陨落的昔日巨头：类苹果模式能否拯救索尼

诺基亚、惠普、雅虎、索尼、松下……这些耀眼的名字都曾经是备受瞩目的行业巨头，近几年几乎在一夜之间陷入困顿：近期惠普宣布裁员2.7万人，更换CEO的速度也不亚于雅虎；诺基亚的股票被列入垃圾评级；索尼也被传出大规模裁员计划；卖掉阿里巴巴的股份，气喘吁吁的雅虎能否自救。它们到底怎么了？管理不善、创新不够、行业巨变、投资失利、业绩下滑，在诸多难题的困扰下，这些巨头面临着在行业中被边缘化的危机。YraRainbow Mandarin 彩虹汉语

本报从公司战略、管理、布局、业务和业绩等多方面深入剖析这些曾经让我们景仰的行业巨头的衰落之路，希望从中给出启示和答案。YraRainbow Mandarin 彩虹汉语

陨落的巨头 YraRainbow Mandarin 彩虹汉语

类苹果模式能否拯救索尼YraRainbow Mandarin 彩虹汉语

王珍YraRainbow Mandarin 彩虹汉语

[ 包括索尼在内的日本电子企业战略失当，他们继续制造着过去领先如今却连连亏损的产品，试图在廉价资本和制造技术方面而非通过产品创新与三星这样的新贵比拼 ]YraRainbow Mandarin 彩虹汉语

拯救索尼似乎是一场马拉松。YraRainbow Mandarin 彩虹汉语

4月1日，52岁的平井一夫正式接替霍华德·斯金格出任索尼CEO。走上讲台，他面带微笑地说：“现在是索尼求变的时刻，我相信我们可以做到。”平井一夫用手做出了“No.1”的手势。YraRainbow Mandarin 彩虹汉语

在独立操作的电子产品时代，索尼独领风骚。而在数码、互联网时代，索尼变得步履蹒跚。索尼前两任CEO早就呼唤，索尼要迎接互联网时代；而斯金格也努力推动索尼的硬件与内容融合，然而仍没有彻底扭转局面。YraRainbow Mandarin 彩虹汉语

2011财年(截至今年3月底)，索尼的销售收入达64932亿日元(约792亿美元)，同比减少9.6%；亏损4567亿日元(约56亿美元)，亏损额较2010财年扩大了76%。尽管遇到了日本大地震、泰国大洪水、欧美经济不振、日元升值、中韩企业挑战等困难，但也不能掩盖索尼所有的问题。YraRainbow Mandarin 彩虹汉语

连续四年的业绩亏损，让索尼倍感压力。作为二战后日本在全球崛起的象征，索尼太需要重拾自信。YraRainbow Mandarin 彩虹汉语

四平八稳的“药方”YraRainbow Mandarin 彩虹汉语

4月12日，平井一夫宣布了改革方案：2012财年斥资750亿日元转让中小型液晶、化学产品及电动汽车电池等业务，并加强数码影像、游戏、移动业务，这三大核心业务2014财年将向索尼电子贡献70%的收入和85%的营业利润；2014年，索尼要实现8.5万亿日元销售额、超过5%的营业利润和10%的净资产收益率，其中电子业务的销售占6万亿日元。YraRainbow Mandarin 彩虹汉语

平井一夫就像医生一样，对亏损、低利润、负现金流、缺乏协同、前景有限、非独立运作的业务施行“切除”手术，相应裁员一万人。对重灾区彩电业务，极力让其变“轻”：先是出售与三星合资的液晶面板工厂50%的股份；再是提高彩电整机外包生产的比例，同时将电视机型号减少40%，今年努力使电视业务的固定成本降低60%，运营成本降低30%。YraRainbow Mandarin 彩虹汉语

过去十年，索尼一直试图适应互联网时代，但是它仍然保留着庞大的制造工厂，拥有168200名员工、2000多款产品，从耳机、医疗打印机到好莱坞3D电影的生产设备。YraRainbow Mandarin 彩虹汉语

