Chapter1管理知識(shí)有競(jìng)爭(zhēng)力的定價(jià)管理知識(shí)有競(jìng)爭(zhēng)力的定價(jià)兼并與收購市場(chǎng)準(zhǔn)入消費(fèi)市場(chǎng)銷售渠道優(yōu)質(zhì)品牌上市公司營銷知識(shí)工業(yè)生產(chǎn)基地品牌認(rèn)可市場(chǎng)需求銷售與服務(wù)網(wǎng)絡(luò)促銷預(yù)算專營商店?duì)I銷預(yù)算分塊市場(chǎng)控制股ManagementexpertiseCompetitivepricingMergersandacquisitionsAccesstomarketConsumermarketDistributionchannelsPremiumbrandsListedcompaniesMarketingsavvyIndustrialcomplexBrandrecognitionMarketdemandNetworksforsalesandservicePromotionbudgetSpecialtyshopMarketingbudgetMarketsegmentControllingstake"MadeinChina"lostitsnoveltylongago.Thelabelhasbecomeubiquitousinmuchoftheworld,affixedtoshoes,toys,apparelandahostofotheritemsproducedforglobalcompanies.Whatisanovelty,however,areChina-madegoodssoldunderChinesebrandnames.OnlyahandfulofChinesefirmssofarhavethemoneyandthemanagementexpertisetoestablishinternationalbrands;mostofthevastremainderarestrugglingtoattainevennationalrecognition.Butthepioneeringcompaniestestingthewatersoverseascouldbeonthethresholdofsomethingbig.“中國制造”這個(gè)標(biāo)記很久以前就不新鮮了，它貼在鞋子上、玩具上、服裝上，以及為跨國公司制造的其他商品上，世界各地到處可見。現(xiàn)在真正新鮮的是以中國品牌出售的中國制造的商品。目前中國只有為數(shù)不多的幾家公司擁有足夠的財(cái)力和管理知識(shí)來打造國際名牌；其余的絕大多數(shù)公司還在為在國內(nèi)獲得知名度而努力奮斗著。但是正在海外市場(chǎng)上試水的各大先鋒公司，很有可能把事情做大。Somebelievethatindividually,withthehelpofenterprisinglocalmanagementoreagermultinationalpartnerswantingtoaddnewproductstotheirstable,Chinesebrandscouldbecomeaglobalphenomenonwithinadecade,marketedonqualityandexoticappeal,aswellascompetitivepricing.SaysVivecaChan,HongKongbasedmanagingdirectoratGreyChina,anadvertisingagency:"Ifthere'sonecountryintheworldthathasamplepotentialfortakingbrandsglobal,it'sChina."一些人認(rèn)為，在創(chuàng)業(yè)精神飽滿的本地管理層的協(xié)助下，或者在一些想在其產(chǎn)品系列里添加新產(chǎn)品的外國公司的協(xié)助下，中國商品在極具競(jìng)爭(zhēng)力的價(jià)格的基礎(chǔ)上，若把賣點(diǎn)放在產(chǎn)品質(zhì)量和異國情調(diào)上，那末10年之內(nèi)，中國品牌將一個(gè)一個(gè)地走向全球?？偛吭谙愀鄣膹V告公司中國精信的執(zhí)行董事陳一木丹說：“如果世界上只有一個(gè)國家具備創(chuàng)立全球品牌的潛力，那么這個(gè)國家就是中國?！盜ntheshortterm,thestrongestpromiseisinChinesemedicine,herbsandspecialtyfood,aswellasgoodsthatplaytotheromanticforeignnessofChina----whetherincosmetics,fashionormusic.SaysKevinTan,generalmanagerforChinaofmarket-researchfirmTaylorNelsonSofresinShanghai:"There'sstillalotofmystiqueassociatedwithChina.Ifyou'retakingsomethinglikecosmetics,whichisimage-driven...suddenlyyou'vegotastrongplayer."AlsomakingabidtogoglobalareafewtrendsettingChinesebeverageandbeerbrands.Furtherdowntheroadthereisbrand-potentialforproductssuchashomeappliancesthatcanofferqualityatacompetitiveprice.