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[前沿营销]WTO与家电企业营销

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发表于 2006-10-12 04:31:01 | 显示全部楼层 |阅读模式
<p class="MsoNormal" style="TEXT-INDENT: 128.5pt; mso-char-indent-count: 8.0; mso-char-indent-size: 16.05pt;"><b><span lang="EN-US" style="FONT-SIZE: 16pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体;">WTO与家电企业营销</span></b><b><span lang="EN-US" style="FONT-SIZE: 18pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体;"><p></p></span></b></p><p class="MsoNormal" style="TEXT-INDENT: 21.75pt;"><span style="FONT-FAMILY: 宋体;">本章我们讨论的中心内容是“<span lang="EN-US">WTO与家电企业营销”。从行业特征的角度分析,在技术成型的情况下,家电业是劳动密集型的行业,而目前国际家电行业已经进入产业发展的标准化和成熟阶段,主要集中于北美、亚洲和欧洲,这些区域的产量之和超过了世界总产量的80%。随着发达国家产业结构的调整和技术升级,世界家电工业的生产中心正在转移到劳动力成本较低的亚洲国家,尤其是最具经济活力的发展中国家——中国,因此中国正逐步成为世界上最大的家电行业生产制造基地。我国家电企业入世后面临哪些机遇和挑战?如何以国际化视角,融入并参与全球家电市场的竞争,如何制定主要的发展战略并解决与之相关的管理问题?这些都是本章涉及的内容,最后还附有一则关于海尔集团的案例,作为对前面理论内容的补充。<p></p></span></span></p><p class="MsoBodyText"><a name="_Toc1701102"></a><a name="_Toc1702513"></a><a name="_Toc1702700"><span style="mso-bookmark: _Toc1702513;"><span style="mso-bookmark: _Toc1701102;"><b><span style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt;">一、<span lang="EN-US"><span style="mso-spacerun: yes;">&nbsp;&nbsp;&nbsp; </span>WTO与中国家电业营销环境<p></p></span></span></b></span></span></a></p><p class="MsoNormal" style="TEXT-INDENT: 21.75pt;"><span style="mso-bookmark: _Toc1702700;"><span style="mso-bookmark: _Toc1702513;"><span style="mso-bookmark: _Toc1701102;"><span style="FONT-FAMILY: 宋体;">中国加入<span lang="EN-US">WTO意味着国内市场与国际市场的对接,很多著名国际家电企业先后到中国开辟市场。同时,家电行业也是中国目前竞争最充分、成熟度最高的行业之一。本节通过对国内家电业市场的分析和入世后的趋势展望,初步描述出我国家电业入世前后的营销环境,为后几节的论述打下基础。<p></p></span></span></span></span></span></p><p class="MsoBodyText"><span style="mso-bookmark: _Toc1702700;"><span style="mso-bookmark: _Toc1702513;"><span style="mso-bookmark: _Toc1701102;"><span style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt;">(一)<span lang="EN-US"><span style="mso-spacerun: yes;">&nbsp;&nbsp;&nbsp; </span>我国家电市场集中程度高</span></span></span></span></span><span lang="EN-US" style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt;"><p></p></span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-FAMILY: 宋体;">我国家电行业起步于二十世纪八十年代初,当时家电市场潜力巨大,是非</span><span style="FONT-FAMILY: 宋体; mso-hansi-font-family: \'Times New Roman\'; mso-ascii-font-family: \'Times New Roman\';">常典型的卖方市场。由于行业的高利润驱使,中国家电企业迅速引进国外先进生产线,开始进入电冰箱、洗衣机等主要家用电器的市场。典型的短缺经济使得家电产品供不应求,行业内缺乏激烈竞争,企业都单纯追求扩大产量以迅速满足市场需求,但这种以“生产”为导向的营销观念在当时是企业的理性行为。</span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-FAMILY: 宋体; mso-hansi-font-family: \'Times New Roman\'; mso-ascii-font-family: \'Times New Roman\';">经过十几年的发展,国内企业通过引进和购买技术、直接引进生产线、合资、外资并购等各种形式获得了国际上的领先技术,市场竞争日渐激烈。随着行业利润的降低和部分企业规模的逐渐扩大,中国家电行业已经由小规模化生产转向集中化大规模生产,具体表现为家电行业市场的集中程度显著提高,行业进入壁垒也越来越高。在每一种家电产品的市场上都存在一些具有大规模、高技术、著名品牌和庞大营销网络的大型企业,而技术力量薄弱、资本规模较小的企业进入家电市场的动机已基本消失。</span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-FAMILY: 宋体;">国家统计局《国产品牌市场竞争力状况调查》的资料表明:彩电行业的长虹、康佳、<span lang="EN-US">TCL以及空调行业的春兰、海尔、格力、科龙、美的,构成了20%左右的名牌企业垄断了80%左右产品市场的情况;冰箱行业的海尔、科龙、美菱、新飞占据了63%的市场份额;洗衣机市场上,海尔、小天鹅和荣事达三家企业在1999年市场占有率之和为48%,2000年则提高到54%;以上数据表明家电行业各产品的市场集中度在不断提高,这说明近几年家电制造业的产业组织结构得到了明显的优化。<span style="COLOR: red;"><p></p></span></span></span></p><p class="MsoBodyTextIndent2" style="TEXT-INDENT: -71.8pt; mso-char-indent-count: -6.84; mso-char-indent-size: 10.45pt;"><span lang="EN-US"><shapetype id="_x0000_t75" coordsize="21600,21600" stroked="f" filled="f" path=" m@4@5 l@4@11@9@11@9@5 xe" ospt="75" opreferrelative="t"><stroke joinstyle="miter"></stroke><formulas><f eqn="if lineDrawn pixelLineWidth 0 "></f><f eqn="sum @0 1 0 "></f><f eqn="sum 0 0 @1 "></f><f eqn="prod @2 1 2 "></f><f eqn="prod @3 21600 pixelWidth "></f><f eqn="prod @3 21600 pixelHeight "></f><f eqn="sum @0 0 1 "></f><f eqn="prod @6 1 2 "></f><f eqn="prod @7 21600 pixelWidth "></f><f eqn="sum @8 21600 0 "></f><f eqn="prod @7 21600 pixelHeight "></f><f eqn="sum @10 21600 0 "></f></formulas><path oconnecttype="rect" gradientshapeok="t" oextrusionok="f"></path><lock vext="edit" aspectratio="t"></lock></shapetype><shape id="_x0000_i1025" coordsize="21600,21600" type="#_x0000_t75" oole="" style="WIDTH: 372pt; HEIGHT: 153pt;"><imagedata src="./WTO_and_homely_electrics.files/image001.wmz" otitle=""></imagedata></shape></span><span lang="EN-US" style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt;"><span style="mso-spacerun: yes;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span><b><span style="mso-spacerun: yes;">&nbsp;</span></b></span><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: \'Times New Roman\'; mso-bidi-font-size: 12.0pt;"><p></p></span></p><p class="MsoBodyTextIndent2" style="TEXT-INDENT: 21pt;"><span style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: \'Times New Roman\'; mso-ascii-font-family: \'Times New Roman\';">需要说明的是,十多年的结构调整和市场竞争,实现了生产和市场的集中,形成了统一的国内大市场。由于整个行业生产能力的增强,供需结构也逐渐发生了变化:供给结构由数量扩张型向追求</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: \'Times New Roman\'; mso-bidi-font-size: 12.0pt;">]</span><span style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: \'Times New Roman\'; mso-ascii-font-family: \'Times New Roman\';">质量型转变;有效需求虽然严重不足,但也正以稳定的速度增长,收入层次的扩大引起消费层次的拉开,各层次的需要具有明显的差异。</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: \'Times New Roman\'; mso-bidi-font-size: 12.0pt;"><p></p></span></p><p class="MsoBodyText"><span style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt;">(二)<span lang="EN-US"><span style="mso-spacerun: yes;">&nbsp;&nbsp;&nbsp; </span>我国家电产业缺乏竞争力<p></p></span></span></p><p class="MsoBodyText" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt;">总的说来,我国家电企业产业水平低、研发力量不足、缺乏竞争力。如前所述,我国早期发展家电业主要依靠引进国外生产线,同时,国内家电市场正处于起步阶段,产品供不应求。因此整个家电产业缺乏科学宏观的政策指导和总体规划,全国各地不同类型的企业都急于扩充生产能力,重复建设的状况非常普遍,最典型的例子是冰箱行业的重复建设,出现了“阿里斯顿九兄弟”。<span lang="EN-US"><p></p></span></span></p><p class="MsoBodyText" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt;">这种盲目建设带来了严重的后果:企业只注重产量、研发投入极少,致使发展后劲严重不足、缺乏核心竞争力。发展了十几年,仍然只停留在对终端产品的组装上,导致整个中国家电产业处于世界家电产业价值链的底端,整个产业水平呈现出规模小、分散性、重复建设这种低水平的状态,企业产量的严重过剩最终导致了生存危机,不得不用降价的手段来自杀式地争夺市场份额。价格战使利润急剧下滑,企业的发展陷入了低水平的恶性循环,根本无法加大在研发上的投入,无法进行技术创新和产业升级。“研发密度”是衡量一个产业技术开发潜力和市场竞争力的重要指标,它是指研究开发经费与企业销售收入的比率。国际上家电行业的“研发密度”一般稳定在<span lang="EN-US">6%-17%,2000年德国西门子家电研发预算为56亿,是总销售额的7.1%是整个德国研发支出的10%。而我国家用行业的相关指标与国际同类企业差距很大:1999年中国家电行业销售额排名第一的海尔集团的“研发密度”仅为3.8%,康佳集团为1.7%,其它中小企业的研发水平更低。<p></p></span></span></p><p class="MsoBodyTextIndent"><span style="FONT-FAMILY: 宋体;">目前,许多家电行业的核心技术仍被世界上一些大的跨国公司所掌握,中国家电产业还只处在组装加工状态,因此中国家电产业的进入壁垒不高;同时,由于中国的市场经济运行不够成熟,各种非市场因素使得家电企业的退出机制很不健全,本该被淘汰出局的很多企业却不能退出市场:这两方面的因素致使中国家电行业的供求平衡长时间不能实现,最终导致全行业恶性竞争和效益低下的现状。<span lang="EN-US"><p></p></span></span></p><p class="MsoBodyText"><a name="_Toc1701104"></a><a name="_Toc1702515"></a><a name="_Toc1702702"><span style="mso-bookmark: _Toc1702515;"><span style="mso-bookmark: _Toc1701104;"><span style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt;">(三)<span lang="EN-US"><span style="mso-spacerun: yes;">&nbsp;&nbsp;&nbsp; </span>价格竞争使中资公司业绩下滑</span></span></span></span></a><span lang="EN-US" style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt;"><p></p></span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-FAMILY: 宋体;">目前中国家电市场的一个主要特点是价格战此起彼伏,生产能力的严重过剩使得价格成为国内家电企业最主要的竞争手段,最典型的价格战表现在彩电行业。<span lang="EN-US">2000年我国彩电的产量为3754万台,当年库存达到600万台,供给严重过剩,以长虹为龙头的一批彩电企业开始发动一轮又一轮的价格战,企图凭借规模优势来整合市场,赢得尽可能大的市场份额。残酷的价格战的确使长虹、TCL、康佳、创维等优势企业赢得了大部分的市场份额,但同时,上述几家企业的利润大规模下滑。最典型的是长虹1997年净利润为26亿元,到2000年已经滑落为不到3亿元。到2001年上半年,位列中国彩电业前五名的企业中,康佳、创维、厦华都报出亏损,价格战使得中国彩电行业全面亏损。<p></p></span></span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-FAMILY: 宋体;">在此同时,注重质量和技术的国外家电品牌却获得了丰厚利润。<span lang="EN-US">2000年索尼公司在中国销售了100万台电视机,赚走了10个亿的利润,而同期国内所有彩电企业的利润总共才5个亿,这的确应该引起中资企业的思考和行动。<p></p></span></span></p><p class="MsoBodyText" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt;">彩电业白热化的价格战作为一种竞争手段还延伸到空调器、微波炉等利润相对较高的行业。以价格来争夺市场、巩固市场份额的程度进一步升级,并且在国内厂家价格战的压力下,</span><span style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: \'Times New Roman\'; mso-ascii-font-family: \'Times New Roman\';">一些国外厂商也加入到价格战中,成为中国家电市场上引人注目的新现象。目前,中国家电行业依靠价格来进行产业整合的趋势仍会延续一段时间。</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: \'Times New Roman\'; mso-bidi-font-size: 12.0pt;"><p></p></span></p><p class="MsoBodyText"><a name="_Toc1701105"></a><a name="_Toc1702516"></a><a name="_Toc1702703"><span style="mso-bookmark: _Toc1702516;"><span style="mso-bookmark: _Toc1701105;"><span style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt;">(四)<span lang="EN-US"><span style="mso-spacerun: yes;">&nbsp;&nbsp;&nbsp; </span>中国家电市场仍有较大空间</span></span></span></span></a><span lang="EN-US" style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt;"><p></p></span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-FAMILY: 宋体; mso-hansi-font-family: \'Times New Roman\'; mso-ascii-font-family: \'Times New Roman\';">中国家电产业从八十年代发展到今天,已经形成了一定规模,是中国目前发展比较成</span><span style="FONT-FAMILY: 宋体;">熟、市场化程度比较高的产业之一。目前我国电冰箱年产量已达到目的<span lang="EN-US">1400万台,洗衣机产量1400万台,空调器产量2000万台,分别占到世界产量的20%、21%、50%,同时各类小家电也具备了相当大的生产规模。但大量的重复建设导致目前我国主要的几种家电的产量均处于供大于求的态势。数据表明,我国家电产品的生产和消费只用了近10年的时间就赶上了一些发达国家几十年走过的路。<p></p></span></span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-FAMILY: 宋体;">同时,从我国的国情来看,家电市场虽然发展很快,但并未真正饱和,目前出现的只是相对短缺时期的饱和。目前我国城镇居民家庭中微波炉和吸尘器的普及率分别只有<span lang="EN-US">17.6%和10%,空调器的普及率为30.8%,录像机为20.1%,家用电脑仅为9.7%,相比之下农村的普及率更低。据测算,1995-2010年农民家庭消费的热点将由住房逐渐转移到耐用消费品上。若农民收入年增长率为6%-7%。农村在本世纪末部分耐用品普及率可上升到城市1998年的水平,家庭消费品的消费比重将提高到10%左右。因此,从长远一点的眼光来看,中国家电业仍具有较大的发展潜力和空间。<p></p></span></span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-FAMILY: 宋体;">目前中国正处于城市化的加速期,到<span lang="EN-US">2010年我国的城市将达到50%左右,每年将近有2000万至5000万的农村居民转化城市人口;加上目前我国实施的扩大内需的积极财政政策,以及在住房改革和消费信贷方面所做的大量努力,相信新的消费周期将使家电发展领域进一步扩大。<p></p></span></span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-FAMILY: 宋体;">另外,农村市场仍是潜在的大市场。相对于经济发达的东部沿海地区而言,我国中西部广大农村居民家庭对家电产品的需求尚处于起步阶段。据测算,如果以家电产品每百户拥有量为衡量指标,目前中西部地区农民消费水平大致相当于城镇居民家庭八十年代中期的水平,落后城市化<span lang="EN-US">10年左右。随着中央“西部大开发战略”的实施,这些地区的电力等基础设施和生活水平将逐步改善,那么这些潜在的消费市场将推动我国家电产业的进一步发展,为家电企业带来更广阔的市场空间。