苹果手机黑白两款，通吃天下。索爱手机已经不堪重负。去年索尼花10亿欧元，从爱立信手中买下合资公司余下50%的股份，希望在落后一步的智能手机领域迎头赶上。YraRainbow Mandarin 彩虹汉语

平井一夫表示，公司有着牢固的根基去充分利用索尼广泛的电子产品线，结合丰富的娱乐内容资产，以及不断增长的网络服务，去带给全球的顾客一种新的、激动人心的生活。YraRainbow Mandarin 彩虹汉语

尽管不愿承认，索尼今后将走类苹果化的模式，即“软硬兼施”。它正在整合智能手机、平板电脑和笔记本电脑的研发、设计及销售；利用其影视、音乐和游戏的资源，打造“Sony Entertainment Network”网络服务平台，拟推出新的移动产品并建立新的业务模式；推动PlayStation3等游戏机与PlayStation Network(PSN)的游戏内容平台结合。YraRainbow Mandarin 彩虹汉语

但是，帕勒咨询公司资深董事罗清启向《第一财经日报(微博)》表示，索尼要在2014财年实现扭亏仍然充满挑战。手机，苹果有优势；电视，三星是劲敌；电脑，惠普(微博)、戴尔、联想都很强；数码相机，则碰到佳能、尼康的竞争。索尼致力拓展的医疗业务，西门子(微博)、三星等也在发力。“索尼需要真正的拳头产品和支柱产业。”YraRainbow Mandarin 彩虹汉语
YraRainbow Mandarin 彩虹汉语
重整创新精神YraRainbow Mandarin 彩虹汉语

自从2001年苹果推出iPod、抢去随身听的风头后，索尼似乎就一直没有再推出让人们耳目一新的产品。YraRainbow Mandarin 彩虹汉语

现已升任索尼董事长的斯金格去年曾说：“不要总和我提索尼的科技能力落后了，索尼创造了比过去还要多的产品，2011年新问世的，比如一款可以录像的望远镜、一种可以观看3D视频游戏的眼镜。”YraRainbow Mandarin 彩虹汉语

但显然，这些新产品都没有达到当年随身听、CD机那样一机“独步天下”。YraRainbow Mandarin 彩虹汉语

索尼不是没有技术实力，2007年它率先推出11英寸的OLED电视，至今仍然手握独特的OLED技术；也不是没有资源，索尼音乐是全球三大音乐公司之一，拥有1300万首音乐的版权；索尼旗下的哥伦比亚公司是全球几大影视公司之一。YraRainbow Mandarin 彩虹汉语

但是，索尼近年的战略似乎总是没有踏准时代的节拍。YraRainbow Mandarin 彩虹汉语

早在苹果iPod推出之前，索尼就拥有足够的资源来开发一款类似的产品。但是索尼的工程师抵制媒体部门。当不同部门开始合作时，索尼已经在数字音乐播放器市场错失先机。YraRainbow Mandarin 彩虹汉语

或许是太迷恋过去特丽珑电视的成功了，索尼居然在液晶面板领域“踏空”。后来，索尼在三星的液晶面板企业中参股50%，但是合资公司一直由三星运营。这反而让三星搭乘索尼品牌的顺风车，迅速壮大。当消费者知道索尼用的是三星面板，而索尼的彩电却卖更高价钱时，他们慢慢把更多的“选票”投给了三星。YraRainbow Mandarin 彩虹汉语

索尼2007年率先展出11英寸OLED电视，曾轰动一时，但金融危机、日元升值、业绩不佳及OLED尚需培育、前景不明等众多因素，使索尼暂停了OLED的投入。而三星则在OLED上孤注一掷，投入上百亿美元的研发经费。如今，三星在全球OLED面板市场中的份额已高达95%，牢牢掌握着下一代显示技术的话语权。YraRainbow Mandarin 彩虹汉语

Display Search中国区研究总监张兵认为，日本企业的技术并不输给韩企，日企输在一个“变”字上，对市场反应迟缓，对消费者的个性化需求不能迅速响应。YraRainbow Mandarin 彩虹汉语

