宏碁雙屏搶灘新百腦匯
1、Acer宏碁中國區(qū)戰(zhàn)略方向
What is the strategic directions Acer has over China?
遵循穩(wěn)健的本土化發(fā)展戰(zhàn)略，堅持“到市場中去”的策略。在新的宏碁中國架構下,原宏碁方正PC品牌事業(yè)部被取消，Acer將整合多品牌戰(zhàn)略到兩個專注的業(yè)務領域，一方面瞄準消費市場及中小企業(yè)市場，另一方面鎖定大企業(yè)客戶，以確保以最有效方式進入各市場。
Follow steady localization development strategy and attach to the "go to market" strategy. With new structure of Acer China, the original Founder and Acer brand PC division was dismissed, Acer will integrate multi-brand strategy to focus on two business areas, while one is targeting on the consumer market and the SMB market, another is to focus on large enterprises, therefore, ensure customers the most effective way to enter the market.
2、Acer宏碁對平板電腦與PC產(chǎn)業(yè)的判斷
What opinion or judgment Acer has over tablet and PC industry?
平板電腦是PC和智能手機之間的過渡產(chǎn)品，不可能取代PC的地位。在兩者關系上，傳統(tǒng)PC屬于內(nèi)容的創(chuàng)造者，而平板電腦則是內(nèi)容的消費者。Gartner數(shù)據(jù)顯示，2011年PC市場將繼續(xù)保持增長，增長率10.5％。但是平板有更令人印象深刻的增長，我們非常看好這個市場。
（Gartner最新數(shù)據(jù)， 2010年全球平板電腦銷售量只有1760萬臺，2011年全球平板電腦銷售量將達到7000萬臺，2012年銷售量將達到1.08億臺。）
Tablet is a transitional product between PC and the smart phone, can not replace the PC position. The relationship between the two, the traditional PC is the creator of the content, while the tablet is the content consumers. Gartner data shows that in 2011 PC market will continue to grow with the growth rate of 10.5%. But tablet has more impressive growth, we are very optimistic about the market.
(Gartner latest data, tablet sales worldwide in 2010 only reached 17.6 million units, tablet sales worldwide in 2011 will reach 70 million units, 108 units in 2012.)
3、方正事業(yè)單位的人員調(diào)整對宏碁的影響和意義
What are the impacts and meaning toward Acer when confronting Founder’s HR adjustment?
新的組織構架是：兩個主要的事業(yè)單位,其中一個是消費暨中小企業(yè)事業(yè)單位,另一個為大客戶事業(yè)單位。這種調(diào)整將使Acer組織結構更加高效，更加適應市場需求的變化，更適合本土化的競爭，并做出更快的市場反應。
The new organizational structure composed by the two main institutions, one is for consumer and SME institutions, another institution is for large clients. This adjustment will make more efficient organizational structure for Acer, more adaptable to changes in market demand, more suitable for local competition, and make faster market response.
About Iconica Tab Brand Level:
1、Acer宏碁是首批采用Android3.0系統(tǒng)的廠家，具有先發(fā)優(yōu)勢。
Acer is among the first makers of Android3.0-based tablet and enjoys the first-mover advantage.
2、目標：20%的市場份額。
Target: 20% of market share
3、Acer宏碁在平板電腦市場定位
What is Acer Tablet’s positioning in the market?
Acer的平板電腦追求最主流、最新的功能，以最可靠的硬件與服務，滿足主流市場人群的需要。Acer對產(chǎn)品的追求是adorable和affordable，平板追求技術最新、功能最強大，同時價位能夠滿足最主流市場需求。
Acer Tablet pursuit the most mainstream, the latest features, the most reliable hardware and services to meet the needs of mainstream crowd. Acer products are adorable and the pursuit of affordable, tablet pursuit of the latest technology, the most powerful function with a satisfied price to meet the market demand.
4、Acer宏碁在平板電腦市場的競爭優(yōu)勢
What are the advantages for Acer tablet?
產(chǎn)品優(yōu)勢：一步到位，最先采用Google最新開發(fā)的Android 3.0系統(tǒng)，在平板電腦市場上，Acer是市場領跑者角色。
Product Advantage:
One shot move, the first to use the latest Google Android 3.0 system, Acer play the market leader role in tablet market,.
產(chǎn)業(yè)優(yōu)勢：得益于高效的組織架構和迅捷的市場反應能力，與產(chǎn)業(yè)鏈上下游都有著緊密的合作關系，Acer能夠第一時間實現(xiàn)創(chuàng)新產(chǎn)品快速的主流化應用。
Industrial advantages: Due to its effective structure and fast market response, and a close relationship with its partners in the industry chain, Acer can turn innovated products into the mainstream product in the first time.
