宏_的渠道迷局管理（Channel management of the macro _ puzzle）.docVIP

宏_的渠道迷局管理（Channel management of the macro _ puzzle） Its strange to be acclimatized in front of our own door, but this has been a problem for more than ten years. First look at the macro? Differences of brand development in all: in the European market, the macro? Market share has reached 35%, even in the United States has reached 15.6%, correspondingly, in the mainland market is China poor 7%. Look at the various brands in the mainland market Chinese: local brand Lenovo has been leading the local, natural and no ground for blame foreign brand DELL, and HP each accounted for about 15% of the market (HP fell slightly in 2010), even with the China Taiwan enterprises, ASUS is also among the top four. Macro, with its rapid momentum in the global market, has repeatedly eaten in the Chinese mainland market macro - what happened in the mainland market? Orange is born in Huainan, orange, while in Huaibei it is trifoliate orange In 1976, Stan Shih founded Acer. In 1987, he officially named the brand Acer. Since then, nearly ten years, its global set up factories, set up joint ventures, and let all branches listed. But the macro? International journey is not Everything is going smoothly. experienced several huge loss of investment, which fell. Acer has since begun two reengineering and has gradually opened the market in Europe using the new distribution model. The new distribution model is similar to the Smiling Curve: on the left represents the middle represents R D, manufacturing, marketing representative right, the macro? R D and marketing choice is to strengthen both the left and right sides, gradually give up the manufacturing, production, sales and logistics links in the form of outsourcing and cooperation to OEM manufacturers and distributors. Do not repeat any thing with the manufacturers. In 2000 will be a new macro?, Wistron, BenQ strategy after the split, Acer has completely abandoned the manufacturing business?. After abandoning the production process, Acer adopte