| Summary: | 碩士 === 國立臺灣科技大學 === 管理研究所 === 98 === The explosive economic growth in China in recent years has been attracted world's attention. From 2002 to 2009, China PC market become bigger and bigger at an average annual growth rate of 20.2%. In the same duration, Chine PC market share of total global PC industry is from 10.5% to 18.4%. A well-known research institution, IDC, forecasts that China will surpass U.S. as the world’s largest PC market in the following years. In this economic context, notebook PC vendors are investing a lot of resources and rushing into this great potential China consumer market.
In this study, the goal is to discuss notebook vendors business model in "core factors" and "differentiation factor" by using market analysis tool: segmentation, targeting and positioning (STP).The first seven notebook vendors which dominate the China PC market are raised for case studies. We analyze the fundamental factors and individual different niche factors in China PC market and establish the model of in operation layout map for t notebook PC vendors.
As the result of this paper, notebook PC vendors set out their marketing strategy in different market: consumer market and commercial market by seizing the “core factors” of whole PC market and master their individual “differentiation factors”. On the other hand, the recent policy “Rural Subsidy” published by China government is another big opportunity for notebook PC vendors. Even though it is much larger differentiation in rural cities, notebook PC vendors can also use this business model to define their marketing strategy.
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