论文部分内容阅读
这是一家普普通通的机械制造公司,下面有两个事业部,产品分别是小型包装机和小型食品机。和其他珠三角无数民营企业的成功经验一样,他们的产品以低价和快速的模仿创新占据了低端市场。他们的客户一方面极为欢迎这些物美价廉的产品,一方面又对不稳定的质量怨声载道。为了安抚这些受伤的客户,他们建立了庞大的售后服务网络,每年的利润都会有好大一部分重新回到客户那里。于是销售额保持两位数的增长,利润率却直线下滑,更要命的是,客户并不买账,他们依然怨声载道,依然一有机会就选择更优质的进口产品。
This is an ordinary machinery manufacturing company, there are two divisions below, the products are small packaging machines and small food machines. Like the successful experiences of countless other private enterprises in the Pearl River Delta, their products dominate the low-end market with cheap and fast imitation innovations. On the one hand, their clients welcome these inexpensive products on the one hand, and on the other hand complain about the unstable quality. To appease these wounded customers, they have built a vast network of after-sales services, returning a good portion of their annual profits back to their customers. As a result, sales have enjoyed double-digit growth but profit margins plummet. Even worse, customers do not buy it. They still complain and still choose better imports as soon as they have a chance.