機遇與挑戰：

• 穀歌宣布收購全球知名通訊設備製造商摩托羅拉
• 全球家電業生態也發生了顛覆式變革
• 互聯網帶給家電業大規模定製轉型

近來全球電子業頗不平靜：先是美國IT巨頭穀歌宣布收購全球知名通訊設備製造商摩托羅拉，緊接著全球P C巨頭惠普公布了擬剝離個人PCyewudezhanlvezhongzujihua，ercishiribendianziyeshenxianjitikuisunganga，bufenqiyeshenzhitongguochushouzichanbaituoyali
，erzhongguojiadianqiyezaijiadianxiaxiangdengneixucijizhengcexingjiangjieshuzhijiyexianruleyipiankonghuangzhong。

zaiouzhaiyijimeizhaiweijibeijingxia，quanqiujingjijinrufusuguidaobiandeyaoyaowuqi
，erquanqiujingjixingshibuwendingdailaidedianzichanpinxuqiuxiangduiweisuoyijichengbenjiegoudeyichangbodongqueshichuantongjiadianzhizaoqiyexianruleliangnandefazhanjingdi，cishiwufatongguomoshitiaozhengshiyingxiaofeixuqiubianhuadeqiyezhengxunsuzouxiangshuailuo。zuidianxingdejiushi
，yuanyoudezaiguoshengshidaifazhanqilaidechanyejutoubujinmianlinzheshichangfenejijushuaituideganga，chushouchanyebankuaiqiushengdeshijianyepinpinfasheng，zhesihuyushizhequanqiujiadianbankuaizhongzuzhengzaitisu。

zijinrongweijibaofayilai
，tongzhangyalixunsuzaiquanqiufanweineimanyan
，quanqiuxiaofeidianzixuqiuchengxianxiangduiweisuozhuangtai。tongshi，meiyuandeliudongxingguoshengchixutuigaozhequanqiudazongshangpinjiage，quanqiujiadianqiyedeguyouchengbenjiegoubeidapo
，quanqiuyuancailiaojiageyijishengchanyaosujiagebuduanpansheng，qiyedoubeishangleyuancailiao、人ren力li資zi源yuan等deng價jia格ge不bu斷duan提ti升sheng的de成cheng本ben包bao袱fu。然ran而er金jin融rong危wei機ji帶dai給gei全quan球qiu產chan業ye界jie的de遠yuan不bu是shi成cheng本ben結jie構gou的de改gai變bian，而er是shi徹che底di顛dian覆fu了le原yuan有you的de市shi場chang生sheng態tai，使shi消xiao費fei需xu求qiu處chu於yu反fan複fu波bo動dong之zhi中zhong。隨sui著zhe全quan球qiu產chan業ye步bu入ru過guo剩sheng時shi代dai，特te別bie是shi在zai全quan球qiu金jin融rong危wei機ji引yin發fa的de全quan球qiu消xiao費fei需xu求qiu波bo動dong情qing況kuang下xia，如ru何he準zhun確que快kuai速su滿man足zu用yong戶hu需xu求qiu成cheng為wei全quan球qiu產chan業ye界jie麵mian臨lin的de共gong同tong課ke題ti，一yi旦dan企qi業ye無wu法fa迅xun速su把ba握wo並bing滿man足zu用yong戶hu需xu求qiu很hen可ke能neng陷xian入ru需xu求qiu失shi控kong而er導dao致zhi企qi業ye迅xun速su走zou向xiang衰shuai落luo。

不可否認的是，伴隨著全球經濟形勢以及市場生態的變化
，全球家電業生態也發生了顛覆式變革，摩托羅拉、惠hui普pu以yi及ji日ri本ben電dian子zi業ye的de境jing遇yu不bu僅jin僅jin是shi反fan複fu波bo動dong的de全quan球qiu經jing濟ji形xing勢shi使shi然ran
，更geng重zhong要yao的de是shi其qi發fa展zhan戰zhan略lve無wu法fa適shi應ying當dang前qian市shi場chang現xian狀zhuang的de客ke觀guan反fan映ying。換huan句ju話hua說shuo，這zhe些xie企qi業ye的de衰shuai退tui境jing遇yu是shi其qi自zi身shen戰zhan略lve衰shuai退tui造zao成cheng，一yi旦dan無wu法fa適shi時shi實shi現xian調tiao整zheng
，未wei來lai被bei新xin興xing的de企qi業ye並bing購gou是shi在zai預yu期qi之zhi內nei的de。

congdangqianchanyefazhanxianzhuangkan
，zhexieguatouqiyedadoushizaichanpinduanqueshidaichengchangqilaide，tamengoujianleyizhongnenggouzaibishishixianwenjianfazhandechanyejiegouyijifazhanmoshi。erzaihulianwangjingjishidai，mianduiriyibianhuadexiaofeixuqiu

，zhexieqiyezaiyuanyoudeguanlijiagouxiaxiandelibucongxin，zhouranxianrudaoxuqiushikongdezhuangtaizhong，motuoluolaweinengshiyingshoujizhinenghuafazhanqushi、惠普無法準確跟上PC變bian革ge風feng潮chao。種zhong種zhong跡ji象xiang表biao明ming，單dan純chun依yi靠kao製zhi造zao產chan品pin等deng待dai消xiao費fei者zhe購gou買mai的de時shi代dai已yi經jing一yi去qu不bu返fan了le，當dang前qian如ru何he根gen據ju消xiao費fei需xu求qiu的de變bian革ge研yan製zhi產chan品pin才cai是shi企qi業ye實shi現xian穩wen健jian發fa展zhan的de必bi由you之zhi路lu。