短期之內(nèi)，中國商品最有希望打入國際市場(chǎng)的當(dāng)屬中草藥和特色食品，當(dāng)然也包括那些體現(xiàn)中國浪漫并具有異國情調(diào)的產(chǎn)品，例如化妝品、時(shí)裝和音樂作品。中國總部設(shè)在上海的泰勒·娜爾森·索福瑞市場(chǎng)調(diào)研公司的中國區(qū)總經(jīng)理凱文·譚說：“與中國相聯(lián)系的神秘色彩還有許多?；瘖y品是種靠形象推銷的產(chǎn)品，假如你要做化妝品，你會(huì)一下子就發(fā)現(xiàn)，中國化妝品來頭不小。”努力走向世界的中國品牌還有一些領(lǐng)導(dǎo)時(shí)尚潮頭的飲料和啤酒品牌，也包括家用電器等具有品牌潛力的產(chǎn)品，它們都能以競(jìng)爭(zhēng)性的價(jià)格提供高品質(zhì)的產(chǎn)品。Someofthesebrandswilleventuallygoabroadviajointventuresormergersandacquisitions.Fortheirforeignowners,thebrandswillprovidespeedieraccesstoChina'sconsumermarketanddistributionchannels,whileatthesametimeservingtocomplementtheowners'premiumbrandsinglobalmarkets.這些中國品牌中的一部分，最終將會(huì)通過合資、兼并和收購的途徑走向國際市場(chǎng)。而對(duì)于合資雙方中的外國投資者來說，這些品牌則將成為他們更快地進(jìn)入中國消費(fèi)市場(chǎng)和銷售渠道的載體，同時(shí)這些中國品牌也能進(jìn)一步充實(shí)國外投資者在國際市場(chǎng)上已經(jīng)確立的優(yōu)質(zhì)品牌的陣營。TheconceptofChinesebrandshasbeenevolvingthroughthe1990s,butisnowgettinggreaterattentionathome.Althoughthedomesticmarketisstillrobust,ahandfulofstate-ownedenterprises,orSOEs,includinglistedChinesecompanies,arenowlookingtoestablishinternationalbrandsbecausetheyreckonthequalityofboththeirproductsandtheirmanagementhasimproved.Chinesejointventuresthinktheirproductscancompeteonqualitywithforeignbrandsanywhere,whileenjoyingtheadvantageofbeingperceivedasexotic.整個(gè)20世紀(jì)90年代，“中國品牌”這個(gè)概念一直在發(fā)育著，而目前在國內(nèi)受到的重視更大了。雖然國內(nèi)市場(chǎng)依然需求旺盛，但是一批國有企業(yè)，包括一些上市公司，現(xiàn)在都認(rèn)為自己的產(chǎn)品和管理已經(jīng)有所提高，因而都在力圖樹立自己的國際品牌。在中國的合資企業(yè)認(rèn)為，他們的產(chǎn)品被國外的消費(fèi)者看作具有東方異域情調(diào)，因而具有一定的優(yōu)勢(shì)，同時(shí)在質(zhì)量上，又可以在任何地方與國外品牌展開競(jìng)爭(zhēng)。Chapter2BubbleeconomyBusinesscycleBubbleeconomyBusinesscycleProductcycleElectroniccommerceJunkbondsBluechipeconomicindicators泡沫經(jīng)濟(jì)商業(yè)周期產(chǎn)品周期電子商務(wù)垃圾債券藍(lán)籌股經(jīng)濟(jì)指標(biāo)Overall,thegoodnewsoutweighsthebad.Sofar,itlookslikelythattheU.S.economywillmanagetoskirtarecessionthisyear,ifjustbarely.Theoutrightbusthasbeenconfinedtoafewsectors,suchasInternetcompaniesandtelecom-equipmentmakers.Eventhoughtheslumpincapitalspendingsubtractedalmost2