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De Beers Case

In: English and Literature

Submitted By missingalpha
Words 1909
Pages 8
钻石既没有什么价值,数量也不稀少。事实上,钻石矿是地球上很普遍的矿产,在欧美地区,已经切割好的钻石数量比汽车还多。虽然它们非常昂贵,可是却难以像商品一样被自由交易,因为二手钻石的价格远低于原价。天然钻石反射的美丽光芒,也已可以用人造钻石取代。如果钻石没有那传统浪漫的形象,它可能一点儿都不值钱。
Diamonds are not such high in value and rare in amount. On the contrary, diamond mine are one of the common minerals. In fact, in European and American areas, there are even more cut- diamonds than vehicles. They are valuable, however, they could not be exchanged freely like other products as the prices for second-hand diamonds are far below its origin. Besides, the natural diamonds can now be replaced by rhinestones. Actually, diamond might be worthless without its traditional image of romance. 钻石市场供大于求。世界上钻石的供给量,一直都超过它的需求,按照经济学供需规律,钻石应该会跌价,变得很便宜才对。但是,戴比尔斯通过持续买进市场上多余的钻石,来维持它的高价,估计到目前为止,戴比尔斯已囤积了价值超过百亿美元的钻石了。戴比尔斯还能支撑多久,还能持续买进多少市场上的钻石,没人能回答。
In diamond market, supply always exceeds demand. According to economic rules, the price will finally drop. However, De Beers have controlled and manipulated the price by continuously purchasing the stockpiles of diamond that come from other competitors. The price of which, has amounted to more than $10 billion up till now. How long can De Beers last and how much diamonds can they buy? No one knows.
天价打造的“浪漫形象”。戴比尔斯在世界钻石市场的成功,可以说是一个近乎达到垄断的完美范例。它一方面总能刺激市场对钻石的需求,另一方面则减少钻石供给,即使在1955年通用公司(GE)研究实验室宣布发明了人造钻石后,戴比尔斯公司仍能成功维持钻石的高价完美形象。事实上,戴比尔斯公司每年花在广告上的费用多达1.6亿美元,不断传递着“Diamonds are Forever”的信息,持续钻石浪漫的传奇。
They has put much emphasis as well as financial resources on preserving the romantic image of diamonds. To be frank, De Beers spends as high as $160million in advertising every year, continuously conveying the idea of ‘Diamonds are Forever’ to us and make diamond a legend of romance. The success of De Beers in diamond industry is almost a perfect illustration for market monopoly. They stimulates the demand for diamonds on one side and decrease the supply on the other side. Even after the…...

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