About A500 :
1、Positioning: 內(nèi)容消費,娛樂和消費的全新體驗
Content consuming, new experience of entertainment and consumption
2、Key message:
?Android 3.0
?Connectivity
?Entertainment
Acer平板重點面向六大主流人群，包括網(wǎng)絡社交人群、網(wǎng)上沖浪者、游戲迷、商務精英、影音愛好者和戶外驢友等，涵蓋生活和工作體驗的各個場景.
Acer tablet focus on six groups of mainstream users: social netizens, web surfers, game fans, business elites, video fans and travelers，which almost cover every scene of life and work.
Session I Q&A（? Financial Media）
策略方向 About strategy
1.蘭奇離職后，宏碁的發(fā)展方向如何調(diào)整？宏碁中國區(qū)的戰(zhàn)略方向是什么？
After Acer former CEO Lanci resigned, how is Acer going to change its direction? What is Acer China’s strategy direction? （《第一財經(jīng)日報》王如晨：China Business News Wang Ruchen）
A.Acer集團的發(fā)展戰(zhàn)略，是由董事局共同研究決定的，蘭奇的離職，董事會成員沒有改變，不會影響宏碁的戰(zhàn)略發(fā)展方向。/Acer Group’s strategy of direction has been decided by the board, and Lanci’s resignation will not affect the direction of the strategy since the board has not been changed.
B.不會對Acer中國區(qū)的運營產(chǎn)生任何影響，宏碁中國將繼續(xù)遵循其穩(wěn)健的本土化發(fā)展戰(zhàn)略，包括將方正PC業(yè)務整合于多品牌、“到市場中去”的策略之中。Acer將整合其多品牌戰(zhàn)略(Acer、Gateway、Parkard Bell、eMachines及方正電腦)到兩個專注的業(yè)務領域. / The change does not affect current operations. Acer Group China will continue its stable, localized strategy, including the integration of Founder PC business into a coordinated Multiband Go-to-Market approach. Acer Group China will bundle its Multi-brand business (Acer, Gateway, Parkard Bell, eMachines and Founder) into two dedicated business units.
C.今年，我們將積極推進平板市場，在中國的目標是實現(xiàn)非蘋果市場20%的市場份額。鑒于PC市場穩(wěn)定持續(xù)增長的勢頭和Acer的優(yōu)勢，我們將保持在PC市場的領先地位。/
In 2011, we are actively promoting tablet PC products, with the target of non-Apple market share of 20%. Regarding the upward trend of PC market and Acer’s strength, we are going to maintain the leading position in the PC market.
2.有評論稱，隨著平板和智能手機的崛起，PC已經(jīng)開始沒落，您認為平板會對現(xiàn)有的PC市場產(chǎn)生沖擊嗎？宏碁如何應對？
Some critics say, with the rise of tablet PC and smart phones, PC business has begun to decline. What do you think about the competition between PC and tablet PC? How is Acer going to face this competition? （《經(jīng)濟觀察報》劉丹：Economic Observer Liu Dan）
【相關問題1】
宏碁在移動互聯(lián)時代的策略，是否會像惠普、戴爾、聯(lián)想等主要PC廠商那樣轉型？ [Related question1]How do you view the end of PC era? How do you see the transformation of PC makers, like HP, Dell and Lenovo toward mobile Internet?
【相關問題2】
平板電腦是否會沖擊現(xiàn)有的上網(wǎng)本市場？
[Related question2] Will tablet PC give a blow to the current netbook PC market?
A.傳統(tǒng)PC更偏向于大型娛樂，屬于內(nèi)容的創(chuàng)造者，平板電腦則是重在交流互動，是內(nèi)容的消費者。實際上，平板電腦影響的更多是電子書、MP4等在PC和手機中間的產(chǎn)品形態(tài)。/PC tends to offer large scale entertainment as the creator of content, while the tablet PC is the consumer of content, more focused on interaction. In fact, the in-between products of PC and smart phone, such as e-book reader and MP4, are being affected more by Tablet PC.