<p></p></span></span></p><p class="MsoNormal" style="TEXT-INDENT: 62pt; tab-stops: 144.0pt; mso-char-indent-count: 6.0; mso-char-indent-size: 10.3pt;"><b><span lang="EN-US" style="FONT-FAMILY: 宋体;"><span style="mso-spacerun: yes;">&nbsp;</span>表1<span style="mso-spacerun: yes;">&nbsp; </span>2000-2005年中国家电主要产品需求预测<span style="mso-spacerun: yes;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span></b><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 12.0pt;">(单位:万台)<p></p></span></p><table cellspacing="0" cellpadding="0" border="1" style="BORDER-RIGHT: medium none; BORDER-TOP: medium none; MARGIN-LEFT: 18pt; BORDER-LEFT: medium none; BORDER-BOTTOM: medium none; BORDER-COLLAPSE: collapse; mso-padding-alt: 0cm 5.4pt 0cm 5.4pt; mso-border-alt: solid windowtext .5pt;"><tbody><tr><td valign="top" width="103" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 0.5pt solid; PADDING-LEFT: 5.4pt; BACKGROUND: #cccccc; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 0.5pt solid; WIDTH: 77.4pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid;"><p class="MsoNormal" style="TEXT-INDENT: 19.7pt; tab-stops: 144.0pt; mso-char-indent-count: 2.0; mso-char-indent-size: 9.85pt;"><line id="_x0000_s1026" to="1in,30.75pt" from="-9pt,-.5pt" style="Z-INDEX: 1; LEFT: 0px; POSITION: absolute; TEXT-ALIGN: left;"></line><b><span style="FONT-FAMILY: 宋体; mso-hansi-font-family: \'Times New Roman\'; mso-ascii-font-family: \'Times New Roman\';">产品名称</span><span lang="EN-US"><p></p></span></b></p><p class="MsoNormal" style="tab-stops: 144.0pt;"><b><span style="FONT-FAMILY: 宋体; mso-hansi-font-family: \'Times New Roman\'; mso-ascii-font-family: \'Times New Roman\';">年份</span></b></p></td><td width="73" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 0.5pt solid; PADDING-LEFT: 5.4pt; BACKGROUND: #cccccc; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 55.1pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center; tab-stops: 144.0pt;"><span style="FONT-FAMILY: 黑体; mso-ascii-font-family: \'Times New Roman\';">电冰箱</span><span lang="EN-US" style="mso-fareast-font-family: 黑体;"><p></p></span></p></td><td width="73" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 0.5pt solid; PADDING-LEFT: 5.4pt; BACKGROUND: #cccccc; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 55.1pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center; tab-stops: 144.0pt;"><span style="FONT-FAMILY: 黑体; mso-ascii-font-family: \'Times New Roman\';">洗衣机</span><span lang="EN-US" style="mso-fareast-font-family: 黑体;"><p></p></span></p></td><td width="74" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 0.5pt solid; PADDING-LEFT: 5.4pt; BACKGROUND: #cccccc; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 55.15pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center; tab-stops: 144.0pt;"><span style="FONT-FAMILY: 黑体; mso-ascii-font-family: \'Times New Roman\';">空调器</span><span lang="EN-US" style="mso-fareast-font-family: 黑体;"><p></p></span></p></td><td width="73" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 0.5pt solid; PADDING-LEFT: 5.4pt; BACKGROUND: #cccccc; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 55.1pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center; tab-stops: 144.0pt;"><span style="FONT-FAMILY: 黑体; mso-ascii-font-family: \'Times New Roman\';">微波炉</span><span lang="EN-US" style="mso-fareast-font-family: 黑体;"><p></p></span></p></td><td width="73" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 0.5pt solid; PADDING-LEFT: 5.4pt; BACKGROUND: #cccccc; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 55.1pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center; tab-stops: 144.0pt;"><span style="FONT-FAMILY: 黑体; mso-ascii-font-family: \'Times New Roman\';">洗碗机</span><span lang="EN-US" style="mso-fareast-font-family: 黑体;"><p></p></span></p></td><td width="74" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 0.5pt solid; PADDING-LEFT: 5.4pt; BACKGROUND: #cccccc; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 55.15pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center; tab-stops: 144.0pt;"><span style="FONT-FAMILY: 黑体; mso-ascii-font-family: \'Times New Roman\';">电热水器</span><span lang="EN-US" style="mso-fareast-font-family: 黑体;"><p></p></span></p></td></tr><tr style="HEIGHT: 21.55pt;"><td width="103" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 0.5pt solid; WIDTH: 77.4pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; HEIGHT: 21.55pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center; tab-stops: 144.0pt;"><span lang="EN-US" style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">2000年<p></p></span></p></td><td width="73" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 55.1pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; HEIGHT: 21.55pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center; tab-stops: 144.0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">1278<p></p></span></p></td><td width="73" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 55.1pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; HEIGHT: 21.55pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center; tab-stops: 144.0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">1442<p></p></span></p></td><td width="74" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 55.15pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; HEIGHT: 21.55pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center; tab-stops: 144.0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">1826<p></p></span></p></td><td width="73" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 55.1pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; HEIGHT: 21.55pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center; tab-stops: 144.0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">1257<p></p></span></p></td><td width="73" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 55.1pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; HEIGHT: 21.55pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center; tab-stops: 144.0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">100<p></p></span></p></td><td width="74" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 55.15pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; HEIGHT: 21.55pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center; tab-stops: 144.0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">600<p></p></span></p></td></tr><tr style="HEIGHT: 23.25pt;"><td width="103" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 0.5pt solid; WIDTH: 77.4pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; HEIGHT: 23.25pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center; tab-stops: 144.0pt;"><span lang="EN-US" style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">2005年<p></p></span></p></td><td width="73" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 55.1pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; HEIGHT: 23.25pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center; tab-stops: 144.0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">1800<p></p></span></p></td><td width="73" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 55.1pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; HEIGHT: 23.25pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center; tab-stops: 144.0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">2000<p></p></span></p></td><td width="74" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 55.15pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; HEIGHT: 23.25pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center; tab-stops: 144.0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">2600<p></p></span></p></td><td width="73" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 55.1pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; HEIGHT: 23.25pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center; tab-stops: 144.0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">2000<p></p></span></p></td><td width="73" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 55.1pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; HEIGHT: 23.25pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center; tab-stops: 144.0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">400<p></p></span></p></td><td width="74" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 55.15pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; HEIGHT: 23.25pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center; tab-stops: 144.0pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">1000<p></p></span></p></td></tr></tbody></table><p class="MsoBodyText"><b><span lang="EN-US" style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt;">&nbsp;<p></p></span></b></p><p class="MsoBodyText"><span style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt;">(五)<span lang="EN-US"><span style="mso-spacerun: yes;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span>中国将成为世界工厂<p></p></span></span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-FAMILY: 宋体;">加入<span lang="EN-US">WTO后,中国广阔的市场和低廉的劳动力吸引了全球著名的跨国公司,中国成为目前世界上投资信心指数最高的国家。很多国际家电公司将在中国市场投入巨资,以期在新的全球竞争中占有一席之地。同时,世界家电业的重组和转型已接近完成,中国现在已形成产业链条完整,规模效应明显的家电生产优势,因此为了降低采购和劳动力等诸多成本,发达国家的家电企业纷纷将其生产线向中国转移。<p></p></span></span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">2001年日本东芝将其彩电生产线全部转移到中国大连;日立公司宣布将加大对华投资,除了在安徽芜湖设立投资额2100万美元、年产量30万台的家用空调新公司,还在深圳、福建等地建设“背投彩电”生产基地;日本松下投巨资扩建位于广州的生产基地,力争建成第二个松下电器,使其成为松下电器在全球最大的空调器生产基地;2001年12月11日,美国最大的热水器制造商史密斯公司在南京投资1.6亿元用于扩建生产,不仅要使设在南京的史密斯中国公司成为亚太地区最大的热水器制造基地,还要将其建成专门针对亚洲消费者的研发中心;德国家电巨子西门子宣布中国将成为西门子在亚太地区最重要的生产和产品研制基地,中国的工厂将是西门子家电在德国本土之外规模最大的生产基地。<p></p></span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-FAMILY: 宋体;">据统计,目前世界上排在前<span lang="EN-US">10名的家电公司均已在中国建立规模巨大的生产和研发中心,中国将成为世界上最大的家电加工厂。可以预见,这些国外家电巨头将极大的改变我国家电业的营销环境,进一步加剧我国国内家电市场的竞争,同时对于提升我国家电行业的整体技术水平也大有裨益。另外,国外品牌将生产线转移到中国还有一个很重要的意义,即为它们与国产品牌在未来进行全球市场竞争价格战做好前期准备。<a name="_Toc1701106"></a><a name="_Toc1702517"></a><a name="_Toc1702704"><span style="mso-bookmark: _Toc1702517;"><span style="mso-bookmark: _Toc1701106;"><b><p></p></b></span></span></a></span></span></p>

