thaat ttakee ann exxtraaorddinaary tolll oon aan iindiividduall, aa coompaany, annd iinduustrry pproffitaabillityy. No mattterr whho wwinss, tthe commbattantts aall seeem tto eend up worrse offf thhan befforee thhey joiinedd thhe bbatttle. AAnd yett, ppricce wwarss arre bbecoom

6、inng iincrreassinggly commmonn annd uuncoommoonlyy fiiercce. Coonsiiderr thhe ffolllowiing twoo exxamppless: In JJulyy 19999, Spprinnt aannoouncced a nnighhttiime lonng-ddisttancce rratee off 5 ceentss peer mminuute. IIn AAuguust 19999, MCII maatchhed Sprrintts offf-peeak ratte. Laaterr thhat monnth

7、, ATT & T aacknnowlledgged thaat rreveenuee frrom itss coonsuumerr loong-disstannce bussineess wass faalliing, annd tthe commpanny ccut itss loong-disstannce rattes to 7 ceentss peer mminuute alll daay, eveerydday, foor aa moonthhly feee off $ 5.95. ATT & Tss sttockk drroppped 4.7% tthe dayy off thh

8、e aannoounccemeent. MMCIs sstocck ppricce ddropppedd 2.5%; Sprrintts felll 33.8%. E-Trradee annd ootheer eelecctroonicc brrokeers aree chhanggingg thhe ccomppetiitivve tterrrainn off fiinannciaal sservvicees wwithh thheirr exxtraaorddinaarilly llow-priicedd brrokeeragge sservvicees. Thhe pprevvailli

9、ngg prricee foor ddisccounnt ttraddes hass faalleen ffromm $330 tto $ 155 too $ 8 inn thhe ppastt feew yyearrs.Therre iis aa liittlle ddoubbt, in thee fiirstt exxampple, thhat thee maajorr pllayeers in thee loong-disstannce phoone bussineess aree inn a priice warr. Priice redducttionns pper-seccondd

10、 biilliing, annd ffreee caallss arre tthe priinciipall weeapoons thee pllayeers briing to thee coompeetittivee arrenaa. Theere is litttlee taalk froom aany of thee caarriierss abboutt seerviice, quualiity, brrandd eqquitty, andd ottherr noonprricee faactoors thaat mmighht aadd vallue to a pprodductt

11、 orr seerviice. VVirttuallly eveery commpettitiive movve iis bbaseed oon ppricce, andd evveryy coounttermmeassuree iss a rettaliiatoory priice cutt.Pricce wwarss arre bbecoominng mmoree coommoon bbecaausee maanaggerss teend to vieew aa prricee chhangge aas aan eeasyy, qquicck, andd reeverrsibble act

12、tionnIn tthe seccondd exxampple, thhe ccomppetiitivve ssituuatiion is subbtlyy diiffeerennt annd yyet stiill verry mmuchh a priice warr. E-TTraddess suucceess demmonsstraatess hoow tthe emeergeencee off thhe IInteerneet hhas funndammenttallly cchanngedd thhe ccostt off dooingg buusinnesss. Connseqqu

13、enntlyy, eevenn buusinnessses succh aas CCharrless Scchwaab, whiich useed tto ccomppetee prrimaarilly oon llow-priice apppeall, aare chaantiing a “qquallityy” mmanttra. MMeannwhiile, Meerriill Lynnch andd Ammeriicann Exxpreess havve rrecoogniizedd thhat thee emmerggencce oof tthe Intternnet willl aa

14、ffeect priicinng aand aree chhanggingg thheirr prricee sttruccturres to inccludde ffreee onnlinne ttraddes forr hiigh-endd cuustoomerrs. Thhesee coompaaniees aappeear to be enggageed iin mmoree foocussed priicinng bbatttless, uunliike thee “gglobbaliizedd” ppricce wwar in thee loong-disstannce phoon

15、e marrkett.Mostt maanaggerss wiill be invvolvved in a ppricce wwar at somme ppoinnt iin ttheiir ccareeerss. Eveery priice cutt iss pootenntiaallyy thhe ffirsst ssalvvo, andd soome disscouuntss rooutiinelly lleadd too reetalliattoryy prricee cuuts thaat tthenn esscallatee innto a ffulll-bllownn prric

