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十多年前,伴随着传统音响“声音原来可以更加美妙”的特点逐渐地被消费者所认同,“音箱+功放”的搭配模式在短时期内便基本上完成了对台式组合音响的市场替代,传统音响的销售也为此持续增长并达到了消费高峰期。然而,从2002年起,伴随着与音响消费关联程度极高的视频类产品在显示方式、外观等方面升级换代速度的加快,以及音响消费中讲究“轻、薄、细、小、巧”的趋势逐渐显现多种因素的影响,传统音响的销售开始一路下滑并在2005年跌到了谷底,不少厂家与经销商也处在了举步维艰的境地,咏叹调式的“一输再输”成了他们近几年的写照。但同时,他们也在思考:在城市每百户家庭中传统音响拥有量仅为20套左右的情况下,堪称在消费类电子产品中利润率最高、普及率最低的传统音响为何会首先遭遇到生存危机?为了能够更加全面地了解近几年来音响市场上的实际销售量、音响消费者的消费心理、音响市场的需求潜力以及音响产品今后的发展趋势等情况,2003年3月-2006年3月,通冠家电咨询调研组(以下简称“通冠家电咨询”)历时3年对音视频产品的市场情况及消费心理等进行了详细的调查,而调查的重点为音响市场,所获得的生产厂家、代理商、零售商、房产开发商、单位用户、个人用户、有购买意向者等的有效样本数量总计为17320个(份),并且应用“霍华德-谢思”等模式对调查的基本数据进行详细的分析。作为本次市场调查的直接参与者,下面笔者将根据本次市场调查的基本数据并且结合近几年来音视频市场上的实际情况,对近几年音视频产品的市场特点进行简略地回顾,并对今后传统音响的发展与市场趋势进行分析与展望,以供参考。
More than a decade ago, with the traditional sound “the sound can be more wonderful,” the characteristics of gradually accepted by consumers, “speaker + amplifier” with the model in the short term will basically complete the market for desktop audio mix As a result, sales of traditional audio systems continued to grow and reached the peak of consumption. However, from 2002 onwards, along with the audio products related to high levels of audio and video products in the display, appearance, etc. to speed up the upgrading and upgrading, as well as the acoustics, pay attention to “light, thin, thin, small, clever” The trend is gradually showing a variety of factors, the sales of traditional audio began to slide all the way down to the bottom in 2005, many manufacturers and distributors are also in a difficult situation, the aria “lose and lose” became them In recent years portrayal. But at the same time, they are thinking about why traditional audio, the highest-margin and lowest-penetration consumer electronics in the world, has only about 20 of the traditional stereo’s in every 100 homes in the city To the survival crisis? In order to be able to more fully understand the actual sales volume in the audio market in recent years, the consumer psychology of audio consumers, the potential demand for the audio market and the future development trend of audio products, March 2003 -2006 In March, Tongguan’s household electrical appliance consulting research group (hereinafter referred to as “Tongguan” consulting) conducted a detailed investigation on the market conditions and consumer psychology of audio and video products for three years. The investigation focused on the audio market. The total number of valid samples of manufacturers, agents, retailers, real estate developers, unit users, individual users, purchase intentions and so on totaled 17,320, and the “Howard-Hershey” model applied the basic survey Data for a detailed analysis. As a direct participant in this market survey, the author will briefly review the market features of audio and video products in recent years based on the basic data of this market survey and the actual situation in the audio and video market in recent years The future development and market trends in traditional audio analysis and forecast for reference.