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<p class="MsoBodyText"><span style="mso-bookmark: _Toc1702704;"><span style="mso-bookmark: _Toc1702517;"><span style="mso-bookmark: _Toc1701106;"><b><span style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt;">二、<span lang="EN-US"><span style="mso-spacerun: yes;">&nbsp;&nbsp;&nbsp; </span>中国家电行业面临的</span></span></b></span></span></span><b><span style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt;">挑战与机遇<span lang="EN-US"><p></p></span></span></b></p><p class="MsoBodyText"><span style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt;">(一)<span lang="EN-US"><span style="mso-spacerun: yes;">&nbsp;&nbsp;&nbsp; </span>中国家电行业面临的挑战<p></p></span></span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-FAMILY: 宋体;">加入<span lang="EN-US">WTO后,中国家电企业的竞争环境将发生极大的改变,相对封闭的国内市场与开发的国际市场正式接轨,因此会面临很多新的挑战,主要表现在市场的开放导致的外企的大量进入、进口许可证和进口清单的取消、关税的降低以及知识产权和技术壁垒等方面的问题。下面我们将就这些问题进行详细的分析。<p></p></span></span></p><p class="MsoBodyText" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt;">(<span lang="EN-US">1)入世后外企将建立完善的分销渠道<p></p></span></span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-FAMILY: 宋体;">对于家电行业这种典型的制造业而言,拥有自己的贸易销售权利对行业发展具有重要的决定作用中国,然而加入<span lang="EN-US">WTO后,中国分销服务市场将向国外公司开放,外商投资企业将享受国民待遇,以前对其产品限制外销比例的规定不再适用。<p></p></span></span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-FAMILY: 宋体;">入世前,国际上很多著名的家电企业已经在中国投资并建立了自己的生产基地,但非常重要的一点在于他们并没有自己的分销权和分销渠道,因此这些企业仅仅相当于一个生产车间。然而入世后,这些外资企业有了自己的分销渠道,就可以把从生产到消费者之间的整个</span><span style="FONT-FAMILY: 宋体; mso-hansi-font-family: \'Times New Roman\'; mso-ascii-font-family: \'Times New Roman\';">流通过程变成一个高效有机的整体。外资企业利用多年来的国际竞争实力和独特的营销理念策略,短期内就可以建立起自己的分销网络,使产品通过自己的销售网络到达消费者。回顾中国家电行业的历史,我们与国际家电巨头抗衡的除了价格之外,主要依靠的正是遍布全国的销售网络,入世将使这种优势荡然无存,在研发和技术远远落后于对手的情况下,中国家</span><span style="FONT-FAMILY: 宋体;">电企业将面临非常严峻的竞争挑战。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-FAMILY: 宋体;">其次,加入<span lang="EN-US">WTO后,中国家电企业在城市市场的传统营销模式将受到挑战。目前部分国产品牌还受到传统计划经济的影响,仍依靠价格和促销等低级的营销手段,不关注消费者需求的变化,更不能根据消费心理开展营销活动。与之形成鲜明对比的是,国外家电企业先进的营销策略,特别是一些个性化和人性化设计的产品,会受到中国城市市场的热烈欢迎,给国内企业带来极大的冲击和挑战。<p></p></span></span></p><p class="MsoBodyText" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt;">(<span lang="EN-US">2)入世后将取消进口许可证制度<p></p></span></span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-FAMILY: 宋体;">中国加入<span lang="EN-US">WTO后,必然会依据世界贸易组织的相关条款对现有的进口体制进行较大的变革,减少两类非关税保护措施,使之完全符合世界贸易组织的要求。<p></p></span></span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-FAMILY: 宋体;">目前,中国受进口许可证管理的商品共有<span lang="EN-US">53大类,其中包括电子产品20种,家电产品占了相当大的比例。预计在2005年,中国将把许可证的数量降低到目前的1/3,其中包括大量的家电产品;同时,国家还将在三年内逐步取消配额产品,修改进口商品及幼稚产品目录。这些政策的结果是,很多原来限制进口的高附加值家电产品将大量进入中国市场,我国的家电企业在利润丰厚的尖端产品市场上将不得不参与和国外产品的直接竞争。<p></p></span></span></p><p class="MsoBodyText" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt;">(<span lang="EN-US">3)入世后将降低关税<p></p></span></span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">WTO要求各成员国以关税作为保护国内产业的主要手段,但同时又极力促使成员国间消除关税壁垒,以促进自由贸易的发展。我国加入WTO也必须符合这一要求,因此,入世后我国关税将显著降低。目前,我国的进口关税总体水平是相当高的,其中电子产品关税的平均水平为40.1%,加权平均为的33%。我国政府已经承诺,2005年进口平均关税水平将降至10%。<p></p></span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-FAMILY: 宋体;">经过了十几年的发展,我国家电行业的低端产品基本具备了与进口家电抗衡的能力。加入<span lang="EN-US">WTO后,国家不再将家电产业作为幼稚产业列入高关税保护范围,因此在未来5年的关税调整中,家电产品将是降税的主要产品。关税的降低必然使大量的进口家电产品以更低的</span></span><span style="FONT-FAMILY: 宋体; mso-hansi-font-family: \'Times New Roman\'; mso-ascii-font-family: \'Times New Roman\';">价格进入中国市场,这对目前仍以价格作为主要竞争手段的中国家电企业而言,必然会丧失一部分国内市场现有份额。</span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-FAMILY: 宋体; mso-hansi-font-family: \'Times New Roman\'; mso-ascii-font-family: \'Times New Roman\';">因此,进口关税的降低将使中国家电企业面临更为严峻的价格竞争。对于目前由于国内不正常的价格战导致利润大幅下降的国内家电企业来说,必须采取其它有效的应对措施,否则新的价格战将使企业面临崩溃。</span></p><p class="MsoBodyText" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt;">(<span lang="EN-US">4)入世后国外知识产权将受到保护 <p></p></span></span></p><p class="MsoBodyTextIndent2" style="TEXT-INDENT: 21pt;"><span style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: \'Times New Roman\'; mso-ascii-font-family: \'Times New Roman\';">世界贸易组织经过乌拉圭回合的谈判后,增加了一个重要的内容就是正式将知识产权纳入世界贸易组织的管理范围。我国的家电产业是以引进国外的家电技术,仿制国外同类产品而起家的,产品专利和核心技术还掌握在国外家电公司手中。从各国拥有的发明专利来看,我国的家电企业所拥有的技术专利数量远远低于发达国家的数量,从商标的注册数量来看,同样存在很大的差距。</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: \'Times New Roman\'; mso-bidi-font-size: 12.0pt;"><p></p></span></p><p class="MsoBodyTextIndent2" style="TEXT-INDENT: 21pt;"><span style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: \'Times New Roman\'; mso-ascii-font-family: \'Times New Roman\';">入世后,我国知识产权方面的管理必将进一步与国际接轨,家电企业稍不注意就会出现侵权的行为,这将对我国家电企业的发展造成很大的限制。目前我国的家电行业仍处于世界家电产业链的最低端,即停留在整机组装的水平上,缺乏核心的技术。我国的空调器、微波炉的产量均已达到世界第一的水平,但其中最为关键的部件比如空调器压缩机、磁控管的技术与国外家电企业存在较大的差距,技术专利基本上掌握在国外家电企业手上。入世后,由于国外家电制造商拥有了自由进入中国家电市场平等竞争的机会,他们完全可以利用技术专利和商标使用权上的优势来制约中国企业,甚至在一些技术含量高、利润丰厚的产品领域来封锁关键技术,将中国同行企业挤出竞争的行列。</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: \'Times New Roman\'; mso-bidi-font-size: 12.0pt;"><p></p></span></p><p class="MsoBodyText" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt;">(<span lang="EN-US">5)入世后我国企业面临技术壁垒<p></p></span></span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-FAMILY: 宋体;">在<span lang="EN-US">WTO的规则中,传统的非关税壁垒手段,如进入许可证、进口数量限制等将被严格限制,关税手段由于减免和减让,作用十分有限;发达国家必须将保护手段的重点转移到技术壁垒上来,诸如产品的安全要求、效率要求、环保要求等等都可以成为技术壁垒的手段。发达国家完全可以利用这些技术能力上的差别,制定一些市场技术准入规定,来限制发展中国家的产品进入。这些技术壁垒必然对我国家电产品的出口带来种种的限制。<p></p></span></span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-FAMILY: 宋体;">总之,加入<span lang="EN-US">WTO后,我国对外资企业的产品外销比例先前所做的规定将不再适用;外经贸政策的透明度将增加,中国将给在华投资的外商投资企业以国民待遇。随着中国投资环境的改善和与世界投资环境的统一,再考虑到中国巨大潜在市场的吸引力,外商直接投资的总量将会有较大幅度的增加。这些外资企业以先进的技术、雄厚的资本和良好的营销能力在中国市场上和我国家电企业开展激烈的竞争,从而使我国家电企业面临更加险恶的外部竞争环境。<p></p></span></span></p><p class="MsoBodyText"><span style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt;">(二)<span lang="EN-US"><span style="mso-spacerun: yes;">&nbsp;&nbsp; </span>中国家电行业面临的机遇<p></p></span></span></p><p class="MsoBodyTextIndent3" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 12.0pt;">入世对中国家电行业来说不仅是一次严峻的挑战,而且也是难得的历史机遇。中国家电业的优势在于以劳动密集型、出口导向为主,入世后将在一个比较规范、多边、稳定和可以预见的国际经贸环境下进行国际竞争,而不再遭受各种歧视性贸易待遇。这为中国家电业真正融入和参与国际家电市场的竞争创造了健康的外部环境。<span lang="EN-US"><p></p></span></span></p><p class="MsoBodyText" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt;">(<span lang="EN-US">1)入世后我国将扩大家电产品出口<p></p></span></span></p><p class="MsoNormal" style="TEXT-INDENT: 18.4pt; mso-char-indent-count: 1.75; mso-char-indent-size: 10.5pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><span style="mso-spacerun: yes;">&nbsp;</span>随着世界经济格局的改变,全球性产业结构调整步伐加快,中国已经具备了从世界家电产品大国走向世界家电产品强国的时机。加入WTO,国内家电业可以充分利用这些有利机遇,扩大产品出口。例如,在平等的环境中,中国目前产量居世界前列的电视、空调器等家电产品已具备了参与国际市场竞争的条件。<p></p></span></p><p class="MsoNormal" style="TEXT-INDENT: 18.4pt; mso-char-indent-count: 1.75; mso-char-indent-size: 10.5pt;"><span style="FONT-FAMILY: 宋体; mso-hansi-font-family: \'Times New Roman\'; mso-ascii-font-family: \'Times New Roman\';">另外,由于我国加入</span><span lang="EN-US">WTO</span><span style="FONT-FAMILY: 宋体; mso-hansi-font-family: \'Times New Roman\'; mso-ascii-font-family: \'Times New Roman\';">是以关税减让为代价的,根据世界贸易组织的对等原则,其他国家也将降低对我国产品的进口关税,因此,在国际市场上作为劳动密集型的家电产业,我国家电产品的成本优势将日益显露,这将有利于我国家电企业开拓国际市场。在我国加入</span><span lang="EN-US">WTO</span><span style="FONT-FAMILY: 宋体; mso-hansi-font-family: \'Times New Roman\'; mso-ascii-font-family: \'Times New Roman\';">以前,一些世界上家电市场潜力巨大的发展中国家对我国商品的进口关税大多在</span><span lang="EN-US">50%</span><span style="FONT-FAMILY: 宋体; mso-hansi-font-family: \'Times New Roman\'; mso-ascii-font-family: \'Times New Roman\';">以上,加上其他非关税壁垒,严重阻碍了我国家电产品对其的出口。加入</span><span lang="EN-US">WTO</span><span style="FONT-FAMILY: 宋体; mso-hansi-font-family: \'Times New Roman\'; mso-ascii-font-family: \'Times New Roman\';">后,这些国家的关税和其他非关税壁垒将会大幅降低,十分有利于我国产品的出口。</span></p><p class="MsoBodyText" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt;">(<span lang="EN-US">2)入世后我国企业将降低成本<p></p></span></span></p><p class="MsoBodyTextIndent2" style="TEXT-INDENT: 21pt;"><span style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: \'Times New Roman\'; mso-ascii-font-family: \'Times New Roman\';">由于我国加入世界贸易组织是以关税减让为代价的,在我国降低进口成品关税的同时,我国家电业的一些直接进口零部件的平均关税也会随之降低,并会出现很多优质的零部件供我国企业选择。而这些零部件大部分是国内无法生产或关键技术掌握在发达国家手中的,这样对于我国企业降低生产成本,进一步提高产品质量,加大在国际市场上的价格竞争优势大有裨益,有利于我国家电行业整体水平的提升。届时不仅我国家电产品在国内市场竞争力增强,而且产品的外销竞争力也将增强。</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: \'Times New Roman\'; mso-bidi-font-size: 12.0pt;"><p></p></span></p><p class="MsoBodyText" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt;">(<span lang="EN-US">3)入世后我国企业将深入国际合作<p></p></span></span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-FAMILY: 宋体; mso-hansi-font-family: \'Times New Roman\'; mso-ascii-font-family: \'Times New Roman\';">入世后,我国将充分享受到发展中国家享受的优惠条件,广泛运用国际资源,到国外去发展,并与国际化的竞争对手建立竞争、合作的双赢关系,最后达到提高自身竞争力的目的。</span><span style="FONT-FAMILY: 宋体;">目前,我国的一些大型家电企业正尝试着走向世界,在世界范围内整合资源,不断扩大自己的市场。譬如,海尔集团在美国建立了自己的生产基地,直接进入号称世界上最难进入的市场,重新树立了我国家电企业在国际上的形象;春兰集团在俄罗斯,格力在巴西,长虹在印度尼西亚等寻求新的发展模式。这些企业在国内市场趋于饱和的情况下,以战略眼光率先进入国际市场,是非常有远见的行为。目前我国的很多主要家电产品的产量均居世界前列,其中洗衣机约占世界总量的<span lang="EN-US">24%,冰箱占16%,空调器占50%。实际上,中国已经成为世界上最大的家电生产国,产品已经进入世界上180个国家和地区,对美、法、日、英、德等发达国家的年出口额均已超过1亿美元。因此,中国企业可以把握加入WTO的机遇,进一步加强国际合作,来扩大中国家电在世界的地位,从而进一步实现中国家电产业在全球家电产业的升级。<p></p></span></span></p><p class="MsoBodyText" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span lang="EN-US" style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt;">(4) 入世后我国企业将提升技术水平<p></p></span></p><p class="MsoBodyTextIndent2" style="TEXT-INDENT: 21pt;"><span style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt;">中国加入世界贸易组织后,在家电领域,许多大型跨国企业看中广阔的中国市场和低廉的劳动力,为充分利用国际分工带来的好处,必将大量涌入中国市场。他们不仅要在中国建立大规模的生产基地,更重要的是,他们还将在中国建立研发基地。显然,国外家电跨国企业的进入,必将为中国家电企业带来新技术、新设备和新产品,并且为中国培养一批优秀的家电产品技术、管理和营销的专门人才。这些因素最终将使中国直面世界上最先进的家电技术,挖掘中国家电产业的后发优势,赶超世界家电产业的先进水平。<span lang="EN-US"><p></p></span></span></p><p class="MsoBodyTextIndent2" style="TEXT-INDENT: 21pt;"><span style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt;">另一方面,大量国外家电企业的进入必然使国内家电市场的竞争更加激烈,这样就迫使中国的家电企业从低级的价格战中解脱出来,通过各种途径,加大研发投入,获得更多的新技术,从而全面实现我国家电行业的技术升级,这将有利于我国家电企业进一步确立在国际家电市场中的竞争地位,并为我国家电行业提供一个更大的发展空间。<span lang="EN-US"><p></p></span></span></p><p class="MsoBodyText" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span lang="EN-US" style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt;">(5) 入世后我国企业将发挥制造能力优势<p></p></span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-FAMILY: 宋体;">中国人口众多,拥有世界上最大的待开发市场,这些将吸引几乎国际上所有的家电巨头来中国开辟市场。中国家电企业虽然技术水平不高,但是拥有突出的制造优势,集中体现在</span><span style="FONT-FAMILY: 宋体; mso-hansi-font-family: \'Times New Roman\'; mso-ascii-font-family: \'Times New Roman\';">生产规模大和劳动力成本低这两方面。</span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-FAMILY: 宋体;">我国家电行业上经过十几年的高速发展,已经具备了比较完整的产业链,产品总量在世界上名列前茅,拥有全世界洗衣机<span lang="EN-US">25%,冰箱21%,空调器30%的生产能力,微波炉、电风扇、电饭煲等小家电的生产能力更大。生产能力的扩大必然带来规模效应,是产品的生产成本迅速降低,增强竞争力。<p></p></span></span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-FAMILY: 宋体;">同时,中国拥有大量的技术熟练的低价劳动力。据<span lang="EN-US">1999年国际货币基金组织对亚洲一些国家和地区制造业工资报酬做的测算,在亚洲,中国制造业的周工资是最低的,请参看表2,约为印度尼西亚的90%,马来西亚的40%,韩国的12%,台湾的9%。与亚洲四小龙</span></span><span style="FONT-FAMILY: 宋体; mso-hansi-font-family: \'Times New Roman\'; mso-ascii-font-family: \'Times New Roman\';">相</span><span style="FONT-FAMILY: 宋体;">比,中国<span lang="EN-US">20多年来经济高速增长,但劳动力成本并没有相应的大幅度上涨。