B.未來5年PC的市場還會穩(wěn)步增長。但是平板有更令人印象深刻的增長，我們非?？春眠@個市場。（根據(jù)市場研究公司Gartner3月份的預測，今年全球PC出貨量達到3.878億臺電腦，年增長率仍達到10.5%。同樣是Gartner的數(shù)據(jù)，2010年全球平板電腦出貨量達到1560萬臺,預計2011年的這一出貨量將達到5730萬臺。） /PC market will grow in the next 5 years, but tablet PC grows more impressively, which we are very keen on it. (According to forecasts of market research firm Gartner in March, global PC shipments in 2011 will reach 387.8 million units, with an annual growth rate of 10.5%. Also from Gartner, global tablet PC shipments in 2010 reached 15.6 million units, the number is expected reach 57.3 million units in 2011.)
3.宏碁在平板電腦的布局是否太晚？宏碁從什么時候開始籌備平板電腦業(yè)務的？平板電腦業(yè)務對宏碁的發(fā)展有何意義？
Has Acer been too late in tablet PC setup? When did Acer start the layout of tablet PC? What is the significance of tablet PC business to Acer? (《時代周報》記者王剛：Time Weekly Wang Gang)
A.宏碁一直有平板電腦的技術儲備，一直在關注怎么樣的平板體驗對消費者來說是最好的。我們在2010年紐約就發(fā)布了A500，是第一時間將Android轉化為主流應用的. /Acer has technology reserves for long, and we are always learning how to improve the tablet PC experience for consumers. We launched A500 in New York in 2010, becoming the leading vendor to turn Android into mainstream app. We are always keen on “bringing the latest technology to everyone”.
B.2002年，全球首款雙用筆記型平板電腦 /（Not sure）In 2002, Acer founder Stan Shih displayed the world’s first dual-use notebook-style tablet PC
C在行業(yè)里，宏碁一直以高效率著稱，在將整合軟硬件廠商，打造“移動互聯(lián)終端”戰(zhàn)略部署。從具體產(chǎn)品層面來，宏碁將充分利用三十年的PC行業(yè)的優(yōu)勢，提供更無縫過度的產(chǎn)品，再加上alive和clear.fi等應用，帶來全新的移動互聯(lián)體驗。/In PC industry, Acer has been famous for its high efficiency. It will integrate hardware and software makers, and work on “Mobile Internet terminal”. In terms of product, Acer will make full use of its 30-year advantages in PC industry, offer seamless product, and bring new mobile Internet experience with alive and clear.fi.
D （發(fā)展意義需要補充）/（More development significance to be added）
4.在產(chǎn)品和產(chǎn)業(yè)方面，宏碁平板電腦具有什么樣的競爭優(yōu)勢？
What kinds of competitive advantages does Acer`s tablet PC have in products and industry? (《IT經(jīng)理世界》記者賀志剛, CEO&CIO Magazine He Zhigang )
A.產(chǎn)品優(yōu)勢，即主流產(chǎn)品，第一梯隊。Android 3.0，娛樂功能強大，超強連接性。你能夠想象到的功能都有 /Products` advantage as the mainstream in the first group: Android 3.0, powerful entertainment function and full connectivity. It has functions that you can imagine.
B.產(chǎn)業(yè)優(yōu)勢。首先，得益于高效的組織架構和迅捷的市場反應能力，宏碁有能力“在第一時間將高科技帶給每一位消費者“。作為全球第二大PC企業(yè)，Acer與產(chǎn)業(yè)鏈上下游都有著緊密的合作關系，第一時間推出采用最新技術和平臺的產(chǎn)品，并迅速的進入市場。/Industry advantages. Due to its effective structure and fast market response, Acer is able to bring the latest technology to everyone in the first time. As the 2nd largest PC brand in the world, Acer has close relationship with its partners in the industry chain. We can launch new products with the latest technology and application and enter the market quickly.?
5.宏碁平板電腦的市場定位是什么？請問何時在大陸的銷售終端上市？市場價格是多少？ 宏碁平板電腦今年的銷量是多少？
How is the positioning for Acer tablet PC? When will the Acer tablet PC be sold in the Chinese mainland? What is its market price? （《新京報》記者林其玲：The Beijing News Lin Qiling）
DO NOT MENTION THE SALES VOLUME GOAL FOR ACER TABLET PC IN CHINA (For Oliver)
A. 我們相信，平板電腦是個好東西，它解放了我們的消費者，你不用再被綁在桌子前面了。宏碁一直都堅持“將新技術帶給每一個消費者“，所以我們希望每一個消費者都有機會體驗。/adorable， affordable，We believe tablet PC is a good gadget to free every consumer. You are no longer stuck to the desk for fun and information! Acer is able to bring the latest technology to everyone in the first time. We hope everyone has the chance to experience by himself.
