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<p style=""><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><img src="http://mmbiz.qpic.cn/mmbiz/bfCedyicff1UX0F2kxDGVuKibtxlbO7JaK6EnxLPFhw3YjurJ1ic0fRpaRMKgVhhfZg8l00rIeiawnfPsHFasVJuPw/0" data-ratio="0.25" data-w="400" src="http://mmbiz.qpic.cn/mmbiz/bfCedyicff1UX0F2kxDGVuKibtxlbO7JaK6EnxLPFhw3YjurJ1ic0fRpaRMKgVhhfZg8l00rIeiawnfPsHFasVJuPw/0" style="word-wrap: break-word !important; box-sizing: border-box !important; width: auto !important; visibility: visible !important;" /></span></p><p style=""><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;">西门子于<span style="">2005</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">年</span><span style="">6</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">月</span><span style="">8</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">日宣布中国台湾最大的手机厂商明基（</span><span style="">BENQ</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">）将收购该公司持续亏损的手机业务。根据协议，明基将以税前</span><span style="">3.5</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">亿欧元</span><span style="">(</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">约合</span><span style="">4.29</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">亿美元</span><span style="">)</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">的价格收购西门子手机业务，而西门子将收购明基价值</span><span style="">5000</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">万欧元（约合</span><span style="">6151</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">万美元）的新股，从而持有明基</span><span style="">2.5%</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">的股份。预计整个交易将于今年第三季度（西门子第四财季）完成。 </span></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><img data-s="300,640" src="http://mmbiz.qpic.cn/mmbiz/A1DicCH9Vl6PDfvPnLZUZgaw6sPcH6UeKqwtibia6lflIQmVCAjibdebIEOLBB23tdtfLnia1cXYmDLNUUhWMOVyKJg/0" data-ratio="0.44719101123595506" data-w="445" /></span></p><p style=""><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;">这个消息并不突然。迄今为止，西门子手机业务已经亏损了<span style="">5</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">亿欧元</span><span style="">(</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">约合</span><span style="">6.13</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">亿美元</span><span style="">)</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">，分析人士早就开始预测，西门子手机部门的前途有四种可能：出售、重组、关闭以及同其它企业合作。今天，终于有了结果。 </span></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;">我认为，现在最为紧迫的工作并不是明基如何整合西门子的手机业务，反而是西门子公司应该认真总结一下，为什么技术与质量都是第一等的西门子会失去市场？ </span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;">当人们发出质疑的时候，有人说出了这样的话：因为它赞助了中超。这并非是句玩笑话，它反映了一个问题，那就是西门子的市场策略是它失败的最主要原因。 </span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;">上世纪<span style="">90</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">年代，西门子退出了音响和电视机的生产业务，手机也就成为了该公司生产的最后一项消费产品。中国拥有全球最大的手机消费市场，西门子手机全球性的失败可以完全归咎于中国区市场运作的失败。 </span></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;">在丢掉了最后的这项个人消费产品后，西门子将完全走大型设备路线。首席执行长克劳斯<span style="">-</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">克莱因菲尔德</span><span style="">(Klaus Kleinfeld)</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">或许认为这样就会高整无忧。凭借自己优质的产品与先进的科技，占领大型设备市场自然是没有问题。不过大型设备的销售属于大客户销售，其市场运作困难程度更超过了手机推广这样子的个人消费性产品销售。在放弃手机业务后的西门子，真的会一帆风顺吗？ </span></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;">目前看来，大型设备的利润率比较高。拿医疗设备行业为例，利润率大都在<span style="">50</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">％</span><span style="">-80</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">％之间。不过这样的高额利润会随着时间推移，技术的普及而降低。 </span></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;">笔者<span style="">2004</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">年曾担任过西门子医疗系统放射产品（</span><span style="">X</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">线设备，如拍片机、</span><span style="">CT</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">等医院放射科设备）北京区域一级代理商的销售工作，冷眼看着西门子在自己引以为豪的领域</span><span style="">――</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">医疗放射领域的市场被美国通用电器公司（</span><span style="">GE</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">）一口一口吞噬掉。很多忠实的老客户，例如一向号称是西门子医疗产品的对外宣传窗口，并签署了</span><span style="">“</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">战略伙伴关系</span><span style="">”</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">的北京宣武医院也投向了通用的怀抱。 </span></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;">实话实说，通用公司的医疗放射产品无论从科技含量还是到质量都不如西门子，甚至可以说不是一个档次的。然而医院都是留着口水看着西门子的产品，却用颤抖的双手握住了通用公司或者飞利浦。在北京市场，甚至是全国的医疗设备市场，通用公司的销售额远超西门子。 </span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;">作为医疗产品代理商，笔者前公司同时代理着通用公司的心电监护产品（如心电图机，监护仪等）和西门子的放射产品。可以很客观地比较出两个超级跨国大公司非常迥异的市场策略。人比人气死人，公司之间也是这样。 </span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;">西门子公司将他们的放射产品分成了中高低档。中高档产品是由公司的直销来做，低档产品和一部分中档产品交给代理商来做。在北京市，西门子放射产品的代理商有四五家，为了避免代理商之间的冲突，每家代理商负责不同的医院。北京市共有三级甲等医院<span style="">80</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">多家，每个代理商可分到</span><span style="">20</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">多家；二级以下的医院按照行政区划分。平均每个代理商能分到两个城内区（如朝阳区、宣武区）、三个城外区（如密云、通州、怀柔）。这样的分法还是比较合理的，通用公司也是类似分法。 </span></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;">我们首先了解一下通用公司的市场规划与代理商运营的情况。 </span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><img data-s="300,640" src="http://mmbiz.qpic.cn/mmbiz/A1DicCH9Vl6PDfvPnLZUZgaw6sPcH6UeK7sM9p5ZLRicXyHUaicHmQLQzgb0rcWa2Wxquicl0TiarBFXtAA8WhC9Obg/0" data-ratio="0.3557312252964427" data-w="" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;">通用公司的每个系列产品（如心电监护系列、<span style="">B</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">超系列、放射产品系列）都配备有多名区域性销售专员。他们不同于一般的销售人员，其工作的内容除了直销产品外，还完全配合代理商的销售工作。这些销售专员经常会在代理商的公司</span><span style="">“</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">上班</span><span style="">”</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">，至少一周来两次。他们同代理商的销售人员一同跑医院，给医院讲解机器性能特点，共同开拓市场。他们还义务负责代理商销售人员的培训工作，这些培训有机器性能培训，还包括销售技巧培训。通用公司的销售专员同代理商的销售人员就好像一家人，节假日甚至都泡在一起吃饭，感情非常好。代理商销售人员就感觉背后有个强大的后盾，在他们单独联系医院的时候，可以理直气壮地说：</span><span style="">“</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">我是</span><span style="">GE</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">的。</span><span style="">” </span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">因为他们不仅销售着</span><span style="">GE</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">的设备，还在多次拜访的时候由</span><span style="">GE</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">总部的人陪同，名正言顺。 </span></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;">通用公司不定期会举行代理商的脱产培训，每次时间约为一周，叫做<span style="">“</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">分销商发展和管理培训</span><span style="">”</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">（英文简称</span><span style="">DDP</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">）。</span><span style="">DDP</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">课程有三个等级：一级培训，针对代理商的销售人员；二级培训，针对代理商的中层管理人员，如销售经理；三级培训，针对代理商高层管理者，企业老板。在培训中，通用公司除了要讲解代理商所代理的产品特色以外，更重要的还有销售能力与企业管理学内容（例如通用公司最著名的六西格玛标准），借此来帮助代理商发展壮大。虽然就读这些课程需要代理商自己掏腰包来听讲，但他们提供了一个这样的机会。使代理商与通用公司有个良好的沟通平台，代理商之间也可以很好地交流，避免不必要的地盘竞争，还可以互相帮助。 </span></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;">在通用公司，你可以在任何时间，任何地点，联系跟任何相关人员，询问任何问题。如果销售工作需要的话，可以将区域经理，甚至是总裁约时间出来共进晚餐。通用的团队建设不仅仅是自己公司内部，代理商也是公司的团队。这是他们销售胜利的关键。 </span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;">接下来，我们反过头看一下西门子公司的市场规划与代理商的运营情况。 </span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;">西门子会将自己的系列产品中的每一款单个产品设立几名产品主任，其工作内容就是负责讲解机器的性能与特点。然而笔者不清楚这孤单单的几名产品主任是怎么在全中国地区的成千上万家医院讲解的。反正是，只要不是国际性展会，通常是见不到他们的。 </span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;">西门子直销销售人员只负责自己的销售区域工作，更是神龙见首不见尾。由于区域直销人员也是比较稀少，很多大型医院想买西门子产品的都找不到他们的销售人员。举个令人震惊的例子：北京的西门子总部位于北京北郊望京地区，街道对面隔着十字路口有一家以骨科而著名的大型中医三甲医院，叫望京医院。按照中国人的想法，一般是肥水不流外人甜。自己的邻居都不重视，还有什么生意可以谈的？西门子本公司的直销人员居然两年没有光顾，更别说产品主任了，高层领导了之间的<span style="">“</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">感情培养</span><span style="">”</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">了。最后依旧是代理商厚着脸皮登门，才让院方对西门子 </span><span style="">“</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">自恋</span><span style="">”</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">的看法稍微缓和。 </span></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;">代理商经理（北方区、南方区这样分）各有一名，他的工作只是负责协调代理商之间的矛盾等政策性东西。在代理商公司那里，也许半年才会看到西门子总部的人过来。一般都是区域经理本人亲自登门。他的工作也只不过是怒斥为什么丢了单子，没有卖出去西门子产品，还要威胁取消代理权，却不考虑代理商为什么卖不出去的原因。 </span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;">在代理商这里，你拥有的只不过是你的代理权而已。对于产品本身，就连送给客户的产品介绍性资料都会拖上几个月才会给邮寄过来，办事效率之低让人开始怀疑合作伙伴是否真的是跨国大公司。新产品发布后，代理商甚至在几个月内都不清楚自己是否有销售权。 </span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;">西门子一般不会给代理商的销售人员一些技术上、销售能力上的培训。