所以近几年来,世界制造业的中心逐渐从亚洲四小龙转移到中国。中国加入到世界贸易组织后,所有的外商</span></span><span style="FONT-FAMILY: 宋体; mso-hansi-font-family: \'Times New Roman\'; mso-ascii-font-family: \'Times New Roman\';">投资企业均能享受国民待遇,中国在这方面的优势将进一步发挥出来,从而使我国家电企业转入良性发展。</span></p><p class="MsoNormal" style="TEXT-INDENT: 61.7pt; mso-char-indent-count: 5.97; mso-char-indent-size: 10.3pt;"><b><span lang="EN-US" style="COLOR: red; FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;"><span style="mso-spacerun: yes;">&nbsp;</span></span></b><b><span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">表<span lang="EN-US">2<span style="mso-spacerun: yes;">&nbsp; </span>1998年亚洲一些国家和地区制造业的人工成本 </span></span></b><b><span lang="EN-US" style="FONT-FAMILY: 宋体;"><span style="mso-spacerun: yes;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;</span></span></b><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 12.0pt;">(单位:美元)</span><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p></p></span></p><table cellspacing="0" cellpadding="0" border="1" style="BORDER-RIGHT: medium none; BORDER-TOP: medium none; MARGIN-LEFT: 14.4pt; BORDER-LEFT: medium none; BORDER-BOTTOM: medium none; BORDER-COLLAPSE: collapse; mso-padding-alt: 0cm 5.4pt 0cm 5.4pt; mso-border-alt: solid windowtext .5pt;"><tbody><tr><td width="108" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 0.5pt solid; PADDING-LEFT: 5.4pt; BACKGROUND: #cccccc; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 0.5pt solid; WIDTH: 81pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-shading: windowtext; mso-pattern: gray-20 auto;"><p class="MsoNormal"><b><span style="FONT-FAMILY: 宋体;">国家和地区<span lang="EN-US"><p></p></span></span></b></p></td><td width="52" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 0.5pt solid; PADDING-LEFT: 5.4pt; BACKGROUND: #cccccc; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 39pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-shading: windowtext; mso-pattern: gray-20 auto;"><p class="MsoNormal"><span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">中国<span lang="EN-US"><p></p></span></span></p></td><td width="52" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 0.5pt solid; PADDING-LEFT: 5.4pt; BACKGROUND: #cccccc; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 39pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-shading: windowtext; mso-pattern: gray-20 auto;"><p class="MsoNormal"><span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">印尼<span lang="EN-US"><p></p></span></span></p></td><td width="52" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 0.5pt solid; PADDING-LEFT: 5.4pt; BACKGROUND: #cccccc; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 39pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-shading: windowtext; mso-pattern: gray-20 auto;"><p class="MsoNormal"><span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">泰国<span lang="EN-US"><p></p></span></span></p></td><td width="60" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 0.5pt solid; PADDING-LEFT: 5.4pt; BACKGROUND: #cccccc; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 45pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-shading: windowtext; mso-pattern: gray-20 auto;"><p class="MsoNormal"><span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">菲律宾<span lang="EN-US"><p></p></span></span></p></td><td width="72" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 0.5pt solid; PADDING-LEFT: 5.4pt; BACKGROUND: #cccccc; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 54pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-shading: windowtext; mso-pattern: gray-20 auto;"><p class="MsoNormal"><span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">马来西亚<span lang="EN-US"><p></p></span></span></p></td><td width="51" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 0.5pt solid; PADDING-LEFT: 5.4pt; BACKGROUND: #cccccc; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 38.2pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-shading: windowtext; mso-pattern: gray-20 auto;"><p class="MsoNormal"><span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">韩国<span lang="EN-US"><p></p></span></span></p></td><td width="51" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 0.5pt solid; PADDING-LEFT: 5.4pt; BACKGROUND: #cccccc; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 38.25pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-shading: windowtext; mso-pattern: gray-20 auto;"><p class="MsoNormal"><span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">台湾<span lang="EN-US"><p></p></span></span></p></td><td width="51" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 0.5pt solid; PADDING-LEFT: 5.4pt; BACKGROUND: #cccccc; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 38.25pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-shading: windowtext; mso-pattern: gray-20 auto;"><p class="MsoNormal"><span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">香港<span lang="EN-US"><p></p></span></span></p></td></tr><tr><td width="108" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 0.5pt solid; WIDTH: 81pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal"><span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">周工资<span lang="EN-US"><p></p></span></span></p></td><td width="52" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 39pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" style="TEXT-INDENT: 10.5pt; mso-char-indent-count: 1.0; mso-char-indent-size: 10.5pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">30<p></p></span></p></td><td width="52" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 39pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal"><span lang="EN-US" style="FONT-FAMILY: 宋体;">31.7<p></p></span></p></td><td width="52" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 39pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal"><span lang="EN-US" style="FONT-FAMILY: 宋体;">58.3<p></p></span></p></td><td width="60" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 45pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" style="TEXT-INDENT: 10.5pt; mso-char-indent-count: 1.0; mso-char-indent-size: 10.5pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">47.4<p></p></span></p></td><td width="72" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 54pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" style="TEXT-INDENT: 10.5pt; mso-char-indent-count: 1.0; mso-char-indent-size: 10.5pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">77.9<p></p></span></p></td><td width="51" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 38.2pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal"><span lang="EN-US" style="FONT-FAMILY: 宋体;">243<p></p></span></p></td><td width="51" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 38.25pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal"><span lang="EN-US" style="FONT-FAMILY: 宋体;">328.9<p></p></span></p></td><td width="51" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 38.25pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal"><span lang="EN-US" style="FONT-FAMILY: 宋体;">436.6<p></p></span></p></td></tr><tr style="HEIGHT: 13.8pt;"><td width="108" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 0.5pt solid; WIDTH: 81pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; HEIGHT: 13.8pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal"><span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">与中国的比值<span lang="EN-US"><p></p></span></span></p></td><td width="52" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 39pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; HEIGHT: 13.8pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" style="TEXT-INDENT: 10.5pt; mso-char-indent-count: 1.0; mso-char-indent-size: 10.5pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">1<p></p></span></p></td><td width="52" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 39pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; HEIGHT: 13.8pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal"><span lang="EN-US" style="FONT-FAMILY: 宋体;">1.07<p></p></span></p></td><td width="52" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 39pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; HEIGHT: 13.8pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal"><span lang="EN-US" style="FONT-FAMILY: 宋体;">1.58<p></p></span></p></td><td width="60" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 45pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; HEIGHT: 13.8pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" style="TEXT-INDENT: 10.5pt; mso-char-indent-count: 1.0; mso-char-indent-size: 10.5pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">1.58<p></p></span></p></td><td width="72" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 54pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; HEIGHT: 13.8pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" style="TEXT-INDENT: 10.5pt; mso-char-indent-count: 1.0; mso-char-indent-size: 10.5pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">1.94<p></p></span></p></td><td width="51" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 38.2pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; HEIGHT: 13.8pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal"><span lang="EN-US" style="FONT-FAMILY: 宋体;">2.6<p></p></span></p></td><td width="51" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 38.25pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; HEIGHT: 13.8pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal"><span lang="EN-US" style="FONT-FAMILY: 宋体;">8.12<p></p></span></p></td><td width="51" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 38.25pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; HEIGHT: 13.8pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal"><span lang="EN-US" style="FONT-FAMILY: 宋体;">14.6<p></p></span></p></td></tr></tbody></table><p class="MsoNormal"><b><span lang="EN-US" style="FONT-FAMILY: 宋体;">&nbsp;<p></p></span></b></p><p class="MsoNormal"><b><span style="FONT-FAMILY: 宋体;">三、<span lang="EN-US"><span style="mso-spacerun: yes;">&nbsp;&nbsp;&nbsp; </span>中外家电企业营销策略比较<p></p></span></span></b></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-FAMILY: 宋体;">加入<span lang="EN-US">WTO使我国家电企业的竞争环境发生了极大的变化,因此对于国内家电企业来说,从战略的高度重新审视我们的营销策略是十分重要的。我们需要比较全面、系统地研究和比较国外家电产品在中国的营销策略,以求更好的吸收借鉴、为我所用,最终提高我国家电产品的国际竞争力。