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北京新宝电器有限公司是一家与台商合资的企业。主要生产和销售微波炉。1992年建厂时年生产能力为10万台,目前年产量维持在8万台左右。公司最初的销售策略以外销为主(大约占70％,主要出口欧洲各国),内销为辅(大约占30％)。现在该公司的产品几乎被挤出国内市场。而欧洲市场的反倾销,又使得公司产品外销量急剧下降。公司业绩已出现大幅度滑坡,累计亏损不断扩大。其原因主要在于经营策略失误。
Beijing Xinbao Electric Co., Ltd. is a joint venture with Taiwanese enterprises. The main production and sale of microwave ovens. In 1992 when the factory production capacity of 100,000 units, the current annual output remained at 80,000 units. The company's initial sales strategy mainly for export (about 70%, mainly exported to European countries), domestic sales supplement (about 30%). Now the company's products are almost squeezed out of the domestic market. Anti-dumping in the European market, but also makes the company's product sales dropped sharply. Company performance has shown a significant decline, the cumulative loss has been expanding. The main reason is that business strategy errors.