Acers channel puzzle.docVIP

 PAGE \* MERGEFORMAT 10 Acer’s channel puzzle Acclimatized at their doorstep, this is a strange thing, but this is ten years plagued Acer problem. First Acer brand in the country to see the development of differences: far in the European market, Acer’s market share has reached 35%, even in the United States reached 15.6%, corresponding to, is miserable in the mainland China market 7%. look in the Chinese mainland market with the brands: Lenovo occupy the geographical local brands, has been leading naturally understandable, foreign brands accounted for Dell and HP have their own 15% of the market (HP declined slightly in 2010, Even enterprises with the China Taiwan, Asus is also among the top four. Acer with its rapid momentum in the global market, but has repeatedly beaten in the Chinese mainland market - Acer encountered in the Mainland market in the end what? Health Huainan orange orange, trifoliate orange was born in Huaibei Acer founder Stan Shih in 1976, 1987, officially named the brand “Acer”. After nearly a decade to set up factories in the world to set up joint ventures, and to branch offices throughout the market. But Acer’s international journey is not smooth sailing, During this period several times experienced a huge loss of investment fell. Acer begins a “second Reconstruction” and the use of new distribution model gradually open up the situation in the European market. New distribution model similar to the “smile curve”: the left on behalf of R amp; D center on behalf of manufacturers, representatives of the right marketing, Acer’s choice is to strengthen the left and right sides of the R amp; D and marketing, and gradually give up the manufacturing part of the production, marketing and logistics and other aspects of the outsourcing and cooperation in the form of contract manufacturers and distribution channels to the other, with the partners without any repeat business. In 2000, the new Acer, Wistron, BenQ, after splitting strategy, Ac