<p></p></span></span></p><p class="MsoNormal"><span style="FONT-FAMILY: 宋体;">(一)<span lang="EN-US"><span style="mso-spacerun: yes;">&nbsp;&nbsp;&nbsp; </span>外资进入中国市场情况<p></p></span></span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-FAMILY: 宋体;">世界公认的家电行业名牌有<span lang="EN-US">12个,即日本的索尼、松下、三菱、东芝、夏普、三洋;韩国的三星、LG;瑞典的伊莱克斯;德国的西门子;美国的惠而浦和GE。这些国外的名牌家电公司都拥有巨大的资本实力、卓越的研发技术和成熟的市场营销技能,它们在国际家电市场中长期处于主导地位。尽管如此,目前的全球家电市场竞争依然激烈,还没有一家制造商能占据全球10%份额。<p></p></span></span></p><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><b><span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">表<span lang="EN-US">3<span style="mso-spacerun: yes;">&nbsp; </span>《财富》全球500强中的部分电子电器公司<p></p></span></span></b></p><div align="center"><table cellspacing="0" cellpadding="0" border="1" style="BORDER-RIGHT: medium none; BORDER-TOP: medium none; BORDER-LEFT: medium none; BORDER-BOTTOM: medium none; BORDER-COLLAPSE: collapse; mso-padding-alt: 0cm 5.4pt 0cm 5.4pt; mso-border-alt: solid windowtext .5pt;"><tbody><tr><td valign="top" width="48" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 0.5pt solid; PADDING-LEFT: 5.4pt; BACKGROUND: #cccccc; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 0.5pt solid; WIDTH: 36pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid;"><p class="MsoNormal"><b><span style="FONT-FAMILY: 宋体;">排名<span lang="EN-US"><p></p></span></span></b></p></td><td valign="top" width="187" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 0.5pt solid; PADDING-LEFT: 5.4pt; BACKGROUND: #cccccc; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 140.4pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt;"><p class="MsoNormal"><b><span style="FONT-FAMILY: 宋体; mso-hansi-font-family: \'Times New Roman\'; mso-ascii-font-family: \'Times New Roman\';">公司名称</span><span lang="EN-US"><p></p></span></b></p></td><td valign="top" width="108" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 0.5pt solid; PADDING-LEFT: 5.4pt; BACKGROUND: #cccccc; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 81pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt;"><p class="MsoNormal" style="TEXT-INDENT: 10.35pt; mso-char-indent-count: 1.0; mso-char-indent-size: 10.35pt;"><b><span style="FONT-FAMILY: 宋体; mso-hansi-font-family: \'Times New Roman\'; mso-ascii-font-family: \'Times New Roman\';">中文名称</span><span lang="EN-US"><p></p></span></b></p></td><td valign="top" width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 0.5pt solid; PADDING-LEFT: 5.4pt; BACKGROUND: #cccccc; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt;"><p class="MsoNormal"><b><span style="FONT-FAMILY: 宋体; mso-hansi-font-family: \'Times New Roman\'; mso-ascii-font-family: \'Times New Roman\';">总部所在地</span><span lang="EN-US"><p></p></span></b></p></td><td valign="top" width="122" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 0.5pt solid; PADDING-LEFT: 5.4pt; BACKGROUND: #cccccc; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 91.3pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt;"><p class="MsoNormal"><b><span style="FONT-FAMILY: 宋体;">销售额(亿美元)<span lang="EN-US"><p></p></span></span></b></p></td></tr><tr><td valign="top" width="48" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 0.5pt solid; WIDTH: 36pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">8<p></p></span></p></td><td valign="top" width="187" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 140.4pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal"><span lang="EN-US">General</span></p></td><td valign="top" width="108" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 81pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 宋体;">通用<span lang="EN-US"><p></p></span></span></p></td><td valign="top" width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 宋体;">美国<span lang="EN-US"><p></p></span></span></p></td><td valign="top" width="122" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 91.3pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">1298.5<p></p></span></p></td></tr><tr><td valign="top" width="48" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 0.5pt solid; WIDTH: 36pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">22<p></p></span></p></td><td valign="top" width="187" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 140.4pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal"><span lang="EN-US">Hitachi</span></p></td><td valign="top" width="108" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 81pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 宋体;">日立<span lang="EN-US"><p></p></span></span></p></td><td valign="top" width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 宋体;">日本<span lang="EN-US"><p></p></span></span></p></td><td valign="top" width="122" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 91.3pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">761.3<p></p></span></p></td></tr><tr><td valign="top" width="48" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 0.5pt solid; WIDTH: 36pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">26<p></p></span></p></td><td valign="top" width="187" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 140.4pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal"><span lang="EN-US">Matsushita Electric Industrial</span></p></td><td valign="top" width="108" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 81pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 宋体;">松下<span lang="EN-US"><p></p></span></span></p></td><td valign="top" width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 宋体;">日本<span lang="EN-US"><p></p></span></span></p></td><td valign="top" width="122" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 91.3pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">694.8<p></p></span></p></td></tr><tr><td valign="top" width="48" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 0.5pt solid; WIDTH: 36pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">30<p></p></span></p></td><td valign="top" width="187" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 140.4pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal"><span lang="EN-US">Sony</span></p></td><td valign="top" width="108" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 81pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 宋体;">索尼<span lang="EN-US"><p></p></span></span></p></td><td valign="top" width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 宋体;">日本<span lang="EN-US"><p></p></span></span></p></td><td valign="top" width="122" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 91.3pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">661.6<p></p></span></p></td></tr><tr><td valign="top" width="48" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 0.5pt solid; WIDTH: 36pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">44<p></p></span></p></td><td valign="top" width="187" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 140.4pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal"><span lang="EN-US">Toshiba</span></p></td><td valign="top" width="108" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 81pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 宋体;">东芝<span lang="EN-US"><p></p></span></span></p></td><td valign="top" width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 宋体;">日本<span lang="EN-US"><p></p></span></span></p></td><td valign="top" width="122" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 91.3pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">538.3<p></p></span></p></td></tr><tr><td valign="top" width="48" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 0.5pt solid; WIDTH: 36pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">55<p></p></span></p></td><td valign="top" width="187" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 140.4pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal"><span lang="EN-US">NEC</span></p></td><td valign="top" width="108" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 81pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 宋体;">日本电器<span lang="EN-US"><p></p></span></span></p></td><td valign="top" width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 宋体;">日本<span lang="EN-US"><p></p></span></span></p></td><td valign="top" width="122" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 91.3pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">489.3<p></p></span></p></td></tr><tr><td valign="top" width="48" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 0.5pt solid; WIDTH: 36pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">92<p></p></span></p></td><td valign="top" width="187" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 140.4pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal"><span lang="EN-US">Samsung Electronics</span></p></td><td valign="top" width="108" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 81pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 宋体;">三星<span lang="EN-US"><p></p></span></span></p></td><td valign="top" width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 宋体;">日本<span lang="EN-US"><p></p></span></span></p></td><td valign="top" width="122" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 91.3pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">384.9<p></p></span></p></td></tr><tr><td valign="top" width="48" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 0.5pt solid; WIDTH: 36pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">107<p></p></span></p></td><td valign="top" width="187" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 140.4pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal"><span lang="EN-US">Royal Philips Electronics</span></p></td><td valign="top" width="108" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 81pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 宋体;">飞利浦<span lang="EN-US"><p></p></span></span></p></td><td valign="top" width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 宋体;">韩国<span lang="EN-US"><p></p></span></span></p></td><td valign="top" width="122" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 91.3pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">349.9<p></p></span></p></td></tr><tr><td valign="top" width="48" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 0.5pt solid; WIDTH: 36pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">145<p></p></span></p></td><td valign="top" width="187" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 140.4pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal"><span lang="EN-US">Robert Bosch</span></p></td><td valign="top" width="108" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 81pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 