percentagepointsfromeconomicgrowthinthesecondquarterof2001,theoveralleconomystillmanagedtogrowabit.Arapidseriesofinterest-ratecutsbytheFederalReservehasbuoyedconsumerspendingandhousing,andthereislikelytobeatlestonemore.Lowerrateshaveoffsetthehittoconsumersfromthetech-induceddeclineintheirstockmarketwealth.Inshort,thenewsourcesofvolatilityhaven'tbeensevereenoughtodragtheentireeconomyintorecession.總的來看，好消息多于壞消息。到目前為止，美國經(jīng)濟(jì)看來很有可能躲過今年的蕭條，盡管很危險(xiǎn)。經(jīng)濟(jì)蕭條僅限于幾個(gè)行業(yè)，像互聯(lián)網(wǎng)公司和通訊設(shè)備制造商。雖然資本開支的急劇下滑使2001年第二季度經(jīng)濟(jì)增長減少了兩個(gè)百分點(diǎn)，但整個(gè)經(jīng)濟(jì)還是有所增長。美聯(lián)儲(chǔ)短期內(nèi)連續(xù)多次降息支持了消費(fèi)支出和住房支出。低利率抵消了由科技股引發(fā)的股票市值縮水給消費(fèi)者帶來的打擊。簡(jiǎn)言之，新的不穩(wěn)定源雖然很嚴(yán)重，但還不足以把整個(gè)經(jīng)濟(jì)拖下水，進(jìn)入蕭條。NewEconomyskepticshaveamorepessimisticviewofthefuturebecausetheyhaveagloomierreadingofthepast.Theysaymuchoftheequipmentandsoftwareboughtinthelate1990swenttowaste.AndtheyarguethatrecentdownwardrevisionsofhistoricalGDPdatasolidifytheircasethattheprofitandproductivitysurgeoftheperiodwasnotasstrongasfirstbelieved.Whenthehistorybooksarewritten,theysay,theboomwillturnouttohavebeenlargelyabubble.新經(jīng)濟(jì)的懷疑主義者對(duì)將來的看法很消沉，因?yàn)樗麄儗?duì)過去的解讀很悲觀。他們說，九十年代后期所購買的設(shè)備，大部分都浪費(fèi)了。他們認(rèn)為，國民生產(chǎn)總值的歷史數(shù)據(jù)最近的下調(diào)，證明了他們的觀點(diǎn)，即這一時(shí)期的利潤和生產(chǎn)力的高漲，并沒有開始想象的那樣強(qiáng)勁。他們說，在寫歷史書的時(shí)候，就會(huì)發(fā)現(xiàn)這一次繁榮原來是一個(gè)泡沫。Butinvestmentwillsnapback.Withmoremodernsoftwareandequipment,Americanworkerswillbeabletoproducemoregoodsandserviceswithlessefforttheverydefinitionofhigherproductivity.Evennowtheeconomycontinuestogrow,keepingthelongestexpansioninU.S.historyintact.TheNewEconomylives.It'sagoodbetthatsometimenextyear,theU.S.willonceagainenjoysustainable,noninflationary,andbriskeconomicgrowth.但投資會(huì)冷不防殺個(gè)回馬槍。有更先進(jìn)的軟件和設(shè)備，美國工人必然能夠以更小付出生產(chǎn)更多的產(chǎn)品和服務(wù)——這就是更高生產(chǎn)率的定義。就是現(xiàn)在，經(jīng)濟(jì)也沒停止增長，使得美國歷史上的最長的經(jīng)濟(jì)增長金身不破。新經(jīng)濟(jì)會(huì)存在下去。十有八九明年的某個(gè)時(shí)候，美國的經(jīng)濟(jì)會(huì)再次持續(xù)增長、繁榮、而且沒有通貨膨脹。