New thinking- consumer sovereignty under the rules of marketing.doc

 PAGE \* MERGEFORMAT 4 New thinking: consumer sovereignty under the rules of marketing August 2011, the world’s oldest technology companies - Hewlett-Packard announced a surprising U.S. decision: to take first in the world out of its PC business, and give up the fledgling smart phones, tablet PCs and WebOS operating system and other new business, and Meanwhile, the acquisition of a leading UK software company. The news is very sudden in April .2010, HP has experienced more than a month tug of war, the final offer of $ 1.2 billion purchase WebOS system. It was hoped that this classic platform renewed glory in the hands of HP, so HP like apples to stand in the forefront of the mobile Internet, but this year, HP announced a series of tablet PCs and smart phones lost. After a few months, HP decided to decided to withdraw from PC, mobile phones, tablet PCs and other hardware products manufacturing business, their business focus to higher-margin software and services business. News, HP shares fell 20% of people commented that HP’s move is desperate to surrender to the Apple, a recognition of the Apple invincible position in the market. Furthermore, the share of the global PC market, HP’s share of 18.5%, ranked first in the world, though less profitable, but still profitable, which is spending a huge price, market position was earned, why give up? From the performance point of view, HP’s approach seems messy hands and feet, but in fact, and IBM to sell PC business six years ago as a last resort has its place and it shows a message behind it: In this era of consumer sovereignty reverted, even with the ringing of the gold standard, even if it occupies the position of the world can not all wishes come true, do whatever they want, consumers call the shots have to obey the rules of the game. Imagination of consumer sovereignty Since the inception of economics, consumer sovereignty is a core principle in accordance with the description of this principle, the con