宋体;">博世—西门子<span lang="EN-US"><p></p></span></span></p></td><td valign="top" width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 宋体;">荷兰<span lang="EN-US"><p></p></span></span></p></td><td valign="top" width="122" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 91.3pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">290.8<p></p></span></p></td></tr><tr><td valign="top" width="48" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 0.5pt solid; WIDTH: 36pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">244<p></p></span></p></td><td valign="top" width="187" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 140.4pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal"><span lang="EN-US">LG Electronics</span></p></td><td valign="top" width="108" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 81pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 宋体;">金星电子<span lang="EN-US"><p></p></span></span></p></td><td valign="top" width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 宋体;">韩国<span lang="EN-US"><p></p></span></span></p></td><td valign="top" width="122" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 91.3pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">200.9<p></p></span></p></td></tr><tr><td valign="top" width="48" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 0.5pt solid; WIDTH: 36pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">272<p></p></span></p></td><td valign="top" width="187" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 140.4pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal"><span lang="EN-US">Sharp</span></p></td><td valign="top" width="108" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 81pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 宋体;">夏普<span lang="EN-US"><p></p></span></span></p></td><td valign="top" width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 宋体;">日本<span lang="EN-US"><p></p></span></span></p></td><td valign="top" width="122" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 91.3pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">182.1<p></p></span></p></td></tr><tr><td valign="top" width="48" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 0.5pt solid; WIDTH: 36pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">398<p></p></span></p></td><td valign="top" width="187" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 140.4pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal"><span lang="EN-US">Electrolux</span></p></td><td valign="top" width="108" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 81pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 宋体;">伊莱克斯<span lang="EN-US"><p></p></span></span></p></td><td valign="top" width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 宋体;">瑞典<span lang="EN-US"><p></p></span></span></p></td><td valign="top" width="122" style="BORDER-RIGHT: windowtext 0.5pt soli

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 楼主| 发表于 2006-10-12 04:32:46 | 显示全部楼层
<p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-FAMILY: 宋体;">(<span lang="EN-US">2)在营销渠道方面<p></p></span></span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-FAMILY: 宋体;">渠道是指使产品从产地向消费者转移的由相互依赖的组织构成的商业结构,有效的营销渠道可以减少商品流通时间,节约流通费用,同时还具有促销和宣传功能。与中国企业相比,国外家电企业不仅具备产品方面的优势,还具有灵活的渠道帮助其实现对市场的快速攫取。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-FAMILY: 宋体;">中国家电业经过二十世纪九十年代两次飞跃,已形成相当的规模,出现了一大批知名品牌。目前,我国海尔、长虹、春兰、<span lang="EN-US">TCL、海信等都以拥有庞大的销售网络,以此来加强对销售终端的控制。这些家电企业的分销管理层次大致分为三层,分别为客户层(包括经销家、代理商、仓储和部分办事处等)、分支机构层(分公司、办事处和周转库等)和总部层(包括总部、总部仓库和中心仓库等),这三个层次构成了企业分销管理的整体系统。<span style="COLOR: black;">但随着企业规模的快速膨胀,伴随而来的是管理资源的严重匮乏,从分销来看,各家电企业在管理上普遍还没有实现信息化,导致信息流通不畅、分销成本过高。尽管很多企业都增加了渠道方面的投入,营销体系的规模也得到相应的扩展,但是,经营管理手段、信息的反馈程度还有巨大的差距,在分销管理的三个层次上,缺乏一个总体的可以有效沟通的信息平台,信息流通不畅已对我国家电企业发展构成了严重的威胁。<p></p></span></span></span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="COLOR: black; FONT-FAMILY: 宋体;">同时,我国的家电大企业都建立了自己庞大的营销网络。这些营销网络除了担负产品分销外,还必须承担市场开拓、品牌推广、信息反馈、用户服务等营销职能,因此维持其运转的成本很高。以我国家电企业中网络健全的<span lang="EN-US">TCL集团为例,其销售网络包括34个销售分公司,198个经营部、1.2万名销售人员,仅一年人员的工资就是很大的一笔开支,更何况巨额的经营和管理费用。 <p></p></span></span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="COLOR: black; FONT-FAMILY: 宋体;">而与中国企业渠道管理落后、缺乏反馈机制、销售网络庞杂、中间成本过高的现状相比,国外的家电企业经过一段时间在中国市场的摸索,已经基本拥有了灵活高效的销售渠道。</span><span style="FONT-FAMILY: 宋体;">在国外家电企业进入中国市场之初,首要的关键问题是本土化,选择合适的营销渠道是取得成功的必要条件,而国外家电公司正是凭借其几十年国际市场竞争的经验,敏锐的把握了新市场,选择了适合自己的市场进入方式。目前在中国市场上,国外公司做得普遍比国内公司要好,其中最主要的因素就是由营销理念决定的在渠道策略上的差距。<span lang="EN-US"><p></p></span></span></p><p class="MsoBodyTextIndent2" style="TEXT-INDENT: 21pt;"><span style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt;">伊莱克斯在中国渠道方式上就很有特点。公司在其传统主业冰箱上,在大中城市建立起一套完善的营销网络,通过经销商、大中商场直销等形式迅速做到了大中城市销量的第二位。但在其去年刚推出的空调的销售中,公司并没有利用已经铺开的冰箱销售网络,而是根据产品本身的差异化,采用一种称之为<span lang="EN-US">“精英营销”的新型营销方式。在终端销售上没有采取以往的全面覆盖战略,只选择了极具销售潜力的终端网点。这种营销方式对那些潜力较大的市场既能够集中投入营销资源,又降低了库存,有限地提高资金的周转率,还可以有针对性的制定产品组合,实现销售最大化和利润最大化。从2001年2月到7月短短几个月,伊莱克斯的空调销量以达15万台,真正做到了以最小的投入获得较大的回报。<p></p></span></span></p><p class="MsoBodyTextIndent2" style="TEXT-INDENT: 21pt;"><span style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt;">韩国三星集团认为只有能够创造价值的渠道才是有生命力的。从这一角度来说,经销商与厂商在市场价值的创造上同等的,即经销商与厂商必须共同发展才能保证彼此利益最大化的实现。因此三星在渠道建设中特别注意与经销商的共同成长。双方形成一种互动的伙伴关系,追求<span lang="EN-US">“双赢”的最佳合作效果。在这种理念的支持下,充分利用INTERNET及电子商务实现渠道的网络化,提升渠道效率,使物流、资金流、信息流易于管理。<p></p></span></span></p><p class="MsoBodyTextIndent2" style="TEXT-INDENT: 21pt;"><span style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt;">日本的松下公司作为世界上最大的家电公司之一,在将生产基地转向中国的同时,也加大了本土营销的力度,在营销渠道上开始尝试新的模式。目前松下将其在日本成功运用的、针对连锁零售业的营销模式移植到中国家电市场。它遵循厂商分工协作原则,使全国型连锁企业作为一个整体直接接受松下统一的政策引导,不仅能适应市场发展,更能集约市场推广和管理费用,产生更高的效益。目前中国松下公司已与江苏苏宁合作,意在打破区域代理的传统销售局面。这样,苏宁零售网络不仅可以销售所有型号的松下空调,也可以销售苏宁专门根据中国市场需求定制的机型。<span lang="EN-US"><p></p></span></span></p><p class="MsoBodyTextIndent2" style="mso-char-indent-count: 0; mso-char-indent-size: 0cm;"><span style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt;">此外,近年来,国内家电流通业态发生了很大变化,以大型百货商场为主体的家电销售渠道受到了以国美、三联、苏宁等综合性家电连锁经营企业的强烈冲击。这支重要的商业资本最显著的特征是经营规模大、资本雄厚、跨地域连锁经营、掌握着庞大的销售网络,是一个高效率、专业化的零售终端。它们以承担销售风险的方式获得家电生产企业最大限度的让利,因此在最终售价上具有明显的优势,同时,在品种、数量上同样具有优势。很多国外家电公司在不能建立自己网络的情况下,借助这种新的家电流通业态降低了营销成本,迅速缩短了与国内家电企业在流通覆盖方面的差距,并且避免陷入国内企业销售网络庞杂、中间成本过高的尴尬局面。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><span style="mso-spacerun: yes;">&nbsp;&nbsp; </span><p></p></span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-FAMILY: 宋体;">比较中外家电企业的营销战略和策略,可以发现中国家电企业的种种问题,我们需要建立全球化的营销视野,制定符合自身发展的长期的营销战略,同时有摸索出有效的灵活的营销策略,在客户关系管理和渠道管理等方面出努力。我们期待着中国的家电企业,在我国加入世贸组织后,能够立足本土、放眼世界,以积极进取、虚心学习的姿态参与到激烈的竞争中去,凭着自身的实力和不断成熟营销手段赢得成功,在世界上树立起中国家电的品牌。</span></p><p class="MsoNormal"><span lang="EN-US" style="FONT-FAMILY: 宋体;">&nbsp;<p></p></span></p><p class="MsoNormal"><b><span style="FONT-FAMILY: 宋体;">四、<span lang="EN-US"><span style="mso-spacerun: yes;">&nbsp;&nbsp; </span>我国家电企业的入世营销战略<p></p></span></span></b></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-FAMILY: 宋体;">家电行业在世界范围内经历了近百年的发展,而我国的家电行业仅仅有<span lang="EN-US">20年的历史。加入WTO后,我国企业如何发挥后发优势在与国际家电企业同台竞争的过程中成功,关键在于我国企业要选择正确有效的竞争战略<p></p></span></span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-FAMILY: 宋体;">战略决定一个企业的发展方向和采取的相应策略,在竞争的大环境发生巨大变化的情况下,战略的指导作用就显得尤为重要。对于我国企业而言,应该在充分了解行业的发展趋势、竞争对手和自身资源的情况下,结合经济全球化的背景,致力于寻找一种在市场中创造并维持竞争优势的战略。以下列举了一些典型的竞争战略,供读者参考。<span lang="EN-US"><p></p></span></span></p><p class="MsoBodyText"><a name="_Toc1701107"></a><a name="_Toc1702518"></a><a name="_Toc1702705"><span style="mso-bookmark: _Toc1702518;"><span style="mso-bookmark: _Toc1701107;"><span style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt;">(一) <span lang="EN-US"><span style="mso-spacerun: yes;">&nbsp;&nbsp;&nbsp;</span>资源整合</span></span></span></span></a><span style="FONT-SIZE: 10.5pt; mso-bidi-font-size: 12.0pt;">战略<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-FAMILY: 宋体;">可以说<span lang="EN-US">, 入世后中国家电企业的出路在国外市场。家电产品已经成为主要出口产品之一,近几年,我国家电产品出口每年均以20%的速度增长;2000年中国家电出口额为54.8亿美元;2001年在西方经济不景气和世界经济大环境疲软的情况下,我国家电产品出口仍有较大幅度增长,并且拓展了许多新市场,除美国、日本等国家市场外,在东南亚、俄罗斯、欧洲、非洲等地的出口规模也有了较大的增长。加入WTO后,国外各种贸易壁垒会降低或废除,中国家电产品的竞争力将越来越强,出口也将进一步增长。<p></p></span></span></p><p class="MsoNormal" style="TEXT-INDENT: 93pt; mso-char-indent-count: 9.0; mso-char-indent-size: 10.3pt;"><b><span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">表<span lang="EN-US">5<span style="mso-spacerun: yes;">&nbsp; </span>中国2000年家电出口情况<span style="mso-spacerun: yes;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </span></span></span></b><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 12.0pt;">(单位:亿美元)</span><b><span lang="EN-US" style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;"><p></p></span></b></p><table cellspacing="0" cellpadding="0" border="1" style="BORDER-RIGHT: medium none; BORDER-TOP: medium none; BORDER-LEFT: medium none; BORDER-BOTTOM: medium none; BORDER-COLLAPSE: collapse; mso-padding-alt: 0cm 5.4pt 0cm 5.4pt; mso-border-alt: solid windowtext .5pt;"><tbody><tr style="HEIGHT: 18.75pt;"><td valign="top" width="127" rowspan="2" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 0.5pt solid; PADDING-LEFT: 5.4pt; BACKGROUND: #cccccc; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 0.5pt solid; WIDTH: 95.4pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; HEIGHT: 18.75pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;"><span style="mso-spacerun: yes;">&nbsp;&nbsp; </span><b><span style="mso-spacerun: yes;">&nbsp;</span>年度<p></p></b></span></p><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">&nbsp;<p></p></span></p><p class="MsoNormal"><b><span style="FONT-FAMILY: 宋体;">国别地区<span lang="EN-US"><p></p></span></span></b></p></td><td width="168" colspan="2" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 0.5pt solid; PADDING-LEFT: 5.4pt; BACKGROUND: #cccccc; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 126pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; HEIGHT: 18.75pt; mso-border-left-alt: solid windowtext .5pt;"><p class="MsoNormal" style="TEXT-INDENT: 41.25pt; mso-char-indent-count: 3.99; mso-char-indent-size: 10.3pt;"><b><span lang="EN-US" style="FONT-FAMILY: 宋体;">1999年<p></p></span></b></p></td><td valign="top" width="168" colspan="2" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 0.5pt solid; PADDING-LEFT: 5.4pt; BACKGROUND: #cccccc; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 126pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; HEIGHT: 18.75pt; mso-border-left-alt: solid windowtext .5pt;"><p class="MsoNormal" style="TEXT-INDENT: 41.15pt; mso-char-indent-count: 