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德国有许多企业,虽然不象奔驰、西门子那样声名显赫,但是若以市场占有率为标准判断,它们却是真正的超级名星。在世界市场上,它们的产品往往占到70%至90%的市场份额,德国对外贸易顺差的很大一部分是由它们创造的。它们是如何创造成功的呢?1、产品——市场专业化与地区多样化相结合。由于规模较小,中小企业在规模上不占优势。德国中小企业克服这一缺陷的方法是:将纵向的产品——市场专业化与横向的地区多样化相结合。为了避免与大企业发生正面冲突,德国中小企业通常将自己的全部资源集中于一个非常狭窄的市场缝隙中——一般是产品技术水平要求较高的市场缝隙中,从事专业化生产,然后力争在此特定的市场缝隙中占据绝对的优势。从生产角度上,它们从不分散自己的力量,然而在销售方面,
There are many companies in Germany. Although not as famous as Mercedes-Benz and Siemens, they are truly super stars if judged by market share. In the world market, their products often account for 70% to 90% of the market share, a large part of Germany’s foreign trade surplus was created by them. How do they create success? 1. Product-market specialization combined with regional diversity. Due to the smaller scale, SMEs do not have an advantage in scale. German SMEs overcome this shortcoming by combining vertical product-market specialization with horizontal regional diversification. In order to avoid head-on conflicts with large companies, German SMEs usually concentrate all their resources in a very narrow market gap—generally in the gaps in the market where product technology requires a higher level, and engage in specialized production, and then strive to This particular market gap has an absolute advantage. From a production perspective, they never distract themselves from their own power. However, in terms of sales,