Chapter5貿(mào)易逆差經(jīng)濟(jì)刺激貿(mào)易逆差經(jīng)濟(jì)刺激制造業(yè)部門免稅增值稅農(nóng)業(yè)補(bǔ)貼貿(mào)易自由化公平貿(mào)易TradedeficitEconomicstimulusManufacturingsectorTaxexemptionValue-addedtaxesAgriculturalsubsidiesTradeliberalizationFairtradeThecreationoftheWTOhashurtU.S.workersandindustriesinmanyways.OneoftheprincipledifferencesbetweentheWTOandtheGATT--theGeneralAgreementonTariffsandTradesthatgovernedworldtradefromtheendofWorldWarIIuntilDecember31,1994----isthattheWTOagreementcreatedanewinstitution(theWTO)withthepowertointerpretandenforcetheagreement'srules.Forexample,theWTOhasfoundonseveraloccasionsthatU.S.lawsprovidingtaxexemptionsforcertain"foreignsalescorporations"(FSCs)areillegal.Asaresult,theEuropeanUnionrecentlysoughtandreceivedauthorizationfromtheWTO(adecisionthatisunderappeal)toimpose$4billioninsanctionsonU.S.goodsbecausetheU.S.failedtochangetheselaws.ManyU.S.firms,especiallymakersofaircraftandotherhigh-valueindustrialmachineryandequipment,maintainthattheselawsareessentialtocounteracttheEU'sWTO-sanctionedrebatesofvalue-addedtaxesontheirownexports.ItishardtoexplaintoanordinarycitizenorcompanywhytheEUrebatesareallowableundertheWTO's"freetrade"ruleswhiletheU.S.systemforsubsidizingexportsisnot.FromthepointofviewofU.S.firmsandworkers,thiscasedoesnotrisetothestandardsthatwouldberequiredbyafairtradingsystem.Manyofthejobsof800000U.S.workersandthousandsofU.S.companiesinvolvedinaerospacewillbejeopardizediftheU.S.isforcedtoscrapFSCs.世貿(mào)組織的創(chuàng)立在許多方面?zhèn)α嗣绹墓と撕彤a(chǎn)業(yè)。關(guān)稅及貿(mào)易總協(xié)定從第二次世界大戰(zhàn)結(jié)束至1994年12月31日止，一直行使著支配世界貿(mào)易活動(dòng)的職責(zé)，世貿(mào)組織與關(guān)貿(mào)總協(xié)定之間的一個(gè)根本性不同是，世界貿(mào)易組織協(xié)議導(dǎo)致了一個(gè)新機(jī)構(gòu)的誕生，即世界貿(mào)易組織，它擁有解釋和實(shí)施協(xié)議規(guī)則的權(quán)利。例如，世界貿(mào)易組織幾次發(fā)現(xiàn)，向某些外國銷售公司提供免稅的美國法規(guī)是非法的。由此，歐盟最近從世界貿(mào)易組織獲得授權(quán)（正被起訴的一項(xiàng)決定），對(duì)美國產(chǎn)品實(shí)施40億美元的制裁，理由是美國沒有改變這些法規(guī)。許多美國企業(yè)，尤其是飛機(jī)和其他高價(jià)值工業(yè)的機(jī)械和設(shè)備制造商堅(jiān)持認(rèn)為，這些法規(guī)對(duì)于抵制歐盟實(shí)施的經(jīng)WTO批準(zhǔn)的出口增值稅退稅來說是必要的。為什么歐盟退稅在WTO的自由貿(mào)易原則下是容許的，而美國補(bǔ)貼出口的制度卻不容許，這一點(diǎn)很難向普通大眾或公司解釋。從美國企業(yè)和工人的觀點(diǎn)來看，這一案件不符合公平貿(mào)易體系的標(biāo)準(zhǔn)。如果美國被迫丟棄海外銷售公司的話，80萬美國工人中的許多就業(yè)以及與航空業(yè)相關(guān)的成千上萬的美國公司就會(huì)受到損害。