互(hu)聯(lian)網(wang)經(jing)濟(ji)時(shi)代(dai)帶(dai)給(gei)家(jia)電(dian)業(ye)的(de)最(zui)大(da)影(ying)響(xiang)就(jiu)是(shi)推(tui)動(dong)整(zheng)個(ge)產(chan)業(ye)從(cong)大(da)規(gui)模(mo)製(zhi)造(zao)向(xiang)大(da)規(gui)模(mo)定(ding)製(zhi)轉(zhuan)型(xing)，在(zai)這(zhe)一(yi)過(guo)程(cheng)中(zhong)，不(bu)斷(duan)波(bo)動(dong)變(bian)化(hua)的(de)消(xiao)費(fei)需(xu)求(qiu)起(qi)到(dao)了(le)至(zhi)關(guan)重(zhong)要(yao)的(de)作(zuo)用(yong)。從(cong)本(ben)質(zhi)上(shang)看(kan)
，互(hu)聯(lian)網(wang)經(jing)濟(ji)時(shi)代(dai)實(shi)現(xian)了(le)產(chan)業(ye)角(jiao)色(se)以(yi)及(ji)流(liu)程(cheng)的(de)相(xiang)對(dui)逆(ni)轉(zhuan)，消(xiao)費(fei)者(zhe)從(cong)之(zhi)前(qian)的(de)被(bei)動(dong)接(jie)受(shou)者(zhe)轉(zhuan)變(bian)為(wei)需(xu)求(qiu)(或者說產品)的主動提出者。

與此前單向的“製造企業—渠道—消費者”的產業流程不同，互聯網經濟時代要求整個產業形成“消費者—製造企業—渠道—消費者”的雙向產業流程，這意味著為了適應日趨個性化、碎片化的消費需求
，企業必須顛覆原有的發展模式才能適應這一變化。具體來講，企業必須從兩個維度進行變革：一是對消費需求的敏感度，也就是把握全球消費需求變動的能力
，這是適應互聯網經濟時代發展必須采取的根本變化;ershimanzuxiaofeixuqiudesudu，yejiushizhenghequanqiuziyuanchuangxinjizhizaochanpindenengli。haobukuazhangdijiang，zhelianggeweidujiangjuedingzheqiyezaiquanqiushichangjingzhengzhongdediweiyuhuayuquan。

我wo們men看kan到dao，當dang前qian部bu分fen企qi業ye在zai消xiao費fei需xu求qiu指zhi導dao下xia實shi施shi了le商shang業ye模mo式shi變bian革ge
，首shou次ci構gou建jian起qi消xiao費fei需xu求qiu指zhi導dao下xia的de產chan業ye發fa展zhan體ti係xi
，而er這zhe也ye使shi這zhe些xie企qi業ye在zai全quan球qiu範fan圍wei內nei實shi現xian了le快kuai速su發fa展zhan
，衝chong擊ji著zhe原yuan有you的de產chan業ye格ge局ju，加jia速su著zhe歐ou美mei傳chuan統tong家jia電dian寡gua頭tou全quan球qiu衰shuai退tui的de步bu伐fa。

簡jian單dan將jiang企qi業ye的de競jing爭zheng力li寄ji望wang於yu產chan業ye規gui模mo擴kuo大da帶dai來lai的de規gui模mo經jing濟ji上shang的de做zuo法fa已yi經jing過guo時shi了le
，如ru何he構gou建jian起qi既ji能neng抵di禦yu經jing濟ji形xing勢shi波bo動dong又you能neng準zhun確que把ba握wo並bing滿man足zu消xiao費fei需xu求qiu的de產chan業ye發fa展zhan體ti係xi才cai是shi企qi業ye獲huo得de全quan球qiu競jing爭zheng力li的de根gen源yuan所suo在zai。在zai這zhe一yi過guo程cheng中zhong，原yuan有you的de部bu分fen全quan球qiu產chan業ye寡gua頭tou由you於yu無wu法fa跟gen上shang市shi場chang及ji全quan球qiu經jing濟ji形xing勢shi的de變bian化hua而er逐zhu漸jian陷xian入ru衰shuai退tui的de尷gan尬ga，最zui終zhong落luo入ru了le快kuai速su“死亡”的(de)迷(mi)局(ju)。對(dui)中(zhong)國(guo)家(jia)電(dian)企(qi)業(ye)來(lai)講(jiang)
，構(gou)建(jian)起(qi)適(shi)應(ying)互(hu)聯(lian)網(wang)經(jing)濟(ji)時(shi)代(dai)的(de)產(chan)業(ye)結(jie)構(gou)並(bing)根(gen)據(ju)消(xiao)費(fei)需(xu)求(qiu)實(shi)現(xian)產(chan)業(ye)流(liu)程(cheng)的(de)逆(ni)轉(zhuan)是(shi)提(ti)升(sheng)全(quan)球(qiu)競(jing)爭(zheng)力(li)的(de)必(bi)由(you)之(zhi)路(lu)，也(ye)是(shi)那(na)些(xie)深(shen)陷(xian)經(jing)營(ying)困(kun)境(jing)的(de)全(quan)球(qiu)家(jia)電(dian)寡(gua)頭(tou)們(men)的(de)最(zui)大(da)啟(qi)示(shi)。