CNN:三星需要再次重塑它自己
Another quarter, another set of disappointing results for Samsung. This time, net profit fell 27% from the previous year as intense competition continued to eat away at the company's smartphone business.
新季度，三星再次令人失望。由於激烈的競爭繼續吞噬着三星的智能手機市場，公司淨利潤比去年下跌了27%。
The fourth quarter results are troubling, but not unexpected. Samsung's profits have now declined for three consecutive quarters, a trend that has prompted some real soul searching at the South Korean electronics giant.
公司在四季度陷入困境，但並非毫無轉機。三星的利潤連續下滑三個季度，促使這個電子巨人重建新的企業靈魂。There were some bright spots: The company's smartphone business showed signs of stabilization, and chip sales were strong.
幾個閃光點：公司智能手機市場呈現回穩跡象，芯片銷售良好。
Yet there is no doubt: Samsung needs to reinvent itself.
然而，毫無疑問的是：三星需要重塑它自己。For years, the company relied on its smartphone division to deliver major profits. Samsung had a iron grip on major markets including China, and huge margins helped turn the firm into one of the world's largest and most recognizable tech brands.
多年來，公司一直依靠智能手機部來提供主要利潤。三星對包括中國在內的市場上實行鐵腕政策，巨大的利潤幫助它成爲世界上最大的科技品牌之一。But intense competition at both the high and low ends of the smartphone market have reversed Samsung's fortunes. The company is now ranked third in China, behind Apple (AAPL, Tech30) and Xiaomi (a company that is only five years old). Analysts hold little hope for a return to dominance.
但是，高端與低端手機市場同時進行的激烈競爭打破了三星的好運。這家公司現在在中國只排名第三，在蘋果和小米（一家只有5年曆史的公司）之後。分析師對重新掌控市場充滿悲觀。In response, Samsung is working to pare down its crowded smartphone lineup. It's also making a major move into India to capture more of the low-cost phone market.
作爲應對，三星正在削減它臃腫的智能手機部門，並大舉進軍印度爭奪更多的低端手機市場。But for a real turnaround, Samsung needs to identify its next silver bullet.
但是，爲了成功轉型，三星必須祭出更多高招。"With slowing growth and a huge revenue base, Samsung is in need of a new growth engine," Bernstein Research analyst Mark Newman wrote late last year.
伯恩斯坦研究員馬克·紐曼去年年末寫道：“緩慢的增速，巨大的收入基數，三星需要一個新的增長引擎。”Chances are, this new growth engine won't be a phone. It will be come from another sector of Samsung's sprawling business empire. Newman identified medical equipment -- where Samsung is already investing heavily -- as a promising area.
機會是：新的增長引擎不能再是手機。它將來自三星不斷蔓延的商業帝國的另一個部門。紐曼認爲醫療器材（三星正在大力投資）是一個有希望的領域。The good news for Samsung fans is that the company has transformation in its genes. Newman points to the "New Management Initiative" proposed by company leadership in 1993.
對三星粉來說，好消息是公司正在從本質上轉變。紐曼指的是，公司領導層1993年提出的“新管理辦法”。Responding to the threats of globalization and digitization, the new strategy allowed Samsung to become the company it is today. Newman argues the company needs to find "another 1993 moment."
爲應對全球化和信息化的威脅，新的戰略允許三星成爲“今天的公司”。紐曼指出公司需要發掘“另一個1993年”But that, he notes, is no easy task -- especially with the health of Chairman Lee Kun-hee in question.
但是，他又寫到，這不是一個輕鬆的工作——尤其在李健熙董事長健康狀況不佳時。