笔者曾由于<span style="">CT</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">的床高数据比较模糊而打电话咨询总部负责此产品的某产品主任，对方却以不认识你，公司有规定不方便透漏而拒绝回答。这点我比较纳闷，竞争对手如果想知道这项数据，自己都可以在展会上拿尺子量，为何要打电话咨询？况且这种参数为何要保密？如果某个医院院长打电话咨询机器尺寸，好设计使用机器房间的布局，西门子这项奇怪的规定恐怕又要失去一位客户了。这些客户都是成交额过百万的大客户，远远不是一部手机可比的。由此可以看出，德国人的工作方式比较教条，已深刻影响了中国国内的雇员。 </span></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;">再补充一点，那就是西门子的售后服务在医疗行业业内也是出了名的差劲。例如北京宣武区的博仁医院，有一台移动拍片机<span style="">“</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">热保护</span><span style="">”</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">而导致无法开机。于是找来了西门子售后人员。</span><span style="">“</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">热保护</span><span style="">”</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">属于机器在温度过高的情况下为了保护设备而停机的正常现象，等冷却后即可使用。售后人员检查后一切正常，此机器已经过了保修期，需要缴纳接近万元的上门服务</span><span style="">“</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">出诊费</span><span style="">”</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">，售后人员每人每小时三千元人民币，三个人就要九千元。院方大为恼火，而西门子的下场就是这家医院扩建后的将近三千万元的医疗设备采购全部给了通用公司。西门子总部一怒之下，拿掉了宣武区代理商的代理权，交给了其它公司。代理商此时成了西门子运营政策的替罪羊。 </span></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;">比较了通用公司与西门子公司之间的差别，我们再看看西门子手机领域的代理销售情况。除了西门子手机在全国几十人的销售队伍，公司总部又与代理商在沟通方面上断层，导致的结果是其各级代理商与国美、苏宁等这样的渠道终端都在象征性地完成配合工作。 <span style="">2003</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">年，西门子在全球做出结构调整，上海西门子将销售和市场部门并入总部在北京的西门子。但是这个变动造成了销售对接上的混乱，由于代理商与西门子总部沟通上的问题，很多代理商还误以为上海和北京两处都可以拿货。</span><span style="">2004</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">年，西门子试图通过与手机销售渠道最全面的波导公司合作以增强实力，最后结果也已失败告终。波导负责销售的一位副总经理承认，波导被西门子当成了国家代理商。 </span></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;">目前，中国的销售方式还是主要是代理销售为主。西门子内部金字塔式官僚作风明显不适应中国的这种销售方式。笔者认为，西门子应该研究一下美国通用电器的企业哲学和运营系统，依靠一种<span style="">“</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">无边界</span><span style="">”</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">的管理模式，摆脱这种官僚体制，走向灵活主动，不拘一格的道路。引用摩根大通分析师马克</span><span style="">·</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">戴维斯</span><span style="">(Mark Davies)</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">说的话：</span><span style="">“</span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体;">在这种目前情况下，任何代理商都不会对西门子有兴趣。</span><span style="">” </span></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;">西门子的成功依靠着他强大的科技研究，与生产严谨态度，这些优点在所有的德国企业中都可以反映出来。它的失败，也在于管理态度过于教条，从而导致内部混乱，与代理商之间矛盾也因此加剧，致使两者沟通不畅。真是成也西门子，败也西门子。在未来的发展中，我们试目以待。</span></p><p style=""><img data-s="300,640" src="http://mmbiz.qpic.cn/mmbiz/A1DicCH9Vl6MJIcDia8DjnxmueMtMaviaxkpPks1KuskPwT51OTbWsMDGknn9aanm7WBfRmOz9miciadnME3Sb79mYA/0" data-ratio="0.6106719367588933" data-w="" width="auto" width="auto" src="http://mmbiz.qpic.cn/mmbiz/A1DicCH9Vl6MJIcDia8DjnxmueMtMaviaxkpPks1KuskPwT51OTbWsMDGknn9aanm7WBfRmOz9miciadnME3Sb79mYA/640" style="word-wrap: break-word !important; 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color: rgb(255, 0, 0); font-weight: bold; font-size: 19px; font-family: 仿宋;">联盟推荐公众号</span></p><p style=""><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></p><p style=""><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"> 器械科</strong>:<span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; background-color: rgb(84, 141, 212);">qixieke4008228766</span></p><p style=""><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(255, 255, 255); font-weight: bold; font-family: 宋体; font-size: 15px; background-color: rgb(84, 141, 212);"><br style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;" /></span></p><p style=""><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体; font-size: 13px; line-height: 2em; text-align: justify; text-indent: 32px;"><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(15, 36, 62);"><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(62, 62, 62);"><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(192, 0, 0);"><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(62, 62, 62);"><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; line-height: 2em;"><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(15, 36, 62);"><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(62, 62, 62);"><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(192, 0, 0);"><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; text-align: center; white-space: normal;"><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(0, 176, 80);">您看此文耗时</span></strong><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(62, 62, 62); line-height: 2em;"><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><img src="http://b255.photo.store.qq.com/psb?