案例分析的话题翻译
说明：文章内容仅供预览，部分内容可能不全。下载后的文档，内容与下面显示的完全一致。下载之前请确认下面内容是否您想要的，是否完整无缺。
案例分析的话题设臵及主要材料： Person 1：刘相龙 背景介绍及设定讨论话题“Blackberry的快速崛起及衰退的主要原因” Person2: 黄兢 Key word:Push mail, Blackberry is so popular due to the core function that it can push mail. It combines software client with mobile phone, PDA and other communication terminal. Through its wireless device, the users can get access to e-mail, enterprise data, Web and voice call within the business. Besides its powerful services of mobile e-mail, general Blackberry terminal products with varied function of cell phone、wireless Internet and PDA，become the favorite of businessman 黑莓之所以如此流行，是因为它最核心的功能在于可以实现“推邮件”(push mail)，它将软件客户端结合在移动电话、PDA及其他通信终端上，用户可以通过其无线装臵来安全地访问电子邮件、企业数据、Web以及进行企业内部的语音通话。除去强大的移动电邮服务，一般的黑莓终端产品都具有移动电话、无线上网及PDA等多种功能，成为商务人士的首选。 Person3:祁博 Key word: Agenda application 同时，在黑莓手机上还可以实现个人的信息管理，如安排日程，备忘录，记事本等。所以，它更像是个具备通话功能的掌上电脑。实用加上明星效应，使得黑莓一经推出就迅速受到商务人士及中产人群的追捧。 Meanwhile, RIM develop a lot applications such as schedule、memos and notepad to help people to manage their personal digital information. So it is a lot more like a portable computer with telephone function than just a mobile phone. A lot of practical functions and star effect make blackberry phone become more and more popular in the business man and the middle class. Person4: 陆丽丽 Key word: sales channel and authorization of service platform 2000年6月，RIM不再自己租运营商服务来卖设备，而是让运营商来卖黑莓，这一举措非常成功，设备数很快从2002年的36万台增长到了2004年的230万台。2002年11月，黑莓开始对诺基亚等厂商授权其黑莓邮件平台，从此其市场发展开始一日千里。 In June 2000, RIM was no longer rented operators’ service to sell their equipments, but let operators sell blackberry. This measure was very successful, the number of equipments soon grew from 360,000 in 2002 to 2,300,000 in 2004. In November 2002, blackberry began to authorize its blackberry E-mail platform to some manufacturers, such as Nokia. From then on, its market began to develop very quickly. Person5: 杜鹃 Key word: Reliable and security 要说黑莓设备何时成名、席卷全球？那的源于“9.11”的一战成名。“9.11”期间，常规手机线路完全中断，只有专用于文字通信服务的RIM“Mobitex”网络还在运行，黑莓成为唯一的传信渠道。此后，2001年10月的炭疽病毒事件，摧残了传统邮递业，成就了黑莓电子邮件功能，2003年的全美东北地区大停电事件，以及卡特里娜飓风，黑莓一次次用稳定和安全的通讯实力证明了自己。 Since when the Blackberry have became famous? It had been derived from the 911 tragedy. During that period ,the routine mobile phone network was broken completely. Only the RIM "Mobitex" network which specially for the text communication was still running. It became the only communication channel. After then, the Anthrax incidents in October 2001 destroyed the traditional postal industry ,it also achieved the e-mail function success of Blackberry. Blackberry proved itself by its reliable and security communication ability during the Northeast blackout events in 2003 and the Hurricane Katrina again and again. 快速衰退的原因： Person6: 陈海峰 Key word: Strong competitor, Touch screen 2007年，黑莓开始走下坡路，这不得不与革命性的智能手机产品苹果iPhone问世有关，iPhone的问世使智能手机进入了触摸屏时代，这对有代表特色的物理键盘黑莓而言似乎就是没落的开始，因为黑莓对于苹果的设计理念并不认同甚至挖苦讽刺，而事实证明苹果iPhone成功了，而黑莓正在被用户抛弃。 Person7:彭冰 Key word: Slowly change and closed platform 除了来自苹果iPhone、安卓等外部竞争对手的挤压外，RIM固步自封是导致其衰退的根本原因。在随后到来的移动互联时代，RIM所强调依然是其强大的安全性和封闭性，更成为导致其衰落的重要原因，封闭给应用开发商带来了诸多不利因素，从而导致RIM在应用软件开发领域缺乏吸引力。要知道，在智能手机市场，应用丰富性是厂商成功的关键。 当苹果公司（AAPL）发布iPhone和谷歌公司（GOOG）推出其Android智能手机平台时，完全陷入措手不及之中。回应以怀疑和嘲弄。最后，在将近两年之后才开发并发布了一个无力的竞争对手，黑莓Storm。 Besides the competition of the external competitors such as Apple iPhone and Android,slowly change and closed platform is the fundamental reason of recession of RIM. In the following times of mobile internet,RIM is always emphasizing it's strong safety and closing,it is the important reason of recession.CIosing brings many adverse factors of application developers,and it leads to the lack of attraction in the field of application software's development.As all knows,the diversity of application is the key factor of the success of manufacturer in the market of intelligent mobile phone.When the Apple releases iPhone and the Google introduces Android,RIM has been taken by surprise and responds with doubt and ridicule.Finally,nearly two years later,RIM starts to develop and releases BlackBerry Storm,an unable competitor. Person8:王雅婷 Key word: Weakness leader and service crisis 联合总裁吉姆〃贝尔斯利对公司的急速下降（股票在六个月内狂跌60%）不承担责任，将一切归咎于公司智能手机投资组合的“自然老化”，并且声称公司在平板领域定位得当。一个月后，裁员2,000人，也就是员工总人数的11%。 在一次前后长达四天的使五大洲数以千万记的客户因没有电子邮件、短消息或无法浏览而陷入困境的全球性中断之后，在一次姗姗来迟但情真意切的道歉之后，找出一位危机传播高管表示黑莓的危机响应就像其产品设计，“过时，缓慢并且不受其客户的欢迎”。 Joint President Jim Balsillie, being not liable for the company's rapid decline (stock in six months fell 60%), all due to the smartphone portfolio "natural aging," and said the company in table areas positioning properly. After a month, the company axed 2000 people, that is 11% of the total number of employees. In a time for four days ,the five continents tens of millions of customers remember because there is no email, message or unable to browse, after a late but sincere apology, a crisis spread blackberry executive showed up and said the crisis response as its product design, "out of date, slow and not welcomed by their customers. Person9： Conclusion刘相龙 本文来源：https://www.wddqw.com/doc/4b325d25f22d2af90242a8956bec0975f465a4a9.html