| Later stage in 1990's of last century, China's developments of color TV industry experienced three stages: from in short supply to supply equals demand then to supply exceeds demand. This is not only a result that every color TV manufacturing enterprise pursues the scale effect, but also closely related to the new profit mode which was innovated by some of the big color TV distributors. Bank acceptance bill played essential function in this process. As a financial tool with double functions of settlement and financing, the bank acceptance bill strongly promoted the rapid development of the color TV industry.However, because the financing channel of the Chinese enterprises is comparatively single, it's difficult for the enterprises, especially the small and medium-sized enterprises to finance. So some big distributors used the bank acceptance bill for outside financing in violation of rules and regulations to gain excess profit through vendition of the color TV. However, this method had led to the fact that malignant price war broke out between the big distributors and induced the bankruptcy of some big distributors such as ZhengBaiWen Ltd., who was the leader of this industry during those years. Heavy costs that the price system collapsed and the market shrank were also paid by the big color TV manufacturing enterprises at the same time. But this reason is not well known until now. The purpose of writing this paper is to present this course in front of the readers truly and objectively and to carry on deep analysis of the reason of causing the result like this, the proceeds and risks of manufacturing enterprises of the color TV, of the distributors and of the banks. After this, the author reviewed and summarized these reasons, and then put forward the corresponding countermeasures, expecting to be beneficial to the bank acceptance bill's correct application of the development in future in the color TV industry.This is the meaning of this paper too. It must be pointed out that though bank acceptance bill impacted China's color TV industry seriously just in a specific period, however, if we do not review this and take precautions against it and let it be instead, the other industries will follow the same old catastrophic road.In chapter one, the author has briefly summarized the important role to the quick development of China's color TV industry played by the bank acceptance bill and also summarized the commercial bill's definition,function, transaction procedure and the basic regulations of operation of the bank acceptance bill for need of farther analysis.In chapter two of this text, the author enters into the theme of this text: The impact on the marketing mode of China's color TV industry caused by bank acceptance bill. The author carried on the exhaustive discussion from the angles of manufacturing enterprises and the color TV distributors separately, to indicate the reason why the bank acceptance bill was applied to China's color TV industry and the impact on marketing mode of color TV industry of China with case study and the work experiences accumulated for many years in this industry. In chapter three, at first the author introduced the case of ZhengBaiWen Ltd., combining the manufacturer, the distributor and the bank to indicate the aftermath when they were applying the bank acceptance bill at the same time. Then the author further analyzed the advantages and disadvantages of applying bank acceptance bill in china's color TV industry.The reasons why bank acceptance bill got into hot water in the color TV industry was summed up firstly in chapter four, and then the countermeasures against those reasons have been put forward.In the author's opinion, the application of commercial bill (includes the bank acceptance bill and the commercial acceptance bill), which is of double functions of settlement and financing, according with the objective request for the market economy with Chinese characteristics, should besupported, encouraged and standardized energetically. It shou... |
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