/V13AWLGJ32XyzL/w8pY6Xeekr4WiASiPqFeI4*nEQTimG2CRlYpMNObWp0!/b/dAoWBJiBCwAA&bo=EAAkAAAAAAACABA!&rf=photoDetail" height="48" width="16px" data-ratio="2.25" data-w="16" width="16px" src="http://b255.photo.store.qq.com/psb?/V13AWLGJ32XyzL/w8pY6Xeekr4WiASiPqFeI4*nEQTimG2CRlYpMNObWp0!/b/dAoWBJiBCwAA&bo=EAAkAAAAAAACABA!&rf=photoDetail" style="border: 0px; background-attachment: scroll; background-image: none; word-wrap: break-word !important; box-sizing: border-box !important; width: 16px !important; visibility: visible !important; background-position: 0% 0%;" /> <img src="http://b255.photo.store.qq.com/psb?/V13AWLGJ32XyzL/sdgIQmdgpbv1qhfBaqQI7igWbfePRJtEopMnzVOJBGo!/b/dGOYCJj9CgAA&bo=EAAkAAAAAAACABA!&rf=photoDetail" height="48" width="16px" data-ratio="2.25" data-w="16" width="16px" src="http://b255.photo.store.qq.com/psb?/V13AWLGJ32XyzL/sdgIQmdgpbv1qhfBaqQI7igWbfePRJtEopMnzVOJBGo!/b/dGOYCJj9CgAA&bo=EAAkAAAAAAACABA!&rf=photoDetail" style="border: 0px; background-attachment: scroll; background-image: none; word-wrap: break-word !important; box-sizing: border-box !important; width: 16px !important; visibility: visible !important; background-position: 0% 0%;" />·<img src="http://b255.photo.store.qq.com/psb?/V13AWLGJ32XyzL/07UYdIzYPtLQgP1nOAPqVdialbSQvtB7tfo0sUoS.Es!/b/dAWH*5cMDAAA&bo=EAAkAAAAAAACABA!&rf=photoDetail" height="48" width="16px" data-ratio="2.25" data-w="16" width="16px" src="http://b255.photo.store.qq.com/psb?/V13AWLGJ32XyzL/07UYdIzYPtLQgP1nOAPqVdialbSQvtB7tfo0sUoS.Es!/b/dAWH*5cMDAAA&bo=EAAkAAAAAAACABA!&rf=photoDetail" style="border: 0px; background-attachment: scroll; background-image: none; word-wrap: break-word !important; box-sizing: border-box !important; width: 16px !important; visibility: visible !important; background-position: 0% 0%;" /> <img src="http://b255.photo.store.qq.com/psb?/V13AWLGJ32XyzL/aVOw.rnxsJ1hibzYki6iDKOwNRZySS.nbRjM9y2dfbM!/b/dAY2B5iICwAA&bo=EAAkAAAAAAACABA!&rf=photoDetail" height="48" width="16px" data-ratio="2.25" data-w="16" width="16px" src="http://b255.photo.store.qq.com/psb?/V13AWLGJ32XyzL/aVOw.rnxsJ1hibzYki6iDKOwNRZySS.nbRjM9y2dfbM!/b/dAY2B5iICwAA&bo=EAAkAAAAAAACABA!&rf=photoDetail" style="border: 0px; background-attachment: scroll; background-image: none; word-wrap: break-word !important; box-sizing: border-box !important; width: 16px !important; visibility: visible !important; background-position: 0% 0%;" /><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; white-space: normal;"><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(0, 176, 80);">只需</span></strong></strong></strong></span></strong></span></strong></strong></span></strong></span></strong><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(255, 0, 0);">1</span><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体; font-size: 13px; line-height: 2em; text-align: justify; text-indent: 32px;"><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(15, 36, 62);"><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(62, 62, 62);"><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(192, 0, 0);"><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(62, 62, 62);"><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; line-height: 2em;"><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(15, 36, 62);"><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(62, 62, 62);"><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(192, 0, 0);"><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(62, 62, 62); line-height: 2em;"><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: Calibri, sans-serif; color: red;"></span><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: Calibri, sans-serif; color: red;"></span><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; white-space: normal;"><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(0, 176, 80);">秒<strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(62, 62, 62); line-height: 2em; white-space: pre-wrap;"><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(15, 36, 62);"><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(62, 