东芝是一个典型的经历了历史巨变、人世沧桑、战火洗礼、世纪风云的“长寿企业”。但近年来其在中国市场从市场份额到品牌美誉度都在持续下降。东芝新任中国区董事长兼总裁桐山辉夫的到来能否给东芝带来转机?他将如何发挥东芝的传统优势?又将采取哪些新的战略? Toshiba is a typical experience of the tremendous changes in history, the vicissitudes of life, the baptism of fire, the century “longevity business.” However, in recent years its market share in China to brand reputation has continued to decline. Toshiba’s new China chairman and president of the arrival of Kiriyama Kiichi can bring a turning point for Toshiba? How he will play the traditional advantages of Toshiba? What new strategies will be taken?