工商管理英语第三章后半部分

英语第三章后半部分Commoditization and mass customizationTwo key trends have changed the context of strategic management . From a strategy perspective ,commoditization refers to the increasing difficulty firms have distinguishing their products and services from those of their rivals . Rapid advances in technology have created numerous opportunities for firms to differentiate their products from those of their competitors -differentiation that can exceed the needs of buyers and even confuse them . Buyers become inundated with an excessive number of options and little time to investigate or comprehend most of them . In an effort to simplify their choices, buyers view products as commodities and tend to reduce purchase decisions to a few key factors ,such as a major product feature ,reliability ,or convenience. If buyers are unable to readily distinguish among the competitors along these factors , they may view the product as a commodity and base their final purchase decision on price . Hence ,while firms may be doing all they can to set themselves and their products apart from the competitions , customers may not see them quite as distinguish两家主要趋势已经改变了战略管理的背景。从战略的角度来看，商品化是指增加困难的企业有区分他们的产品和服务与竞争对手。快速发展的技术已经创造了许多机会，企业向他们区分他们的产品，从他们的竞争对手-分化，可以超过买家的需求，甚至混淆他们。买家会被大量的选择和很少的时间来调查或理解其中的大部分。为了简化他们的选择，买家把产品当作商品，并倾向于减少购买决策的几个关键因素，如主要产品的功能，可靠性，或方便。如果买方无法很容易地将这些因素中的竞争对手区分开来，他们可以将产品视为一种商品，并将其最终购买决定以价格作为基础。因此，虽然公司可能会尽一切可能把自己和他们的产品，除了竞争，客户可能看不到他们很有区别。able.Commoditization can create serious problems for firms that end up spending more to enhance product features only to be met with buyers who are inexorably price-conscious. In a relatively short period of time , for example ,digital cameras have overtaken film cameras as the product of choice . Whereas most film cameras had only a limited number of options, digital cameras can be complex to evaluate and many come with thick manual describing all of the features and controls. While camera aficionados appreciate all of the bells and whistles, many consumers may be confused by all of the features or simply may not wish to invest much time into learning how to use what they perceive as a low-involvement product . Unless camera producers or retailers can break through this confusion ,such buyers may limit their product consideration set on the basis of only one or two key features such as brand ,size ,or the number of megapixels , and then base a final purchase decision on price. 商品化会造成严重问题，公司为此花费更多的提升产品的功能不仅要满足买家的价格意识谁是无情的。在一个相对短的时间内，例如，数码相机已经取代了胶片相机作为产品的选择。虽然大多数的电影相机只有数量有限的选择，数码相机可以是复杂的，以评估和许多带有厚的手动描述所有的功能和控制。而相机爱好者欣赏所有的钟声和口哨声，很多消费者可以通过所有的功能或简单的困惑可能不愿意投入大量的时间去学习如何使用他们所认为的低涉入产品。除非相机生产商或零售商可以突破这一困惑，这样的买家可能会限制他们的产品考虑设置在只有一个或两个关键特征，如品牌，规模为基础，或像素数，并最终购买决定价格。A second trend ,mass customization ,refers to the ability to individualize product and service offerings to meet specific buyer needs . like commoditization ,its prominence has also been fostered to by advances in technology . It occurs, for example, when A suggests top selling books for customers at its web site based on previous product searches or purchase . In this way ,A tasks a commodity-the same product that could be readily purchased as other retails-and customizes its presentation to individual consumers .另一个趋势，大规模定制，是指能够个性化的产品和服务以满足买家的需求。如商品化，其突出的地位也促进了技术的进步。它的发生，例如，当亚马逊畅销书的建议客户在基于以前的产品搜索或购买其网站。在这方面，亚马逊的任务商品相同的产品，可以很容易地购买其他零售和定制的表现个人消费者。Mass customization is important because it enables firms to personalize offerings while building economies of scale ,the decline in unit costs of a product or service that occurs as the absolute volume of production increase . In a general sense ,customization and economies of scale are inversely related . Scale economies develop when a firm produces a large quantity of a product ,thereby eliminating its ability to satisfy individual needs with specialized products. Although not easy to achieve , mass customization , via technology and creative approaches , enables firms to achieves both customization and economies of scale.大规模定制是很重要的，因为它使企业个性化的产品，同时建设规模经济，单位成本的产品或服务的下降发生的绝对量的生产增加。在一般意义上，定制和规模经济是负相关的。当一家公司生产大量的产品，从而消除了它的能力，以满足个人的需求与专业产品的规模经济发展。虽然不容易实现，大规模定制，通过技术和创新的方法，使企业实现规模化和规模经济。Commoditization and mass customization are related to some extent . In some respects , technology enabling mass customization can enable firms to combat encroaching commoditization. When both trends are considered in concert , it becomes clear that successful firms must find a way to cut through all of the confusion and reach buyers in meaningful , personalized ways while maintaining production efficiencies. 商品化和大规模定制有一定的关系。在某些方面，技术使大规模定制可以使企业打击侵犯商品化。当这两种趋势被认为是在演唱会，它变得清晰，成功的公司必须找到一种方式来削减所有的混乱，并达成买家在有意义的，个性化的方式，同时保持生产效率。ConclusionStrategic management is a dynamic field . Strategic managers must have a broad