论文部分内容阅读
20世纪80年代初,在国际市场上,台湾宏碁电脑公司与美国IBM公司兼容的个人电脑排名第10位,32位元电脑在美国销售额居5位。宏碁电脑公司自1977年以后的12年中,净值报酬率年平均增长近100％,到1989年共增长近2000倍。如此辉煌的成就,令岛内外同行刮目相看,宏碁公司也很快成为台湾当局和社会公认的“明星”企业。其创始人施振荣亦被树为白手起家、科技创业的光辉典型。更令人惊讶的是美国《华尔街日报》100周年纪念特刊还提前将施振荣册封为“90年代企业的先驱代表”。一时间,荣誉和鲜花笼罩着施振荣,宏碁公司宛如一颗冉冉升起的明星,光彩四射,令人瞩目。可谁能料到,1989年以后,这个一直呈“几何级数”发展的“明星”企业,由于营销策略失误而身陷困境。
In the early 1980s, in the international market, Taiwan’s Acer Computer Inc. and the United States IBM compatible personal computer ranked No. 10, 32-bit computer sales in the United States in fifth place. Acer computer company in the 12 years after 1977, the average annual net return rate of nearly 100%, a total increase of nearly 2000 times in 1989. So brilliant achievements, so that all eyes Shique inside and outside the island, Acer also soon became the Taiwan authorities and the community recognized as “celebrity” enterprises. Its founder, Shi Zhenrong, was also set up as a tree from scratch and a glorious example of science and technology. What is even more surprising is that the special issue of the 100th anniversary of the U.S. Wall Street Journal was also sealed in advance as “the pioneer representative of the 1990s.” For a time, honor and flowers shrouded Shi Zhenrong, Acer, like a rising star, radiant, eye-catching. Can anyone expect that after 1989, this “star” enterprise, which has been developing in a “geometric progression,” has been in trouble because of a marketing blunder.