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松下公司的两个新产品附属插头和双灯用插头刚投向市场就备受欢迎。为了迅速打开局面,松下幸之助与吉田签订总代理合约。吉田负责总经销,松下负责生产并从吉田那里取得3000万日元保证金。松下立即将资金用于扩大生产规模,月产量剧增。东京的电器制造商因此联合起来,不惜血本,大幅降价,致使松下的双灯插座几乎到了无人间津之境。吉田于是赶到松下住处,交涉减价事宜。松下为难极了。要减价,先得从出厂价减起,可出厂价如何减得下来?不得已,松下与吉田解除了合约。怎么办呢?松下决定自己抓销售。松下走上大阪的大街。走了数家电器经销店后,他发现一个惊人而有趣的事实:经销商要求减价的部分,与吉田商店批发的毛利大约相等。也就是说,松下的双灯插座的出厂价不变,取消总经销的中间环节,经销商的零售价格与其他厂家双灯插座的零售价大体接近。
Panasonic’s two new product plugs and dual-lamp plugs are just hitting the market and are very popular. In order to quickly open up the situation, Matsushita Yukiko signed a general agent contract with Yoshida. Yoshida is responsible for the total distribution, and Panasonic is responsible for producing and obtaining a deposit of 30 million yen from Yoshida. Panasonic immediately used funds to expand its production scale, and monthly production soared. As a result, Tokyo’s electrical manufacturers joined forces to make huge price cuts, resulting in Panasonic’s dual-lamp sockets reaching almost nowhere. Yoshida rushed to Matsushita’s residence and negotiated price reductions. Matsushita is extremely difficult. To reduce the price, we must first reduce the ex-factory price, how can the ex-factory price be reduced? Last resort, Matsushita and Yoshida have released their contracts. How to do it? Panasonic decided to grab sales. Matsushita embarked on Osaka’s main street. After taking the number of home appliance dealerships, he discovered an astonishing and interesting fact: The dealer’s request for price reduction was approximately equal to the wholesale gross profit of the Yoshida store. That is to say, the ex-factory price of Panasonic’s dual-lamp sockets remains unchanged, and the intermediate link of the total distribution is cancelled. The retail price of dealers is roughly the same as that of other manufacturers’ dual-lamp sockets.