道琼斯一篇分析文章指出，包括索尼在内的日本电子企业战略失当，他们继续制造着过去领先如今却连连亏损的产品，试图在廉价资本和制造技术方面而非通过产品创新与三星这样的新贵比拼。日本生产的全部电子产品中，77%是零部件，这些零部件常常被组装到其他公司产品中。然而，对苹果(Apple)公司的iPod、iPad和三星公司的安卓(Android)智能手机进行的成本分析表明，真正赚钱的不是零部件生产商，而是产品的研发者。日本企业在本该与苹果、英特尔和微软(Microsoft)公司博弈的时候却在与三星竞争。YraRainbow Mandarin 彩虹汉语

斯金格早已看到这一点，他将电视、游戏机和其他电子设备的生产统一交由一个四人小组管理；他刻意在这个将工程师放首位的公司里，提高软件设计师的地位。YraRainbow Mandarin 彩虹汉语

索尼内部依然有合作鸿沟，这正是索尼走向“软硬兼施、融合创新”的最大障碍，所以，平井一夫在改革方案中喊出“一个索尼”的口号。YraRainbow Mandarin 彩虹汉语

Nokia, HP, Yahoo, Sony, Panasonic ... these dazzling name was once a high-profile industry giants in recent years, almost overnight into a predicament: Hewlett-Packard recently announced the layoff of 27,000 people, the replacement of the CEO's speed is not Asia at Yahoo; Nokia's stock is included in the junk rating; Sony came large-scale layoffs; to sell stake in Alibaba.com, panting Yahoo can save themselves. Them in the end how? Mismanagement, not enough innovation, industry changes, investment losses, declining performance, troubled by many problems, these giant is facing a crisis of being marginalized in the industry.YraRainbow Mandarin 彩虹汉语
YraRainbow Mandarin 彩虹汉语
Our corporate strategy, management, layout, operations and performance of many in-depth analysis of the decline of these industry giants that have let us admire the road, hoping to give inspiration and answers.YraRainbow Mandarin 彩虹汉语
YraRainbow Mandarin 彩虹汉语
The fall of giantsYraRainbow Mandarin 彩虹汉语
YraRainbow Mandarin 彩虹汉语
Class of the Apple model can rescue SonyYraRainbow Mandarin 彩虹汉语
YraRainbow Mandarin 彩虹汉语
Wang ZhenYraRainbow Mandarin 彩虹汉语
YraRainbow Mandarin 彩虹汉语
Japanese electronics companies including Sony strategy misconduct, they continue to produce leading products but now taking losses in the past, trying to cheap capital and manufacturing technology rather than through product innovation and Samsung upstart competition]YraRainbow Mandarin 彩虹汉语
YraRainbow Mandarin 彩虹汉语
Save the Sony seems to be a marathon.YraRainbow Mandarin 彩虹汉语
YraRainbow Mandarin 彩虹汉语
April 1, 52-year-old Hirai officially succeed Howard Stringer as Sony CEO. To the podium, he said with a smile: "Now Sony to change the time, I believe we can do." Hirai hand to make the "No. 1" gesture.YraRainbow Mandarin 彩虹汉语
YraRainbow Mandarin 彩虹汉语
Operate independently in the era of electronics products, Sony dominate. In the digital age of the Internet, Sony becomes hobbled. Sony two former CEO has long been calling Sony to meet the age of the Internet; Stringer also strive to promote Sony's hardware and content integration, however, still not completely reverse the situation.YraRainbow Mandarin 彩虹汉语
YraRainbow Mandarin 彩虹汉语
Fiscal year 2011 (as at the end of March this year), Sony's sales revenue reached 6.4932 trillion yen (about $ 79.2 billion), down 9.6 percent; loss of 456.7 billion yen (about $ 5.6 billion) loss as compared to fiscal year 2010 to expand 76%. Despite a major earthquake in Japan, Thailand, floods, weak economies of Europe and the United States, and the appreciation of the yen, China and South Korea business challenges and other difficulties, but they can not cover all of Sony's problems.YraRainbow Mandarin 彩虹汉语
YraRainbow Mandarin 彩虹汉语
Four consecutive years of performance loss, Sony feeling the pressure. As the rise of Japan in the global symbol of World War II, Sony badly needs to regain their confidence.YraRainbow Mandarin 彩虹汉语
YraRainbow Mandarin 彩虹汉语
Well-organized the "prescription"YraRainbow Mandarin 彩虹汉语
YraRainbow Mandarin 彩虹汉语
