產(chǎn)品更新快其實(shí)是廠家“計(jì)劃性淘汰”

現(xiàn)代生活中，很多產(chǎn)品的使用壽命都在縮短。就像有句話說(shuō)的，東西壞了，就換個(gè)新的，沒(méi)人愿意拿去修好了再用。

我們之所以會(huì)這樣，除了消費(fèi)理念的變化以外，其實(shí)也是廠家“計(jì)劃性淘汰”策略的結(jié)果。

Planned obsolescence or built-in obsolescence in industrial design and economics is a policy of planning or designing a product with an artificially limited useful life, so it will become obsolete, that is, unfashionable or no longer functional after a certain period of time.

工業(yè)設(shè)計(jì)和經(jīng)濟(jì)學(xué)中所謂的“計(jì)劃性淘汰”或“內(nèi)置報(bào)廢”指在設(shè)計(jì)產(chǎn)品時(shí)人為地設(shè)定使用壽命，這樣產(chǎn)品在過(guò)了一段時(shí)間以后就會(huì)過(guò)時(shí)或者不好用。

The rationale behind the strategy is to generate long-term sales volume by reducing the time between repeat purchases.

這種策略背后的理念是通過(guò)縮短重復(fù)購(gòu)買周期來(lái)促進(jìn)長(zhǎng)期銷售額。

Producers that pursue this strategy believe that the additional sales revenue it creates more than offsets the additional costs of research and development and opportunity costs of existing product line cannibalization.

采用這種策略的廠商認(rèn)為，通過(guò)這種方式產(chǎn)生的額外銷售收入能夠抵消研發(fā)成本以及現(xiàn)有產(chǎn)品線同型裝配的機(jī)會(huì)成本。

In a competitive industry, this is a risky strategy because when consumers catch on to this, they may decide to buy from competitors instead. For example, when Japanese vehicles with longer lifespans entered the American market in the 1960s and 1970s, American carmakers were forced to respond by building more durable products.

不過(guò)，在競(jìng)爭(zhēng)激烈的行業(yè)，采用這種策略也有風(fēng)險(xiǎn)。因?yàn)橄M(fèi)者明白這其中的策略之后，他們就會(huì)去買別家的產(chǎn)品。比如，上世紀(jì)六七十年代，使用壽命更長(zhǎng)的日本車進(jìn)入美國(guó)市場(chǎng)以后，美國(guó)汽車廠商就不得不造出更耐用的汽車來(lái)應(yīng)對(duì)競(jìng)爭(zhēng)。