Chapter7原告政府被告政府原告政府被告政府貿(mào)易賠償貿(mào)易報(bào)復(fù)國際法庭貿(mào)易制裁貿(mào)易互惠爭(zhēng)端解決機(jī)制ComplaininggovernmentDefendantgovernmentTradecompensationTraderetaliationInternationaltribunalTradesanctionTradereciprocityDisputesettlementmechanismThepositivefeaturesoftheWTOdisputeprocessareworthnoting.First,thedisputesettlementsystemhascompulsoryjurisdictionthatisnotcontestable.Second,decisionsarefairlyrapidincomparisontonationalcourtorinternationaltribunaltimetables.Third,judgmentsbythepanelorAppellateBodyarepublishedimmediatelyontheWTOwebsite.Fourth,panelscandrawinscientificexpertiseandhavedonesoinmostofthecasesinvolvingtheenvironmentorpublichealth.Fifth,theexperimentoftheAppellateBodyhasbeensuccessful;theAppellateBodyhascorrectedseveralpaneldecisionsthatwereclearlyerroneous.Sixth,thepanelsandtheAppellateBodyhavebeensensitivetotheneedtointerprettheWTOagreementswithinthecontextofpublicinternationallaw.Onecandisputewhethertheyhavegonetoofarornotfarenough,buthardlyanyonewouldclaimtodaythattheWTOoughttobeaself-containedsystemoflaw.WTO爭(zhēng)端解決程序的優(yōu)點(diǎn)值得一提。首先，爭(zhēng)端解決體系具有無可辯駁的強(qiáng)制性權(quán)力。第二，與國內(nèi)法庭或仲裁庭的時(shí)間表相比，判決速度相當(dāng)快。第三，專家小組或上訴受理機(jī)構(gòu)的裁決，會(huì)在WTO網(wǎng)站上立即公布。第四，專家小組能吸收專家意見，而且在大多數(shù)有關(guān)環(huán)境或公共衛(wèi)生的案件中都是這樣做的。第五，上訴受理機(jī)構(gòu)的試驗(yàn)是成功的；該機(jī)構(gòu)已幾次糾正了專家小組裁決中的明顯錯(cuò)誤。第六，專家小組和上訴受理機(jī)構(gòu)具有一種意識(shí)，即有必要在國際公法的范圍內(nèi)詮釋W(xué)TO協(xié)議。人們可以質(zhì)疑他們對(duì)WTO的詮釋程度，但幾乎沒有人聲稱WTO本身應(yīng)該是個(gè)獨(dú)立的法律體系。Onecanalsolistsomenegativefeatures.First,theadjudicationproceedsinclosedsessionswithnoopportunityforthepublictoobserve.Second,althoughtheAppellateBodyhascreatedsomespaceforthefilingofamicuscuriaebriefs,innoinstancesofarhasapanelortheAppellateBodyacknowledgedtakingabriefintoaccountthatwassubmittedindependentlyofagovernment'ssubmission.Third,theAppellateBodyhasattimesseemedarrogantinthewayittreatedpanelfindings.Fourth,althoughtheAppellateBodyhasbeenwillingtocorrectsomeofitsownmistakesinsubsequentdecisions,ithasnotacknowledgedthechanges.WTO爭(zhēng)端解決機(jī)制也有一些缺點(diǎn)。首先，判決是在非公開的庭審會(huì)上進(jìn)行的，公眾沒有觀察的機(jī)會(huì)。第二，盡管上訴受理機(jī)構(gòu)對(duì)法庭之友的陳述留有歸檔余地，但迄今為止專家小組或上訴受理機(jī)構(gòu)還從未承認(rèn)他們?cè)紤]過政府以外提交的任何陳辭。第三，上訴受理機(jī)構(gòu)在處理專家小組的裁決結(jié)果時(shí)，有時(shí)似乎有些傲慢。第四，在后來的裁決中，上訴受理機(jī)構(gòu)盡管愿意糾正前面犯過的錯(cuò)誤，但對(duì)此從未承認(rèn)過。