April 12th, Kazuo Hirai announced the reform program: fiscal year 2012 to spend 75 billion yen the transfer of small and medium-sized LCD, chemical products and electric car battery business, and enhance digital images, games, mobile services, these three core business 2014 fiscal year will be Sony Electronics to contribute 70 percent of revenue and 85 percent of operating profits; 2014, Sony to achieve sales of 8.5 trillion yen, more than 5% of operating profit and a 10% return on net assets, including e-business sales accounted for 6 trillion yen.YraRainbow Mandarin 彩虹汉语
YraRainbow Mandarin 彩虹汉语
Kazuo Hirai, like doctors, loss, low profits, negative cash flow, lack of coordination, limited prospects for non-independent operation of the business purposes of the "removal" surgery, corresponding to lay off 10,000 people. TV business of the hardest hit, strongly allowed to change the "light": First, the sale of 50% of the shares in joint venture with Samsung's LCD panel factory; and then to improve the proportion of outsourced production of color TV sets, TV models by 40 percent this year, efforts TV business fixed costs reduced by 60%, 30% reduction in operating costs.YraRainbow Mandarin 彩虹汉语
YraRainbow Mandarin 彩虹汉语
The past ten years, Sony has been trying to adapt to the Internet era, but it still retains a large manufacturing facility, with 168,200 employees, the 2000 range of products, headphones, medical printers to Hollywood 3D film production equipment.YraRainbow Mandarin 彩虹汉语
YraRainbow Mandarin 彩虹汉语
Apple mobile phone black and white two-take-all world. Sony Ericsson mobile phones have been overwhelmed. Sony last year to spend € 1 billion joint venture, the remaining 50% of the shares bought from Ericsson in the hands, hope to catch up in a step behind in the field of smart phones.YraRainbow Mandarin 彩虹汉语
YraRainbow Mandarin 彩虹汉语
Kazuo Hirai said the company has a solid foundation to take full advantage of Sony's wide range of electronic product line, combined with a rich entertainment content assets, as well as a growing network of services, to bring global customers a new, exciting life.YraRainbow Mandarin 彩虹汉语
YraRainbow Mandarin 彩虹汉语
Although unwilling to admit that Sony will take the class apple pattern, the "carrot and stick". It is integrated R & D, design and sales of smart phones, tablet PCs and notebook computers; use of the resources of film, television, music and games to create the "Sony Entertainment Network" network service platform, the proposed introduction of new mobile products and create a new business model ; to promote the combination the PlayStation3 such as game consoles and the PlayStation Network (PSN) game content platform.YraRainbow Mandarin 彩虹汉语
YraRainbow Mandarin 彩虹汉语
Paller consulting firm senior director Luo Qingqi, however, "First Financial Daily (microblogging)," said Sony in the 2014 fiscal year losses continue to be challenging. Mobile phones, Apple has an advantage; TV, Samsung rival; Computer, Hewlett-Packard (microblogging), Dell, Lenovo, strong; digital cameras, encountered competition from Canon, Nikon. Sony is committed to expanding health care business, Siemens (microblogging), Samsung also force. "Sony needs a truly competitive products and pillar industries."YraRainbow Mandarin 彩虹汉语
YraRainbow Mandarin 彩虹汉语
Rationalize the spirit of innovationYraRainbow Mandarin 彩虹汉语
YraRainbow Mandarin 彩虹汉语
Since 2001, Apple introduced the iPod, snatched the limelight Walkman, Sony seems to have been no further introduced to allow people a fresh product.YraRainbow Mandarin 彩虹汉语
YraRainbow Mandarin 彩虹汉语
Has been promoted to Sony chairman Howard Stringer said last year: "Do not the sum of my Ti Suoni of scientific and technological capacity lags behind, Sony has created even more products than in the past, came out in 2011, such as a can video telescope , one can watch the 3D video game glasses. "YraRainbow Mandarin 彩虹汉语