B. 我們重點面向六大主流人群，包括網(wǎng)絡社交人群、網(wǎng)上沖浪者、游戲迷、商務精英、影音愛好者和戶外驢友等，每一種生活方式的人都將體驗到A500對生活帶來的全新感受./ In detail, we focus six groups of mainstream users: social netizens, web surfers, game fans, business elites, video fans and travelers. People of every life style will be able to experience the brand-new feeling.
C.目前已經(jīng)在全國大部分PC渠道、3C賣場以及線上零售渠道開始鋪貨，到本月底，消費者陸續(xù)可以買到使用Android 3.0 的A500。/Acer tablet PC has been on sale in most of the PC channels, 3C malls and online stores in China. By the end of April, consumers will have access to Android 3.0-based A500.
6.宏碁平板電腦近期的市場目標是多少？年內(nèi)有望實現(xiàn)多大的市場份額？
What is the recent sales target for Acer tablet PCs? And what is the expected market share within 2011? （《京華時報》記者牛穎慧：Beijing Times Niu Yinghui）
2011年，宏碁中國區(qū)平板電腦目標是占據(jù)非蘋果市場20%的市場份額。我們希望每個消費者都能來享受Android 3.0帶來的沖擊，給生活帶來新鮮的感受和工作上的便利。/In 2011, Acer China is expected to take 20% of non-Apple market. We hope everyone has the chance to feel the impact by Android 3.0, and experience the freshness of life and convenience of work.
7.宏碁臺灣總裁林顯郎近日表示，日本地震可能會影響其智能手機和平板電腦的組件供應，請問這會對宏碁在大陸的鋪貨有什么影響？
Acer Taiwan president said recently, that the Japan earthquake will affect the parts supply of smart phones and tablet PCs, and how it will affect the sales of Acer products in the Chinese mainland? （《環(huán)球時報》黎巧毅：Global Times: Li Qiaoyi）
得益于強大的上下游產(chǎn)業(yè)鏈優(yōu)勢，我們已經(jīng)儲備了一定的組件。我們已經(jīng)做好了充分準備，滿足來自市場的狂熱需求。/ Thanks to our strong industry chains, we have stored a large stock of parts. We are well prepared for the crazy appetite for Acer tablets.
8.宏碁近期換標，新的logo色彩變淺，更顯得年輕化、更有活力，這是否說明宏碁將樹立年輕形象，更加關注年輕人群？
Acer has changed its logo, and the new logo is light-colored, looks younger and dynamic. Does it imply that Acer is going to establish a younger image and f more focused on youngsters? （《中國日報》記者庹燕南：China Daily Tuo Yannan）
A.4月11日，宏碁集團全球同步更換新LOGO，新logo采用了更為清爽，圓潤的字體，以淺綠色代替深綠色，表達更加青春與活力的感受。/On April 11, Ace changed its logo worldwide. The new logo uses fresh and rounder characters, and the light green color replaces dark green color, representing a feeling of youth and vigor.
B.這次Logo改版更加突顯宏碁品牌的活力與現(xiàn)代感，希望傳達宏碁正從原本的IT領域，邁向移動互聯(lián)技術的新時代。/The new logo will highlight Acer brand’s vigor and modern spirit, and extend the message that Acer is moving from IT industry to mobile Internet era.
C.Acer品牌價值不再僅僅是為我們的客戶提供硬件; 而是提供一個完整的娛樂體驗，強調(diào)了“未來愿景”和“分享”. /An acer brand value lies not only in the hardware we are serving clients, but also a full entertainment, highlighting future vision and sharing.
9.宏碁目前是中國PC行業(yè)的第二品牌，不過與知名品牌的市場份額差距正在拉大，與第三第四的差距也在縮小，請問宏碁如何保持自己的優(yōu)勢？
Acer is the No. 2 PC brand in China, and its market share gap between that of the No.1 is widening, and the gaps between Acer and the No. 3, No. 4 are also narrowing? How do you retain Acer’s advantages over others? （《經(jīng)濟觀察報》記者劉丹：Economic Observer Liu Dan）
【相關問題1】宏碁對中國這樣的新興市場如何定位的？
[Related question 1] How is the positioning of Acer China business as a key emerging market?
A.宏碁集團成功完成對方正電腦的整合， 來自Gartner四季度的數(shù)據(jù)顯示，宏碁集團已經(jīng)成為中國PC市場的亞軍，達8.6%. /Acer Group has completed the integration of Founder PC. According to Q4 in 2010, Acer has become the No. 2 PC maker in China.
