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10年前,美国的零售业中突然闪现出两颗新星,科马特和沃尔玛在市场中同时争霸,各有千秋。10年后的今天,科马特经营业绩下降,沃尔玛却一跃成为全球最大的零售商,这到底是为什么?同样,著名的索尼公司和老牌的迪斯尼公司在扩展自己的实力时,做了两个不同的选择。索尼公司在美国大举进入传媒领域,以高昂的代价为自己买进了一个陌生的行业,而迪斯尼却懂得利用本行业的巨大优势,不断给消费者带来“娱乐的魔力”,迪斯尼成功了,索尼却陷入困境。美国未来学院院长、国际著名的预测专家扬·莫里森将这种现象称之为来自“第二曲线”的挑战。任何一个高速成长中的大公司,其“第一曲线”为其带来了丰厚的利润,但是如果要实现持续的发展壮大,就必须跨越“第二曲线”的障碍,面对来自技术、消费者和市场格局的新变化。 扬·莫里森提出的“第二曲线”的概念同样合适于分析一个
Ten years ago, two new stars suddenly appeared in the retail industry in the United States. Both Komart and Wal-Mart hegemony in the market at the same time, each has its own advantages. Now 10 years later, Kmart’s business performance decline, Wal-Mart has become the world’s largest retailer, which in the end is why? Similarly, the famous Sony and veteran Disney companies to expand their strength, made two A different choice. Sony in the United States into the field of mass media, at a high price for their own bought a strange industry, but Disney know how to take advantage of the huge advantage of this industry, continue to bring consumers “the magic of entertainment,” Disney succeeded, Sony is in trouble. Jan Morrison, Dean of the Future School of the United States and world-renowned forecasting expert, calls this a challenge from the “second curve.” For any large, fast-growing company, its “first curve” has brought huge profits, but if it is to continue to grow and develop, it must go beyond the barriers of the “second curve” And the new changes in the market structure. The concept of “second curve” proposed by Jan Morrison is also suitable for analyzing one