Chapter9ManagingdirectorFinancialinstrumentManagingdirectorFinancialinstrumentPortfoliocompanyIndustryconsolidationManagementbuyoutBalancesheetStockmarketReturnoninvestmentCashflowVenturecapitalSiliconValleyOpticsValley常務(wù)董事金融票據(jù)證劵投資公司產(chǎn)業(yè)聯(lián)合產(chǎn)權(quán)買斷資產(chǎn)負(fù)債表股票市場(chǎng)投資回報(bào)現(xiàn)金流動(dòng)風(fēng)險(xiǎn)資本硅谷光谷OverthelastthreetofouryearsagrowingnumberofAmericanventurecapitalandprivateequityfirmshavesetupshopinEuropeandbillionsofdollarshavebeenraisedforventurecapitalfunds.Withtheirhomemarketalreadymatureandwellexploitedtheylookedtoexpandtonewpastures.Advancedresearchinareassuchastelecommunicationsandbiotechnology,environmentsthatareincreasinglyfavorabletoprivateequityaswellasthesuccessofnewmarketssuchastheNeuerMarktandtechMARK,areallfactorsthatencouragedtheAmericanstotakeacloselookattheEuropeanmarket.Overthelastfiveyears,therehasbeenatransformationofEurope'sbusinessandcorporateenvironmentinwhichprivateequityfirmshaveemergedassourcesofnewinvestment,higheremploymentandvaluecreation.Inparticular,Europe'sbusinesscommunityincreasinglyunderstandsandappreciatestherolethatprivateequityinvestmenthasplayedinreshapingAmericanbusinessoverthepast20years.在過去的三、四年里，愈來愈多的美國風(fēng)險(xiǎn)投資公司和私募股權(quán)投資公司在歐洲設(shè)立辦事處，并籌集了數(shù)十億美元的風(fēng)險(xiǎn)資金。隨著美國國內(nèi)市場(chǎng)的飽和和充分開發(fā)，他們期望開拓新的市場(chǎng)。對(duì)電信及生物技術(shù)的領(lǐng)先研究、對(duì)私募股權(quán)不斷有利的環(huán)境，以及諸如法蘭克福證交所新市場(chǎng)和倫敦證交所技術(shù)板市場(chǎng)的成功，所有這些都使得美國人對(duì)歐洲市場(chǎng)刮目相看。在過去五年里，歐洲的商業(yè)及企業(yè)環(huán)境也發(fā)生了可觀的變化：私募股權(quán)投資公司已經(jīng)成為新的投資來源，它的出現(xiàn)提高了就業(yè)率，同時(shí)也創(chuàng)造了新的價(jià)值。尤其在過去二十年中，歐洲工商界越來越認(rèn)識(shí)到私募股權(quán)投資公司在美國企業(yè)改造中所發(fā)揮的作用，并對(duì)其大加贊賞。AlthoughtheAmericansdonoteasilyadmitit,whentheyarrivedinEuropetheypresumedtobeabletoeasilycapitalizeontheexpertisetheyhadaccumulatedovertheyearsathomeandtoimporttheUS,nottosaySiliconValley,modelofinvesting.AtthattimesomeindustryexpertscomparedthearrivalinEuropeofUSventurecapitalandprivateequityfirmsto"thedecimationofUKbanksinthe1990s,wheninternationalinvestmentbankswereatfirstdismissedbytheircompetitors".ButtherealityofputtingUSventureinvestingintopracticehasprovedtoberatherdifferent.Thestrongstockmarketofthelate1990sandthesubsequentfallmadeassessingpotentialinvestmentsrathercomplicated,whilecultural,politicalandinstitutionaldifferencesmademarketpenetrationmoredifficultthanoriginallyexpected.美國風(fēng)險(xiǎn)投資商今天并不愿輕易承認(rèn)，他們當(dāng)年初到歐洲的時(shí)候，自以為可以輕松利用國內(nèi)積累的多年專業(yè)經(jīng)驗(yàn)，將美式的、且不說硅谷的投資模式引進(jìn)歐洲。