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三星的成功秘訣

三星的成功秘訣

Don Reisinger 2012-08-15
三星這家韓國科技巨頭每年的收入比微軟和蘋果都要高,它卓越的成功可歸功于一項(xiàng)核心戰(zhàn)略:多元化經(jīng)營。從廚房到客廳,三星的產(chǎn)品可謂無處不在,幾乎“占領(lǐng)”了消費(fèi)者家中的每一個(gè)角落。

????各公司成功的原因不盡相同。舉例來說,蘋果(Apple)成功的秘訣在于將硬件與軟件完美結(jié)合,從而創(chuàng)造出優(yōu)質(zhì)的產(chǎn)品。微軟(Microsoft)之所以獲得支配地位,在一定程度上是因?yàn)椴粩鄨?jiān)持拿下大企業(yè)客戶。而眾所周知,谷歌(Google)的成功則是因?yàn)樵摴咀寯?shù)據(jù)來塑造自身產(chǎn)品。三星(Samsung)則另辟蹊徑,那就是多元化經(jīng)營。

????這家韓國巨頭幾乎“占領(lǐng)”了消費(fèi)者家中的每一個(gè)角落。從廚房到客廳,三星的產(chǎn)品可謂無處不在。2012年的消費(fèi)電子展上,三星參展的眾多產(chǎn)品共獲得30項(xiàng)創(chuàng)新獎(jiǎng)。而在2012年的iF設(shè)計(jì)大獎(jiǎng)中,三星贏得44項(xiàng)令人垂涎的榮譽(yù)。iF設(shè)計(jì)大獎(jiǎng)旨在表彰富有美感的工業(yè)設(shè)計(jì)。在《財(cái)富》雜志(Fortune)“最受尊敬企業(yè)”名單中,三星排在英特爾(Intel)、通用磨坊(General Mills)以及聯(lián)合利華(Unilever)之前。

????因此,三星的年收入超過微軟或蘋果根本不足為奇。此外,截至2011年年底,三星已經(jīng)成為世界頂級電視機(jī)制造商,獲得了22.5%的市場份額。三星在顯示器市場也拔得頭籌,擁有15.1%的市場份額。三星還占據(jù)了全球冰箱市場13.5%的份額。而在洗衣機(jī)市場,其市場份額已經(jīng)從2009年的7%增長到了2011年的9.2%。即便在筆記本市場,雖然比不上惠普(HP)和戴爾(Dell)等電腦巨頭,但三星的市場份額在短短幾年內(nèi)已經(jīng)幾乎翻了一番,達(dá)到了6.3%。

????因此,三星的銷售額增長可謂順理成章。2012年第二季度,三星的收入達(dá)到了422億美元(約合47.6萬億韓元),比去年同期增長了21%。公司利潤達(dá)到46億美元,較2011年增長了48%。三星的許多部門幾乎都實(shí)現(xiàn)了增長,其中,信息技術(shù)和移動(dòng)通信業(yè)務(wù)激增60%。另外,該公司數(shù)字媒體和通信業(yè)務(wù)的經(jīng)營利潤飆升了124%。

????三星在手機(jī)市場尤為獨(dú)特,擁有眾多追隨者。Canaccord Genuity分析師邁克爾?沃克利近來給出的數(shù)據(jù)顯示,蘋果和三星兩家公司獲得了移動(dòng)領(lǐng)域上季度總經(jīng)營利潤的108%(兩家公司獲得的份額超過100%是因?yàn)楦偁帉κ执嬖谔潛p)。三星公司上個(gè)月宣布,它在不到兩個(gè)月的時(shí)間里賣出了1千萬部Galaxy S III手機(jī),進(jìn)一步證明了三星在移動(dòng)領(lǐng)域的受歡迎程度。雖與蘋果iPhone相比,這個(gè)數(shù)字相形見拙,但已經(jīng)足以傲視其他競爭對手。