16、ee waar. Thhats wwhy its aa goood ideea tto cconssideer ootheer ooptiionss beeforre sstarrtinng aa prricee waar oor rrespponddingg too ann agggreessiive priice movve wwithh a rettaliiatoory onee. Oftten, coompaaniees ccan avooid a ddebiilittatiing priice warr alltoggethher by usiing a sset of altter

17、nnatiive taccticcs. Ouur ggoall iss too deescrribee ann arrsennal of weaaponns ootheer tthann prricee cuuts thaat mmanaagerrs wwho aree enngagged in or conntemmplaatinng aa prricee waar mmay alsso wwantt too coonsiiderr.Takee InnvenntorryGeneerallly, prricee waars staart beccausse ssomeeboddy ssomee

18、wheere thiinkss prricees iin aa ceertaain marrkett arre ttoo higgh. Orr soomeoone is willlinng tto bbuy marrkett shharee att thhe eexpeensee off cuurreent marrginns. Prricee waars aree beecommingg moore commmonn beecauuse mannageers tennd tto vvieww a priice chaangee ass ann eaasy, quuickk, aand rev

19、verssiblle aactiion. WWhenn buusinnesss doo noot ttrusst oor kknoww onne aanottherr veery welll, thee prriciing batttlees ccan esccalaate verry qquiccklyy. Andd whhethher theey pplayy ouut iin tthe phyysiccal or thee viirtuual worrld, prricee waars havve aa siimillar sett off annteccedeentss. By und

20、dersstanndinng ttheiir ccausses andd chharaacteerissticcs, mannageers cann maake sennsibble deccisiionss abboutt whhen andd hoow tto ffighht aa prricee waar, wheen tto ffleee onne-aand eveen wwhenn too sttartt onne.The firrst steep, theen, is diaagnoosiss. Connsidder a ssmalll ccommmodiitiees ssuppp

21、lieer tthatt suuddeenlyy fooundd thhat itss laargeest commpettitoor hhad slaasheed ppricces to a lleveel wwelll beeloww thhe ssmalll ccomppanyys cossts. OOne opttionn thhe ssmalllerr coompaany connsiddereed wwas to lowwer itss prricee inn a titt-foor-ttat movve. Buut tthatt prricee woouldd haave bee

22、en bbeloow tthe supppliiers mmargginaal ccostt; iit wwoulld hhavee suuffeeredd deebillitaatinng llossses. FForttunaatelly, a ffew phoone callls revvealled thaat iits advverssaryy waas aatteempttingg too drrivee thhe ssuppplieer oout of thee loocall maarkeet bby uundeerprriciing itss prroduuctss looc

23、allly butt maainttainningg hiigh priicess ellsewwherre. Thhe ssuppplieer ccorrrecttly diaagnoosedd thhe ppriccingg moove as preedattoryy annd eelecctedd too doo twwo tthinngs. FFirsst, thee maanagger callledd cuustoomerrs iin tthe commpettitoorss hoome marrkett too leet tthemm knnow thaat tthe priic

24、e-cuttterr waas ooffeerinng sspecciall deealss inn annothher marrkett. Seccondd, hhe ccallled loccal cusstommerss annd aaskeed tthemm foor ttheiir ssuppportt, ppoinntinng oout thaat iif tthe smaalleer ssuppplieer wwas driivenn offf tthe marrkett, iits cusstommerss woouldd bee faacinng aa moonoppolii

25、st. TThe shoort-terrm ppricce ccutss woouldd tuurn intto llongg-teerm priice hikkes. TThe supppliier ideentiifieed ssoluutioons thaat eeschheweed ffurttherr prricee cuuts andd thhus aveerteed aa prricee waar.Inteelliigennt aanallysiis tthatt leeadss too acccurratee diiagnnosiis iis mmoree thhan hall

26、f tthe curre. Thhe pproccesss emmphaasizzes unddersstanndinng tthe oppporttuniitiees ffor priicinng aactiionss baasedd onn cuurreent marrkett trrendds aand ressponndinng tto ccomppetiitorrs acttionns bbaseed oon tthe plaayerrs aand theeir ressourrcess. Nott onnly is it neccesssaryy too unnderrstaand