62, 62);"><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(192, 0, 0);"><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(62, 62, 62); line-height: 2em;"><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; white-space: normal;"><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(0, 176, 80);">转发</span></strong></strong></strong></span></strong></span></strong></span></strong></strong></strong></span></strong></span></strong></strong></span></strong></span></strong></p><p style=""><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-family: 宋体; font-size: 13px; line-height: 2em; text-align: justify; text-indent: 32px;"><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(15, 36, 62);"><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(62, 62, 62);"><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(192, 0, 0);"><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(62, 62, 62);"><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; line-height: 2em;"><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(15, 36, 62);"><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(62, 62, 62);"><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(192, 0, 0);"><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(62, 62, 62); line-height: 2em;"><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; white-space: normal;"><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(0, 176, 80);"><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(62, 62, 62); line-height: 2em; white-space: pre-wrap;"><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(15, 36, 62);"><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(62, 62, 62);"><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(192, 0, 0);"><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(62, 62, 62); line-height: 2em;"><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; white-space: normal;"><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; color: rgb(0, 176, 80);"><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><span style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important;"><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-size: 12pt; letter-spacing: 0pt; line-height: 32px; text-align: center; text-indent: 0pt; color: rgb(255, 255, 0); vertical-align: baseline; background-color: rgb(0, 0, 0);">转载</strong><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-size: 12pt; letter-spacing: 0pt; line-height: 32px; text-align: center; text-indent: 0pt; color: rgb(255, 255, 255); vertical-align: baseline; background-color: rgb(0, 0, 0);">是一种</strong><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-size: 12pt; letter-spacing: 0pt; line-height: 32px; text-align: center; text-indent: 0pt; color: rgb(255, 0, 0); vertical-align: baseline; background-color: rgb(0, 0, 0);">智慧</strong><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-size: 12pt; letter-spacing: 0pt; line-height: 32px; text-align: center; text-indent: 0pt; color: rgb(255, 255, 255); vertical-align: baseline; background-color: rgb(0, 0, 0);">，</strong><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-size: 12pt; letter-spacing: 0pt; line-height: 32px; text-align: center; text-indent: 0pt; color: rgb(0, 176, 240); vertical-align: baseline; background-color: rgb(0, 0, 0);">分享</strong><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-size: 12pt; letter-spacing: 0pt; line-height: 32px; text-align: center; text-indent: 0pt; color: rgb(255, 255, 255); vertical-align: baseline; background-color: rgb(0, 0, 0);">是一种</strong><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-size: 12pt; letter-spacing: 0pt; line-height: 32px; text-align: center; text-indent: 0pt; color: rgb(255, 192, 0); vertical-align: baseline; background-color: rgb(0, 0, 0);">美德</strong></span><strong style="max-width: 100%; word-wrap: break-word !important; box-sizing: border-box !important; font-size: 12pt; letter-spacing: 0pt; line-height: 32px; text-align: center; text-indent: 0pt; color: rgb(255, 255, 255); vertical-align: baseline;">！</strong></span></span></strong></strong></strong></span></strong></span></strong></span></strong></strong></strong></span></strong></span></strong></strong></span></strong></span></strong></p>
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发表于 2020-10-21 13:54:08