那時(shí)一些業(yè)內(nèi)專家把美國風(fēng)險(xiǎn)和私募股權(quán)投資公司登陸歐洲之舉，比作九十年代國際投資銀行最初遭受英國銀行的輕視而后擊敗競(jìng)爭(zhēng)對(duì)手的歷史。然而在歐洲實(shí)施美國風(fēng)險(xiǎn)投資方式的現(xiàn)實(shí)情況決非昔日。九十年代末的強(qiáng)勁股市和隨后的下跌，造成了評(píng)估潛在投資項(xiàng)目的工作異常復(fù)雜；而歐洲各國在政治、文化和機(jī)構(gòu)上的差異又使市場(chǎng)滲透比預(yù)期的更為艱難。Chapter11文化霸權(quán)國際貨幣基金組織文化霸權(quán)國際貨幣基金組織一體化市場(chǎng)數(shù)字鴻溝市場(chǎng)資本總額技術(shù)發(fā)展收入差距全球化指數(shù)CulturalhegemonyInternationalMonetaryFundIntegratedmarketDigitaldivideMarketcapitalizationTechnologicaladvancesIncomedisparityGlobalizationindexTheexpansionofinformationtechnologiesaddstoglobalizationinwaysotherthanfacilitatingcommunication.SomenationsfearthattheInternetisanenginedrivingU.S.culturalhegemony.OthersseetheInternetasacatalystforcreatingglobalculturalcommunities,fromMoroccansportsenthusiastsrootingfortheirfavoriteCanadianicehockeyteamtoantiglobalizationprotestersmobilizingagainsttheWorldTradeOrganizationandtheInternationalMonetaryFund.TheInternetisalsoanunprecedentedmeansfordisseminatingideologytoaglobalaudience,whetheritispro-democracyactivistsinSerbiareroutingdissidentradiobroadcaststotheWorldWideWeborChechenrebelsmaintainingtheirownonlinenewsservice.除有助于通信外，信息技術(shù)的發(fā)展在其他方面也促進(jìn)了全球化。一些國家害怕互聯(lián)網(wǎng)是美國推動(dòng)其文化霸權(quán)的引擎。還有一些國家把互聯(lián)網(wǎng)視為創(chuàng)建全球文化社區(qū)的催化劑，從摩洛哥體育運(yùn)動(dòng)的狂熱者們對(duì)他們最喜愛的加拿大冰球隊(duì)的支持活動(dòng)到反對(duì)全球化的抗議者們發(fā)動(dòng)對(duì)世界貿(mào)易組織和國際貨幣基金組織的示威活動(dòng)都說明這一看法?；ヂ?lián)網(wǎng)也是一種向全球人民傳播意識(shí)形態(tài)的前所未有的方式，不論是塞爾維亞親民主的激進(jìn)分子將不同政見的無線電廣播轉(zhuǎn)移到可覆蓋全世界的萬維網(wǎng)上，還是車臣的叛逆者維護(hù)他們自己的網(wǎng)上新聞服務(wù)都反映了這一點(diǎn)。Whydoesglobalizationremainsluggishevenasindicatorsoftechnologicalintegration--thenumberofInternethosts,onlineusers,andsecureservers–continuetogrowexponentially?Thedatafromourbroadspectrumofdevelopedanddevelopingmarketssuggestthatglobaleconomicintegrationhaswounddowntosomethingofacrawl.Thedropintotaltradetoandfromthe50countriessurveyedweighsparticularlyheavyinthisslowdown.ThechiefculpritwastheseriesoffinancialcrisesthatrippledthroughSoutheastAsia,LatinAmerica,andRussiainthelate1990s.Stronggrowthinportfolioinvestmentsandforeigndirectinvestmenthelpedtomoderatethesedeclines,andthevalueofworldtradehasreboundedsince1999.Asaresult,weseeasituationinwhicheconomicglobalizationslowedevenastechnologicalglobalizationcontinuedatarapidclip.