Lex專欄索尼應(yīng)放棄糟糕業(yè)務(wù)教程文件

1、Good is good, but better carries it.精益求精，善益求善。Lex專欄索尼應(yīng)放棄糟糕業(yè)務(wù)-Lex_Sony:focusonthebadTheboywhocriedwolfsaidsomethingbadwouldhappen,anditdidnot.Sonysayssomethinggoodwillhappen,andthenitdoesnot.Itisthecompanythatcriedprofits.Thismakesithardforittoexcitethemarketby,say,raisingitstargets.Initsworstbusines

2、selectronicstheproblemisevenworse.Thecompanycandosomethingradical,andleavethemarketunmoved.SonyannouncedinFebruarythatitwouldsellitsPCunit.Thiswasunexpected,boldandwise.Themarketshrugged:thesharesreturnssincetheannouncementmatchthemarkets.嚷嚷著狼來了的男孩說有壞事發(fā)生，結(jié)果沒有。索尼(Sony)表示會有好事發(fā)生，結(jié)果也沒有。這是一家嚷嚷著會盈利的公司。這讓它

3、很難以調(diào)高盈利目標(biāo)的方式振奮市場。而在它最糟糕的業(yè)務(wù)部門電子，這個問題更嚴(yán)重。該公司可以做激進(jìn)的事，可市場仍不為所動。索尼在2月份宣布將出售個人電腦(PC)業(yè)務(wù)。這是出人意料、大膽和明智的。但市場反應(yīng)平淡：其股票回報率自宣布消息以來與大盤一致。OnMonday,though,themarketshowedalittlecredulity.SonyannouncedthatitwouldformjointventureswiththeChinasShanghaiOrientalPearlGrouptomakeandsellSonysPlayStationgameconsolesinthatcou

4、ntry.Thegamingbusinesswasunprofitablelastyear,butSonyisatechnologyleaderingamingandthemarkethasonlytworealcompetitors.WiththescaletheChinadealcanhelptobring,thebusinesscouldbequiteprofitable.Thesharesrose3percent.Ifthebusinessisright,themarketwillholdouthopesforSonyElectronics.然而本周一，市場顯示出一些被打動的跡象。索尼

5、宣布將與中國的上海東方明珠集團(tuán)(ShanghaiOrientalPearlGroup)組成合資企業(yè)，在中國生產(chǎn)并銷售索尼的PS(PlayStation)游戲機(jī)。去年游戲業(yè)務(wù)沒有盈利，但索尼在游戲領(lǐng)域是技術(shù)領(lǐng)先者，而且該市場只有兩家真正的競爭者。鑒于這筆中國交易可帶來的市場規(guī)模，該業(yè)務(wù)可能有相當(dāng)?shù)挠?。股價上漲了3%。如果該業(yè)務(wù)部門把握得當(dāng)，市場將對索尼電子重燃希望。Still,themostimportantthingistheunpopularworkofgettingoutofirredeemablybadbusinesses.Thismeanstelevisionsfirstandfor

6、emost.Atthecompanysstrategymeetinglastweek,itwasannouncedthatTVswouldbemovedintoaseparateunit.Preludetoafulldivestment?Sonydismissedtheidea,andstucktoitstargetofanearly20percentincreaseinunitsales,andareturntoprofits,forthisyear(SonybossKazuoHiraisaidonMondaythattheunitwouldbeprofitableevenifitmisse

7、ditsunittarget).Butafteradecadeoflosses,relentlessdeflationinTVpricesdespitetechnologicaladvancements,andSonyslackofscale,abetterTVbusinessshouldnotbethegoal.ThegoalshouldbenoTVbusiness.話雖如此，最重要的是退出無可救藥的壞業(yè)務(wù)這項(xiàng)不得人心的工作。這首先意味著電視業(yè)務(wù)。上周在這家公司的戰(zhàn)略會議上，它宣布將電視轉(zhuǎn)移至另一獨(dú)立部門。此舉是要全面剝離的前奏嗎？索尼否認(rèn)了這一觀點(diǎn)，并堅持今年達(dá)到其近20%的部門銷售增長目標(biāo)和恢復(fù)盈利（索尼總裁平井一夫(