3.98; mso-char-indent-size: 10.3pt;"><b><span lang="EN-US" style="FONT-FAMILY: 宋体;">2000年<p></p></span></b></p></td><td valign="top" width="105" rowspan="2" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 0.5pt solid; PADDING-LEFT: 5.4pt; BACKGROUND: #cccccc; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 78.7pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; HEIGHT: 18.75pt; mso-border-left-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><b><span lang="EN-US" style="FONT-FAMILY: 宋体;">&nbsp;<p></p></span></b></p><p class="MsoNormal" style="TEXT-INDENT: 10.35pt; mso-char-indent-count: 1.0; mso-char-indent-size: 10.35pt;"><b><span style="FONT-FAMILY: 宋体;">增长率(<span lang="EN-US">%)<p></p></span></span></b></p></td></tr><tr style="HEIGHT: 27.75pt;"><td width="72" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #cccccc; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 54pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; HEIGHT: 27.75pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><b><span style="FONT-FAMILY: 宋体;">出口额<span lang="EN-US"><p></p></span></span></b></p></td><td width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #cccccc; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; HEIGHT: 27.75pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><b><span style="FONT-FAMILY: 宋体;">占出口总额的比重(<span lang="EN-US">%)<p></p></span></span></b></p></td><td width="72" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #cccccc; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 54pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; HEIGHT: 27.75pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><b><span style="FONT-FAMILY: 宋体;">出口额<span lang="EN-US"><p></p></span></span></b></p></td><td width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #cccccc; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; HEIGHT: 27.75pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><b><span style="FONT-FAMILY: 宋体;">占出口总额的比重(<span lang="EN-US">%)<p></p></span></span></b></p></td></tr><tr><td valign="top" width="127" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 0.5pt solid; WIDTH: 95.4pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">全球<span lang="EN-US"><p></p></span></span></p></td><td width="72" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 54pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">1949.3<p></p></span></p></td><td width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;">&nbsp;<span lang="EN-US" style="FONT-FAMILY: 宋体;"><p></p></span></p></td><td width="72" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 54pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">2492.1<p></p></span></p></td><td width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;">&nbsp;<span lang="EN-US" style="FONT-FAMILY: 宋体;"><p></p></span></p></td><td width="105" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 78.7pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">27.8<p></p></span></p></td></tr><tr><td valign="top" width="127" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 0.5pt solid; WIDTH: 95.4pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">美国<span lang="EN-US"><p></p></span></span></p></td><td width="72" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 54pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">419.5<p></p></span></p></td><td width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">21.5<p></p></span></p></td><td width="72" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 54pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">521.0<p></p></span></p></td><td width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">20.9<p></p></span></p></td><td width="105" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 78.7pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">24.2<p></p></span></p></td></tr><tr><td valign="top" width="127" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 0.5pt solid; WIDTH: 95.4pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">香港<span lang="EN-US"><p></p></span></span></p></td><td width="72" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 54pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">368.9<p></p></span></p></td><td width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">18.9<p></p></span></p></td><td width="72" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 54pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">445.2<p></p></span></p></td><td width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">17.9<p></p></span></p></td><td width="105" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 78.7pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">20.8<p></p></span></p></td></tr><tr><td valign="top" width="127" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 0.5pt solid; WIDTH: 95.4pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">日本<span lang="EN-US"><p></p></span></span></p></td><td width="72" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 54pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">324.0<p></p></span></p></td><td width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">16.6<p></p></span></p></td><td width="72" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 54pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">416.5<p></p></span></p></td><td width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">16.7<p></p></span></p></td><td width="105" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 78.7pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">28.5<p></p></span></p></td></tr><tr><td valign="top" width="127" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 0.5pt solid; WIDTH: 95.4pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">欧盟<span lang="EN-US"><p></p></span></span></p></td><td width="72" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 54pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">302.1<p></p></span></p></td><td width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">15.5<p></p></span></p></td><td width="72" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 54pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">381.9<p></p></span></p></td><td width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">15.0<p></p></span></p></td><td width="105" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 78.7pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">26.4<p></p></span></p></td></tr><tr><td valign="top" width="127" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 0.5pt solid; WIDTH: 95.4pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">东盟<span lang="EN-US"><p></p></span></span></p></td><td width="72" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 54pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">121.7<p></p></span></p></td><td width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">6.2<p></p></span></p></td><td width="72" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 54pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">173.4<p></p></span></p></td><td width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">7.0<p></p></span></p></td><td width="105" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 78.7pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">41.3<p></p></span></p></td></tr><tr><td valign="top" width="127" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 0.5pt solid; WIDTH: 95.4pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">韩国<span lang="EN-US"><p></p></span></span></p></td><td width="72" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 54pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">78.1<p></p></span></p></td><td width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">4.0<p></p></span></p></td><td width="72" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 54pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">112.9<p></p></span></p></td><td width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">4.5<p></p></span></p></td><td width="105" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 78.7pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">44.6<p></p></span></p></td></tr><tr><td valign="top" width="127" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 0.5pt solid; WIDTH: 95.4pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">拉美<span lang="EN-US"><p></p></span></span></p></td><td width="72" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 54pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">52.7<p></p></span></p></td><td width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">2.7<p></p></span></p></td><td width="72" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 54pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">71.9<p></p></span></p></td><td width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">2.9<p></p></span></p></td><td width="105" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 78.7pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">36.4<p></p></span></p></td></tr><tr><td valign="top" width="127" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 0.5pt solid; WIDTH: 95.4pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">中东欧及独联体<span lang="EN-US"><p></p></span></span></p></td><td width="72" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 54pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">41.9<p></p></span></p></td><td width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">2.1<p></p></span></p></td><td width="72" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 54pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">59.4<p></p></span></p></td><td width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">2.4<p></p></span></p></td><td valign="top" width="105" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 78.7pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">41.8<p></p></span></p></td></tr><tr><td width="127" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 0.5pt solid; WIDTH: 95.4pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">非洲<span lang="EN-US"><p></p></span></span></p></td><td width="72" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 54pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">41.1<p></p></span></p></td><td width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">2.1<p></p></span></p></td><td width="72" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 54pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">50.4<p></p></span></p></td><td