為什么技術(shù)一體化指標(biāo)，如:互聯(lián)網(wǎng)主機(jī)數(shù)量，上網(wǎng)用戶和安全服務(wù)器呈指數(shù)級(jí)增長，而全球化進(jìn)程卻變緩了呢?來自眾多發(fā)達(dá)國家和發(fā)展中國家市場(chǎng)的數(shù)據(jù)表明全球經(jīng)濟(jì)一體化已經(jīng)緩慢到爬行的程度了。被調(diào)查的50個(gè)國家的進(jìn)出口貿(mào)易總額下跌對(duì)全球經(jīng)濟(jì)一體化放緩有重大影響，罪魁禍?zhǔn)资?0年代后期波及整個(gè)東亞，拉美，和俄羅斯的一系列金融危機(jī)。有價(jià)證券的投資和外國直接投資的強(qiáng)勁增長緩解了這些下滑的趨勢(shì)，且自1999年來，世界貿(mào)易額已經(jīng)反彈。這就是為什么我們看到這樣一種形勢(shì)即技術(shù)全球化在持續(xù)快速發(fā)展，而經(jīng)濟(jì)全球化卻放緩了。Chapter12SupplychainStockturnoverSupplychainStockturnoverRetailchainTransactionvolumeEconomiesofscaleProductattributesLeadtimeJust-in-timeproduction供應(yīng)鏈庫存周轉(zhuǎn)率零售連鎖店交易量規(guī)模經(jīng)濟(jì)產(chǎn)品屬性交付周期無庫存生產(chǎn)Today,theInternetandB2Bcommercearefuellingasecondsupplychainrevolution.Theseedsofthisrevolutionweresowninthe1990s,the"goldenage"ofsupplychainmanagement.Duringthisperiod,companiesexperimentedwithnovelsupplychainstrategies.Forexample,companiescreatedfinishedproductsascloseaspossibletothepointofcustomerdemand.Thesuccessofthesestrategieswasbasedontheintroductionofmechanismsthatreduceduncertaintyandnon-productivedelays,enabledinformationtobesharedandcoordinateddecision-makingthroughoutthesupplychain.今天，互聯(lián)網(wǎng)和企業(yè)對(duì)企業(yè)（B2B）的電子商務(wù)正在推進(jìn)著第二次供應(yīng)鏈革命，這次革命的種子是20世紀(jì)90年代種下的，其時(shí)正值供應(yīng)鏈管理的黃金年代。在此期間，企業(yè)嘗試著各種新型的供應(yīng)鏈策略，例如，它們?cè)诒M可能靠近消費(fèi)者的地方生產(chǎn)制成品，這種策略的成功基于新機(jī)制的引進(jìn)，這些機(jī)制可以減少不確定性和非生產(chǎn)性的延誤，可以實(shí)現(xiàn)信息的共享，并在整個(gè)供應(yīng)鏈上實(shí)現(xiàn)協(xié)調(diào)決策。Consideranidealsituationinwhichinformation,materialflow,productattributesanddecision-makingrealizethefullpotentialofe-commercetechnologies.Informationflowsinthisidealworldwillbeaccurate,richandinstantaneous.Information,moreover,willbebasedonallsupplychaintransactions(retailtorawmaterial)andwillbevisiblethroughoutthechain.TheInternetwillreducesearchcoststoaminimum.設(shè)想在一種理想的狀態(tài)下，信息、原料流、產(chǎn)品特性、決策制定能夠使電子商務(wù)技術(shù)的潛力發(fā)揮到極致，在這種狀態(tài)下，信息流將是準(zhǔn)確、豐富、實(shí)時(shí)的，另外，信息將是基于所有供應(yīng)鏈交易（從零售到原材料）并且在整個(gè)鏈上都是可見的?；ヂ?lián)網(wǎng)將搜索成本降到最小限度。在準(zhǔn)時(shí)運(yùn)輸系統(tǒng)的控制下商品將直接從供應(yīng)商流向最終消費(fèi)者，在此環(huán)境中，改換供應(yīng)商的成本是零，產(chǎn)品也將變?yōu)槎ㄖ疲ǜ涌蛻艋?，公司或許還能通過采用自動(dòng)化柔性生產(chǎn)流程在生產(chǎn)中發(fā)展規(guī)模經(jīng)濟(jì)。WhatarethelessonswecanlearnfromthePCindustry?Firs