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日前,从Acer宏碁电脑中国总部在海南省三亚市召开的笔记本代理商会上爆出一大新闻,97年上半年Acer笔记本销量增长幅度猛进,比去年同期增长1800％,即18倍有余,并跃居大陆笔记本市场前四名。这一重大喜讯给与会的宏碁公司员工及Acer笔记本代理经销商们以极大的鼓舞,它充分说明了品质卓越的产品最终将会赢得用户和市场。 众所周知,今年年初,宏碁兼并了美国德州仪器(TI)笔记本电脑事业部,意在争取更多的大型企业客户和提高笔记本电脑市场的占有率,这一并购行动果然奏效,四月份,在欧洲宏碁笔记本销量首次超过IBM,市场占有率位居第一。 然而大陆情况与欧洲市场毕竟不同,对此中国宏碁总部采取了积极稳妥的行销策略,即先以台式机和服务器产品问路,然后全力冲击笔记本电脑市场。由于IBM、Toshiba、Compaq等品牌的笔记本电脑产品进入大陆早,而一向是“老二主义”的宏碁电脑,此时尚属小兄弟,94年以后才姗姗来迟,知名度远不如其它品牌。因此,宏碁在取得台式机和服务器行销成功之后,对市场进行慎密的调研,根据笔记本电脑的特点,于去年改变了原有的行销策略,从而创出新的局面。
Recently, Acer Acer Computer from China headquarters in Sanya City, Hainan Province, brokered a notebook broke a big news agency, Acer notebook sales in the first half of 97 growth soared over the same period last year, an increase of 1800%, or more than 18 times, and jump Top four in the mainland notebook market. This great news to the participating Acer employees and Acer notebook agency dealers are greatly encouraged, it shows that the products of excellent quality will eventually win the users and the market. As we all know, earlier this year, Acer merged the United States Texas Instruments (TI) notebook division, intended to win more large enterprise customers and increase the notebook market share, the merger and acquisition work really effective, in April in Europe, Acer For the first time notebook sales exceeded IBM, the market share ranked first. However, after all, the situation in China is different from the European market. In this regard, China Acer headquarters has adopted an active and prudent marketing strategy of first asking desktops and server products, and then fully exerting its influence on the notebook market. As IBM, Toshiba, Compaq and other brands of notebook computers into the mainland as early as, and has always been “grandmother” Acer computer, this time is a small brother, 94 years later, the visibility is far below other brands. Therefore, Acer achieved desktop and server marketing success, the market for careful research, according to the characteristics of the laptop, last year changed the original marketing strategy, so as to create a new situation.