width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">2.0<p></p></span></p></td><td width="105" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 78.7pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">22.5<p></p></span></p></td></tr><tr><td width="127" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 0.5pt solid; WIDTH: 95.4pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">台湾省<span lang="EN-US"><p></p></span></span></p></td><td width="72" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 54pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">39.5<p></p></span></p></td><td width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">2.0<p></p></span></p></td><td width="72" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 54pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">50.4<p></p></span></p></td><td width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">2.0<p></p></span></p></td><td width="105" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 78.7pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">27.6<p></p></span></p></td></tr><tr><td width="127" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 0.5pt solid; WIDTH: 95.4pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">大洋洲<span lang="EN-US"><p></p></span></span></p></td><td width="72" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 54pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">31.1<p></p></span></p></td><td width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">1.6<p></p></span></p></td><td width="72" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 54pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">39.1<p></p></span></p></td><td width="96" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">1.6<p></p></span></p></td><td width="105" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 78.7pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">25.6<p></p></span></p></td></tr></tbody></table><p class="MsoNormal"><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: \'Times New Roman\'; mso-ascii-font-family: \'Times New Roman\';">资料来源:</span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 12.0pt;">《中国海关统计<span lang="EN-US">2000年》</span></span><span lang="EN-US" style="FONT-FAMILY: 宋体;"><p></p></span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-FAMILY: 宋体;">中国企业参加国际竞争的方式主要有:参加大型国际专业展览会,寻找合适的代理商;尝试<span lang="EN-US">OEM生产方式;建立自己的国际营销渠道;建立境外产品分销中心;输出技术和合资建厂等。以上多数模式,对现有的出口规模和出口量是适宜的,但随着出口规模的扩大和产品向<span style="COLOR: black;">高端市场</span>的发展,通过市场机制和政策调节建立若干国际跨国公司是十分有必要的。 即中国的家电企业应该从产品输出和技术输出升级到资本输出。<p></p></span></span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-FAMILY: 宋体;">目前我国几家大的家电企业均已意识到这一点,纷纷在全球市场中为自己定位,在国外建立生产基地和研发中心。海尔集团于<span lang="EN-US">2001年投资3000万美元在美国建立了生产基地,还在欧洲、东南亚等地建立了12个生产基地和7个研发中心,充分利用全球资源进行竞争,并已经成功地在国际上树立起中国的家电品牌形象;春兰在俄罗斯设立空调生产工厂;格力在巴西;长虹在印度尼西亚寻求新的发展模式:这些中国企业以战略性的眼光率先一步进入了国际市场。上述有实力的集团应该把握住国际产业转移的有利时机,进一步扩大在国外的投资设厂规模,逐步实现设计、生产、销售的当地化,这是在我国国内家电产业市场已经趋于饱和、竞争加剧情况下的中国企业最科学的现实选择。<p></p></span></span></p><p class="MsoNormal"><a name="_Toc1701110"></a><a name="_Toc1702521"></a><a name="_Toc1702708"><span style="mso-bookmark: _Toc1702521;"><span style="mso-bookmark: _Toc1701110;"><span style="FONT-FAMILY: 宋体;">(二)<span lang="EN-US"><span style="mso-spacerun: yes;">&nbsp;&nbsp;&nbsp; </span>多元化</span></span></span></span></a><span style="FONT-FAMILY: 宋体;">发展战略<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">2001年底,中国正式加入了世界贸易组织,这使得拥有13亿人的中国国内市场与世界市场联为一体。面对未来的机遇与挑战,国内家电企业开始寻求自己的发展道路。2001年我国家电市场已经加快了多元化的步伐。2001年6月份,荣事达正式宣布全部介入小家电领域,欲做小家电行业的领袖品牌;7月份,海信和美的宣布进入冰箱业;之后以“科技领</span><span style="FONT-FAMILY: 宋体; mso-hansi-font-family: \'Times New Roman\'; mso-ascii-font-family: \'Times New Roman\';">先”和“国际化”著称的乐华在继彩电、空调做出不俗业绩后,将以</span><span lang="EN-US">OEM</span><span style="FONT-FAMILY: 宋体; mso-hansi-font-family: \'Times New Roman\'; mso-ascii-font-family: \'Times New Roman\';">的方式全面进入冰箱、洗衣机、小家电等整个白色家电行业。此外,海尔、长虹、小天鹅、科龙等也看好小家电市场的诱人前景,携巨资进入小家电市场。</span></p><p class="MsoNormal" style="TEXT-INDENT: 21pt; mso-char-indent-count: 2.0; mso-char-indent-size: 10.5pt;"><span style="FONT-FAMILY: 宋体; mso-hansi-font-family: \'Times New Roman\'; mso-ascii-font-family: \'Times New Roman\';">入世后,面对国外家电企业强大的资本、技术优势,国内家电企业只有利用自身的品牌和市场优势与之竞争。国外著名的家电企业均有几十亿美元的年销售额,相比之下中国大的家电企业基本上是几十亿人民币,双方的竞争不是一个数量级的。因此对于中国的家电企业而言,多元化将增大企业的规模,有利于充分利用现存的无形和有形资产,来谋求最大的利润。因此在未来的几年里,伴随着行业内兼并、重组而进行的多元化将成为家电业发展的一大趋势。</span></p><p class="MsoNormal" style="TEXT-INDENT: 134.35pt; mso-char-indent-count: 13.0; mso-char-indent-size: 10.3pt;"><b><span style="FONT-FAMILY: 黑体; mso-hansi-font-family: 宋体;">表<span lang="EN-US">6<span style="mso-spacerun: yes;">&nbsp; </span>2000年中国家电企业前五强<p></p></span></span></b></p><table cellspacing="0" cellpadding="0" border="1" style="BORDER-RIGHT: medium none; BORDER-TOP: medium none; BORDER-LEFT: medium none; BORDER-BOTTOM: medium none; BORDER-COLLAPSE: collapse; mso-padding-alt: 0cm 5.4pt 0cm 5.4pt; mso-border-alt: solid windowtext .5pt;"><tbody><tr><td width="55" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 0.5pt solid; PADDING-LEFT: 5.4pt; BACKGROUND: #cccccc; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 0.5pt solid; WIDTH: 41.4pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><b><span style="FONT-FAMILY: 宋体;">序号<span lang="EN-US"><p></p></span></span></b></p></td><td width="180" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 0.5pt solid; PADDING-LEFT: 5.4pt; BACKGROUND: #cccccc; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 135pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><b><span style="FONT-FAMILY: 宋体;">企业名称<span lang="EN-US"><p></p></span></span></b></p></td><td width="84" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 0.5pt solid; PADDING-LEFT: 5.4pt; BACKGROUND: #cccccc; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 63pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><b><span style="FONT-FAMILY: 宋体;">销售收入(亿元)<span lang="EN-US"><p></p></span></span></b></p></td><td width="249" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 0.5pt solid; PADDING-LEFT: 5.4pt; BACKGROUND: #cccccc; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 186.7pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-INDENT: 20.65pt; TEXT-ALIGN: center; mso-char-indent-count: 2.0; mso-char-indent-size: 10.3pt;"><b><span style="FONT-FAMILY: 宋体;">经营范围<span lang="EN-US"><p></p></span></span></b></p></td></tr><tr><td width="55" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 0.5pt solid; WIDTH: 41.4pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">1<p></p></span></p></td><td width="180" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 135pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 宋体;">海尔集团<span lang="EN-US"><p></p></span></span></p></td><td width="84" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 63pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">406.28<p></p></span></p></td><td width="249" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 186.7pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 宋体;">冰箱、空调、洗衣机、小家电、厨卫等<span lang="EN-US"><p></p></span></span></p></td></tr><tr><td width="55" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 0.5pt solid; WIDTH: 41.4pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">2<p></p></span></p></td><td width="180" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 135pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 宋体;">广东美的企业集团<span lang="EN-US"><p></p></span></span></p></td><td width="84" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 63pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">105.02<p></p></span></p></td><td width="249" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 186.7pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 宋体;">空调、冰箱、小家电等<span lang="EN-US"><p></p></span></span></p></td></tr><tr><td width="55" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 0.5pt solid; WIDTH: 41.4pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">3<p></p></span></p></td><td width="180" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 135pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 宋体;">春兰(集团)公司<span lang="EN-US"><p></p></span></span></p></td><td width="84" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 63pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">93.4<p></p></span></p></td><td width="249" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 186.7pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 宋体;">空调、冰箱、洗衣机、小家电等<span lang="EN-US"><p></p></span></span></p></td></tr><tr><td width="55" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 0.5pt solid; WIDTH: 41.4pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">4<p></p></span></p></td><td width="180" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 135pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 宋体;">科龙集团<span lang="EN-US"><p></p></span></span></p></td><td width="84" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 63pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">69.60<p></p></span></p></td><td width="249" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; BACKGROUND: #e6e6e6; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 186.7pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 宋体;">空调、冰箱、小家电等<span lang="EN-US"><p></p></span></span></p></td></tr><tr><td width="55" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 0.5pt solid; WIDTH: 41.4pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">5<p></p></span></p></td><td width="180" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 135pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 宋体;">江苏小天鹅股份有限公司<span lang="EN-US"><p></p></span></span></p></td><td width="84" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 63pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span lang="EN-US" style="FONT-FAMILY: 宋体;">68.98<p></p></span></p></td><td width="249" style="BORDER-RIGHT: windowtext 0.5pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: medium none; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: medium none; WIDTH: 186.7pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 0.5pt solid; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;"><p class="MsoNormal" align="center" style="TEXT-ALIGN: center;"><span style="FONT-FAMILY: 宋体;">洗衣机、冰箱、小家电等<span lang="EN-US"><p></p></span></span></p></td></tr></tbody></table><p class="MsoNormal"><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: \'Times New R
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