27、 whyy a priice warr iss occcurrrinng oor mmay occcur, itt allso is criiticcal to reccognnizee whheree too loook forr thhe rresoourcces to do batttlee.Goodd diiagnnosees iinvoolvee annalyyzinng ffourr keey aareaas iin tthe theeateer oof ooperratiionss. Theey aare cusstommer isssuess suuch as priice s

28、ennsittiviity andd thhe ccusttomeer ssegmmentts tthatt maay eemerrge if priicess chhangge; commpanny iissuues succh aas aa buusinnessss cosst sstruuctuuress, ccapaabillitiies, annd sstraateggic possitiioniing; ccomppetiitorr isssuees, succh aas aa riivalls cosst sstruuctuuress, ccapaabillitiies, ann

29、d sstraateggic possitiioniing; annd cconttribbutoor iissuues, orr thhe ootheer pplayyerss inn thhe iinduustrry wwhosse sselff-innterrestt orr prrofiiless maay aaffeect thee ouutcoome of a ppricce wwar. (Forr a morre ddetaaileed eexpllanaatioon oof ssuchh annalyysess, ssee thee siidebbar “Annalyyzinn

30、g tthe Batttleegrooundd.”)Comppaniies thaat sstepp baack andd exxamiine thoose fouur aareaas ccareefullly oftten finnd tthatt thhey acttuallly havve qquitte aa feew ddifffereent opttionns-iinclludiing deffusiing thee coonfllictt, ffighhtinng iit oout on sevveraal ffronnts, orr reetreeatiing. WWelll

31、llookk att soome of thoose strrateegiees aand howw coompaaniees hhavee deeplooyedd thhem succcesssfuullyy.Stopp thhe WWar Befforee Itt SttarttsTherre aare sevveraal wwayss too sttop a ppricce wwar befforee itt sttartts. Onne iis tto mmakee suure youur ccomppetiitorrs uundeersttandd thhe rratiionaale

32、 behhindd yoour priicinng ppoliiciees. Inn ottherr woordss, rreveeal youur sstraateggic inttenttionns. Prricee maatchhingg poolicciess, eeverrydaay llow priicinng, andd ottherr puubliic sstattemeentss maay ccommmuniicatte tto ccomppetiitorrs tthatt yoou iinteend to figght a ppricce wwar usiing alll

33、poossiiblee reesouurcees. Buut ffreqquenntlyy thhesee deeclaarattionns aabouut llow priicess, oor aabouut nnot enggagiing in priice proomottionns, areentt loow-ppricce sstraateggiess att alll. Suuch annnounncemmentts aare simmplyy a wayy too teell commpettitoors thaat yyou preeferr too coompeete on

34、dimmenssionns ootheer tthann prricee. Wheen yyourr coompeetittorss aggreee thhat succh ccomppetiitioon wwilll bee moore proofittablle tthann coompeetinng oon ppricce, theeylll ttendd too goo allongg. Thaat iis pprecciseely whaat hhapppeneed wwhenn Wiinn-Dixxie folllowwed thee Biig SStarr suuperrmarr

35、kett chhainn inn Noorthh Caarollinaa annd aannoouncced thaat iit, tooo, wwoulld mmeett orr beeat muttuall riivall Foood Lioonss prricees. Affterr twwo yyearrs, thee nuumbeer oof eequiipriicedd prroduuctss ammongg 799 coommoonlyy puurchhaseed bbrannd iitemms aat tthe suppermmarkketss haad mmoree thha

36、n douubleed. Fuurthher, thhe ooverralll maarkeet ppricce lleveel hhad inccreaasedd foor tthesse pprodductts. Whhat happpenned? TThe stooress sttoppped commpettingg onn prricee. In facct, thee daata sugggesst tthatt Foood Lioon rraissed itss prricees aafteer iits commpettitoors annnounncedd thhey wou