????當(dāng)然,三星可能面臨很多障礙。毫無疑問,三星從諾基亞(Nokia)和黑莓手機(jī)生產(chǎn)商Research in Motion的頹勢中獲益良多。但一個(gè)揮之不去的威脅是,谷歌可能將在未來推出一款“絕對驚人的產(chǎn)品”(某位興奮的分析師的原話),顛覆整個(gè)Android市場。此外,三星正與蘋果公司因?qū)@麊栴}對簿公堂,蘋果起訴三星抄襲了自己的移動(dòng)產(chǎn)品。當(dāng)然,三星不同意這一起訴,并反訴蘋果產(chǎn)品專利侵權(quán)。

????無論如何,三星找到了一種方法,通過冰箱、洗衣機(jī)、電視機(jī)等眾多產(chǎn)品滲透到消費(fèi)者家中。換言之,三星已經(jīng)創(chuàng)造出一個(gè)“品牌”——營銷人員大肆吹捧這一概念,但很少真正理解這個(gè)詞。而且該品牌似乎在很多市場中都能使消費(fèi)者產(chǎn)生共鳴,至少在目前是如此。

????譯者:項(xiàng)航

????Companies become successful for different reasons. Apple, for example, married hardware and software to create premium products. Microsoft became dominant, in part, through hard-nosed pursuit of big business. And Google famously rose by letting data shape its products. Samsung has taken another route: ubiquity.

????The South Korean giant has gone after nearly every corner of consumers' homes, from the kitchen to the living room. At the 2012 Consumer Electronics Show, Samsung won 30 innovation awards for the breadth of products it put on display. And at the 2012 iF Design Awards, which aim to reward beauteous industrial design, the company garnered 44 coveted accolades. On Fortune's most admired companies list, Samsung ranks above Intel (INTC), General Mills (GIS), and Unilever (UL).

????Not much surprise then that Samsung generates more revenue every year than Microsoft (MSFT) or Apple (AAPL). Or that, by the end of 2011, Samsung was the world's top TV maker, earning 22.5% market share. In the display monitor market, it was first with 15.1% share. Samsung also owns some 13.5% of the worldwide refrigerator market. And in washing machines, its market share has grown from 7% in 2009 to 9.2% last year. Even in laptops, where giants like HP (HPQ) and Dell (DELL) dwarf it, Samsung has watched its market share nearly double to 6.3% in just a few years.

????Not surprisingly, Samsung's sales are up. During the second quarter of 2012, Samsung generated $42.2 billion (47.6 trillion Won), representing a 21% gain over the same period last year. Its profit hit $4.6 billion, up 48% compared to 2011. Nearly all of Samsung's sprawling divisions saw gains, including a 60% jump in its IT and mobile communications business. Operating profit in its digital media and communications operation rose 124%.

????Samsung is especially unique in the mobile market where it enjoys an immense following. According to recent data from Canaccord Genuity analyst T. Michael Walkley, Apple and Samsung shared 108% of the operating profits generated last quarter in the mobile space. (The companies were able to nab more than 100% because of the losses incurred by competitors.) Samsung's mobile popularity was further proven last month when the company announced that it had sold 10 million Galaxy S III units in less than two months. The figure pales in comparison to the number of iPhones Apple sells, but dwarfs competitors.

????Of course, Samsung faces plenty of possible obstacles. It has no doubt benefitted from the travails of Nokia (NOK) and Research in Motion (RIMM). But there is a lingering threat that Google (GOOG) will release an absolutely amazing product" -- in the words of one excited analyst -- that would upend the Android market. And, of course, Samsung is locked in a patent dispute with Apple over claims that it copied the iPhone maker's mobile products. Naturally, Samsung disagrees and launched its own patent-infringement claims against Apple's products.

????Still, Samsung has found a way to infiltrate the home by way of refrigerators, washing machines, televisions, and a host of other products. In other words, Samsung has created a "brand" – a much touted but hardly understood term thrown around by marketers. And that brand, at least for now, seems to resonate with consumers across a host of markets.

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