Sony Corp. and Samsung Electronics Co. are trying to force retailers to rein in discounts on televisions, a tactic aimed at preserving profit margins that may also help protect chains such as Best Buy Co. and Target Corp. from cutthroat online competition.

The new policies by two of the world's largest TV makers prevent U.S. retailers from advertising or selling televisions in stores or online for less than the prices set by the manufacturers. But the manufacturers are taking a gamble if consumers resist the higher prices.

The move comes after average selling prices for flat-screen TVs have fallen for three straight years, to $545 last year from $644 in 2009 -- a 15% decline, according to the Consumer Electronics Association. TV prices are down even though consumer TV sizes are rising -- 38 inches on average in the first quarter of 2012, from 33 inches in 2007.

The sliding prices have wounded Best Buy, the world's largest electronics chain by revenue, which reported a 25% drop in earnings Tuesday hurt by declines in sales of TVs and computers.

Analysts believe the manufacturers' tougher stance on TV pricing may help shield store chains from shoppers who check out new models in stores, only to buy them for less online from Internet merchants such as Amazon.com Inc., a practice known as 'showrooming.'

Companies such as Apple Inc. have long had tough policies restricting the prices at which their products can be sold -- indeed Sony itself has used such policies to restrict discounting of camcorders and videogame consoles. And the U.S. Supreme Court has declared manufacturers have the legal right to force retailers to adhere to minimum prices at which a product can be advertised.

But companies have been reluctant to hold the line on TV pricing because they feared losing sales to rivals, especially as innovations such as 3-D failed to spur an increase in purchases.

While industry experts are skeptical the manufacturers will stick with the policies if sales sag, some retailers said a change was long overdue.

'It got to the point where we were selling $2,000 TVs and making $10,' says Billy Abt, co-president of Abt Electronics, one of the country's largest independent consumer electronics retailers. 'This allows us to make a reasonable profit.'

Target, Best Buy, Amazon and Wal-Mart Stores Inc. all declined to comment on the move by Sony and Samsung. But in an earnings call Tuesday, Mike Vitelli, Best Buy's president of U.S. operations, said an increasing number of its consumer electronics vendors have begun to implementstrict pricing policies.

Sony and Samsung confirmed that they began enforcing the new policy last month, but declined to say what they would do to merchants that didn't follow their rules. People close to the industry predicted the TV makers would cut off financing they typically provide retailers to help market new products, and possibly even stop shipping TVs to offending retailers.

The move isn't without risk. Only two of the top five TV makers are enforcing price controls, and they risk losing sales to rivals LG Electronics Inc., Panasonic Corp. and Sharp Corp. that are still willing to let retailers discount steeply.

'We don't think we should dictatepolicy between a retailer and a customer transaction,' says Jay Vandenbree, U.S. head of the LG Home Entertainment business.

The number of TVs sold to retailers and other dealers has dropped by 1.3% in the past three years, according to the Consumer Electronics Association, setting off a fierce battle among manufacturers to preserve market share.

'The set makers have been losing money for years and now they're desperate,' says Paul Gagnon, director of North American TV market research for NPD DisplaySearch. Sony, Panasonic and Sharp in recent weeks all reported record quarterly losses stemming in large part from their weak TV divisions.

Retailers haven't fared much better. After reporting lower-than-expected sales during the holiday period, Target CEO Gregg Steinhafel sent manufacturers a letter asking for their support in combating 'showrooming' by creating special products that would help it stand apart from competitors, and helping them match online rivals' prices.

Still, some analysts doubt the pricing policies will have much effect without all the big makers on board.

'The real test will be the holiday when everyone is fighting for market share,' says David Strasser of Janney Montgomery Scott. 'If Amazon breaks the policy, will the manufacturers stop shipping product or cut off marketing dollars? We'll see.'

Ann Zimmerman

• advertising [´ædvətaiziŋ]   n.广告a.广告的   (初中英语单词)
• resist [ri´zist]   v.抵抗；对抗；抵制   (初中英语单词)
• shield [ʃi:ld]   n.盾牌；防御 v.保护   (初中英语单词)
• supreme [su:´pri:m, sju:-]   a.最高的，无上的   (初中英语单词)
• reasonable [´rizənəbəl]   a.合理的；有理智的   (初中英语单词)
• comment [´kɔment]   n.&v.评论；评注；注意   (初中英语单词)
• shipping [´ʃipiŋ]   n.船运业；船舶(总数)   (初中英语单词)
• willing [´wiliŋ]   a.情愿的，乐意的   (初中英语单词)
• customer [´kʌstəmə]   n.顾客，买主，主顾   (初中英语单词)
• entertainment [,entə´teinmənt]   n.招(款)待；联欢会   (初中英语单词)
• fierce [fiəs]   a.残忍的；强烈的   (初中英语单词)
• preserve [pri´zə:v]   v.保藏 n.保藏物   (初中英语单词)
• director [di´rektə]   n.指导者；....长；导演   (初中英语单词)
• research [ri´sə:tʃ]   n.&vi.调查；探究；研究   (初中英语单词)
• holiday [´hɔlidi]   n.假日，假期，节日   (初中英语单词)
• everyone [´evriwʌn]   pron.=everybody 每人   (初中英语单词)
• gamble [´gæmbəl]   v.&n.赌博；投机；冒险   (高中英语单词)
• consumer [kən´sju:mə]   n.消费者；用户   (高中英语单词)
• revenue [´revinju:]   n.税收；收入   (高中英语单词)
• adhere [əd´hiə]   vi.粘着；忠于；坚持   (高中英语单词)
• minimum [´miniməm]   n.最小量 a.最小的   (高中英语单词)
• implement [´implimənt]   n.工具 vt.执行   (高中英语单词)
• strict [strikt]   a.严厉的；精确的   (高中英语单词)
• dictate [dik´teit]   v.口授；指示，命令   (高中英语单词)
• trying [´traiiŋ]   a.难堪的；费劲的   (英语四级单词)
• restrict [ri´strikt]   vt.限制；限定；约束   (英语四级单词)
• reluctant [ri´lʌktənt]   a.勉强的；难得到的   (英语四级单词)
• amazon [´æməzən]   n.女战士   (英语四级单词)
• policy [´pɔlisi]   n.政策；权谋；保险单   (英语四级单词)
• discount [´diskaunt]   n.&vt.(打)折扣   (英语四级单词)
• setting [´setiŋ]   n.安装；排字；布景   (英语四级单词)
• taking [´teikiŋ]   a.迷人的 n.捕获物   (英语六级单词)
• earnings [´ə:niŋz]   n.收益；报酬；获得   (英语六级单词)