37、uld mattch Foood LLionns priicess.TactticExammpleeNonppricce RRespponssesReveeal youur sstraateggic inttenttionns aand cappabiilittiess Offeer tto mmatcch ccomppetiitorrs priicess, offferr evveryydayy loow ppriccingg, oor rreveeal youur ccostt addvanntaggeComppetee onn quualiityIncrreasse pprodductt

38、 diiffeerenntiaatioon bby aaddiing feaaturres to a pprodductt, oor bbuilld aawarreneess of exiistiing feaaturres andd thheirr beeneffitss. Empphassizee thhe pperfformmancce rriskks iin llow-priicedd opptioons.Co-oopt conntriibuttorss Formm sttrattegiic pparttnerrshiips by offferiing coooperratiive o

39、r excclussivee deealss wiith supppliierss, rreseelleers, orr prroviiderrs oof rrelaatedd seerviicessPricceReespoonseesUse commpleex ppricce aactiionss Offeer bbunddledd prricees, twoo-paart priicinng, quaantiity disscouuntss, ppricce pprommotiionss, oor lloyaaltyy prrogrramss foor pprodducttsIntrrod

40、uuce neww prroduuctssIntrroduuce flaankiing braandss thhat commpette iin ccusttomeer ssegmmentts tthatt arre bbeinng cchalllenngedd byy coompeetittorssDeplloy simmplee prricee acctioonsAdjuust thee prroduucts rreguularr prricee inn reespoonsee too a commpettitoorss prricee chhangge oor aanottherr po

41、otenntiaal eentrry iintoo thhe mmarkket出处：HHarvvardd Buusinnesss Reevieew,SSeptt01,20000(二） 标题：SStraateggiess too Fiightt Loow-CCostt Riivalls原文：IIts eeasiier to figght thee ennemyy yoou kknoww thhan onee yoou ddont. Witth ggalee-foorcee wiindss off coompeetittionn laashiing eveery inddusttry, coomp

42、aaniees mmustt innvesst aa loot oof mmoneey, peooplee, aand timme tto ffighht aarchhrivvalss. TTheyy fiind it touugh, chhalllenggingg, aand yett sttranngelly rreasssurringg too taake on fammiliiar oppponeentss, wwhosse aambiitioons, sttrattegiies, weeaknnessses, annd eevenn sttrenngthhs rreseemblle

43、ttheiir oown. CEEOs cann eaasilly ccompparee thheirr gaame plaans andd prroweess witth ttheiir ddopppelggngeers byy trrackkingg sttockk prricees bby tthe minnutee, iif ttheyy deesirre. Thuus, Cokke dduells PPepssi, Sonny bbatttless Phhiliips andd Maatsuushiita, Avvis commbatts HHerttz, Proocteer & G

44、aamblle ttakees oon UUnilleveer, Catterppilllar claashees wwithh Koomattsu, Ammazoon ssparrs wwithh eBBay, Twweeddleddum figghtss Twweeddleddee.Howeeverr, tthiss obbsesssioon wwithh trradiitioonall riivalls hhas bliindeed ccomppaniies to thee thhreaat ffromm diisruuptiive, loow-ccostt coompeetittors

45、s. AAll oveer tthe worrld, esspecciallly in Eurropee annd NNortth AAmerricaa, oorgaanizzatiionss thhat havve bbusiinesss mmodeels andd teechnnoloogiees ddifffereent froom tthosse oof mmarkket leaaderrs aare musshrooomiing. Suuch commpanniess offferr prroduuctss annd sservvicees aat ppricces draamatt

46、icaallyy loowerr thhan thee prricees eestaabliisheed bbusiinesssess chhargge, oftten by harrnesssinng tthe forrcess off deereggulaatioon, glooballizaatioon, andd teechnnoloogiccal innnovaatioon. By thee eaarlyy 19990ss, tthe firrst priice warrrioors, suuch as Cosstcoo Whholeesalle, Delll, Souuthwwestt Aiirliiness, aand Wall-Maart, haad ggobbbledd upp thhe lluncchess off seeverral inccumbbentts. Noww, oon bbothh siidess off thhe AAtlaantiic, a ssecoond wavve iis rrolllingg inn: GGermmanyys AAldii suuperrmarrketts, Inddias AAra-vinnd EEye Hosspittalss, BBrittainns DDire