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1996年,国产彩电的经营业绩着实火了一把。在这一年中,长虹、康佳、TCL等彩电生产企业运用降价策略、名牌战略及其他市场营销手段,以一套“组合拳”与进口彩电在市场上正面较劲。在激烈的竞争中,国产彩电市场占有率明显上升,令家电行业人士为之振奋。统计部门公布的1996年中国百家商场主要家电市场排行榜上,国产名牌彩电所占的市场份额激增。彩电销量前五名中四名是国货:长虹、康佳、北京、TCL,总计销量占市场份额的60.29％,其中长虹从5月份就超过日本松下,成为国内市场占有率最高的彩电品牌。降价引发大战去年年初,四川长虹集团率先打出“降价牌”,其彩电主要品种分别降价200—800元,一次性降价幅度之大,前所未有。此举引发彩电市场激烈振荡,使彩电市场的竞争达到白热化。国内其他名牌彩电生产企业也不甘示弱,为使自己在市场中占有一席之地,纷纷
In 1996, the operating performance of domestic color TV really a fire. In this year, Changhong, Konka, TCL and other color TV manufacturers using price-cutting strategies, brand-name strategies and other marketing tools to a “combination of fist” and imported color TV positive in the market. In the fierce competition, the market share of domestic color TV increased significantly, so that the appliance industry, people are excited. Statistics released by department stores in 1996 China’s major home appliances market rankings, the share of domestic brand TV surge in market share. Among the top five color TV sales, four were domestic products: Changhong, Konka, Beijing, TCL. Total sales accounted for 60.29% of the market. Among them, Changhong surpassed Japan Matsushita in May and became the highest TV brand in the domestic market. Price war triggered the beginning of last year, Sichuan Changhong Group took the lead in playing the “price tag”, the major color TV prices were 200-800 yuan, one-time price cuts of unprecedented magnitude. This triggered a fierce market oscillation color TV, color TV market competition intensified. Other domestic famous TV manufacturers are outdone, in order to make their own place in the market, have