YraRainbow Mandarin 彩虹汉语
Obviously, these new products have not met the players, CD players, as a machine unrivaled in the world.YraRainbow Mandarin 彩虹汉语
YraRainbow Mandarin 彩虹汉语
Sony is not without technical strength, it is the first to launch 11-inch OLED TV in 2007, still holding a unique OLED technology; is not without resources, Sony Music is one of the three global music companies, with 13 million music copyright; Sony's Columbia is one of the world's major film and television company.YraRainbow Mandarin 彩虹汉语
YraRainbow Mandarin 彩虹汉语
However, Sony's strategy in recent years, there never seems to era beat Tazhun.YraRainbow Mandarin 彩虹汉语
YraRainbow Mandarin 彩虹汉语
Before the launch of the Apple iPod, Sony has sufficient resources to develop a similar product. Sony engineers boycott of the media sector. When the different departments working together, Sony has missed opportunities in the digital music player market.YraRainbow Mandarin 彩虹汉语
YraRainbow Mandarin 彩虹汉语
Perhaps too obsessed with the past success of the Trinitron television, Sony is actually in the field of LCD panel "Ta". Later, Sony, Samsung's LCD panel companies shares 50%, but the joint venture company has been operated by Samsung. But it's ride, and Samsung take the Sony brand and growing rapidly. When consumers know that Sony is using a Samsung panel, Sony color TV to sell for a higher price, they slowly more "ballot" to vote for the Samsung.YraRainbow Mandarin 彩虹汉语
YraRainbow Mandarin 彩虹汉语
Sony in 2007, the first display 11 inches OLED TV, became a hit, but the financial crisis, the appreciation of the yen, poor performance and OLED still need to nurture the future is uncertain, and many other factors, so that Sony has suspended the investment in the OLED. Samsung OLED desperate to invest billions of dollars in R & D expenditures. Today, Samsung in the global OLED panel market share up to 95%, firmly hold the right to speak of the next-generation display technology.YraRainbow Mandarin 彩虹汉语
YraRainbow Mandarin 彩虹汉语
Display Search China research director Zhang Bing believes that Japanese companies, technology is not lost the Korean enterprises, Japanese companies lost a "change", the slow response of the market can not respond quickly to the individual needs of consumers.YraRainbow Mandarin 彩虹汉语
YraRainbow Mandarin 彩虹汉语
An analysis of articles in the Dow Jones pointed out that Japanese electronics companies including Sony, strategic misconduct, they continue to manufacture leading products but now taking losses in the past, trying to cheap capital and manufacturing technology rather than through product innovation and Samsung upstart competition. Japanese production of electronic products, 77% of spare parts, these parts are often assembled to the other company's products. However, the Apple (AAPL) iPod, the iPad and Samsung Andrews (Android) smartphone, the cost analysis showed that the real money is not a parts maker, but the product development. Japanese companies in the Apple, Intel and Microsoft (Microsoft) game to compete with Samsung.YraRainbow Mandarin 彩虹汉语
YraRainbow Mandarin 彩虹汉语
Stringer already seen this, TVs, game consoles and other electronic equipment production unified under a four-member team management; in this he deliberately engineers put first in the company, to improve the status of the software designers.YraRainbow Mandarin 彩虹汉语
YraRainbow Mandarin 彩虹汉语
Within Sony is still a gap of cooperation, this is the Sony go "carrot and stick, the integration of innovation," the biggest obstacle to Kazuo Hirai, "a Sony" slogan shouted in the reform program.YraRainbow Mandarin 彩虹汉语