B. 作為宏碁最重要的市場之一，宏碁中國將繼續(xù)遵循其穩(wěn)健而本土化的發(fā)展戰(zhàn)略，Acer將整合其多品牌戰(zhàn)略(Acer、Gateway、Parkard Bell、eMachines及方正電腦)到兩個專注的業(yè)務領域， 我們今年將推出更新、更性感的產(chǎn)品，無論是平板電腦A500，還是Iconia筆記本4830，相信一定會獲得消費者的青睞。我對我們的目標非常有信心。/As a key market, Acer Group China will continue its stable, localized strategy, bundle its Multi-brand business (Acer, Gateway, Parkard Bell, eMachines and Founder) into two dedicated business units. We will launch more up-to-date, sexier products, no matter tablet PC like A500 or ICONIA notebook 4830, we are convinced they are going to win support from consumers. We are confident with our goal.
C. 宏碁作為倫敦奧運會的贊助商，將更多利用2012年奧運會倒計時一周年的機會，在國際化的平臺上傳播宏碁的高端品質。2010年,宏碁中國區(qū)營收15億美元，在2011年，宏碁中國區(qū)的營收有望達25億美元，增幅66.7%。/As an Olympics sponsor for London 2012, Acer will communicate its high-end quality in the international platform when the one-year countdown is drawing near. Acer China’s revenues in 2010 reached $1.5 billion, and we plan to increase to $2.5 billion in 2011, a 66.7% rise over the past year.
10.近日，宏碁公司取消了方正事業(yè)單位，設立了大客戶事業(yè)單位和消費事業(yè)暨中小企業(yè)事業(yè)單位，方正的品牌將會逐漸被淡化，您如何評價？
Acer has just removed Founder Business Unit recently and established Large Corporate Accounts Business Unit and Consumer & SME Business Unit. Founder brand will fade away, and how do you respond? （《第一財經(jīng)日報》記者王如晨：China Business News Wang Ruchen）
A. 非常感謝你的關心 /Thank you for your care.
B.在新的宏碁中國架構下,原宏碁方正PC品牌事業(yè)部被取消,,新設兩個主要的事業(yè)單位,其中一個是消費暨中小企業(yè)事業(yè)單位,另一個為大客戶事業(yè)單位。方正的產(chǎn)品和品牌將在新的組織架構中得到更充分的發(fā)展和提升。/Under the new organization structure, Founder Business Unit was removed, and two new units were established afterwards, Consumer & SMB Accounts Business Unit and Large Corporate Account Business Unit. Founder’s products and brand will be fully developed and enhanced under the new framework.
C. 這種調(diào)整將使Acer組織結構更加高效，更加適應市場需求的變化，更適合本土化的競爭，并做出更快的市場反應。相信方正整合帶來的利好，將很快釋放出來，創(chuàng)造更廣受歡迎的產(chǎn)品，為消費者帶來更多的收益，進而提高Acer宏碁在中國的市場份額。這種調(diào)整將使Acer組織結構更加高效，更加適應市場需求的變化，更適合本土化的競爭，并做出更快的市場反應。相信方正整合帶來的利好，將很快釋放出來，創(chuàng)造更廣受歡迎的產(chǎn)品，為消費者帶來更多的收益，進而提高Acer宏碁在中國的市場份額。/ The adjustment will improve the operation efficiency, better meet market change, and face localized challenge with quick market response. We believe the benefits from Founder’s adjustment will be seen clearly and bring more popular products and better serve the consumers, and finally enlarge Acer China’s market share.
11.施振榮先生近日曾表示，“宏碁是否做全球先進已經(jīng)不重要 ”，請問這句話應如何理解？是否說明宏基已經(jīng)決定戰(zhàn)略轉型，放棄超越惠普全球先進的目標？是否說明利潤比營收或出貨量更重要？
Stan Shih said: “It is not so important for Acer to achieve NO. 1”, and what can we read from these words? Can we comprehend that Acer has decided to transform its strategy and give up the goal to surpass HP? Does it mean that profits are more important than revenues and sales? (《21世紀經(jīng)濟報道》記者候繼勇21st Century Business Herald Hou Jiyong )
12.您如何理解施振榮先生提出的“宏碁第三次再造”？ 宏碁在移動互聯(lián)時代的策略，是否會像惠普、戴爾、聯(lián)想等主要PC廠商那樣轉型？
How do understand Stan Shih’s purpose of “The Third Reorganization”? In the mobile Internet era, will Acer transform itself like HP, Dell or Lenovo?
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