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国家半导体公司(National Semiconductor)并不耀眼,它是美国第六大半导体公司、第三大微处理器生产厂商。但它所实施的产品策略却非常前卫:它倡导的“单芯片系统”积数年之功,已初显峥嵘;它率先尝试“信息电器”理念,以满足信息时代信息无所不在的需求。公司策略的背后是它的领军人物布莱恩·赫拉,人称“宁愿充当信息时代的前锋而不是见机行事的后卫”。赫拉1996年5月由LSI逻辑公司加入国家半导体公司,他在LSI逻辑公司担任副总裁,负责产品部,此前担任英特尔公司微机事业部市场总监。在国家半导体公司,赫拉通过一系列的购并和出售活动为他构想的单芯片系统奠定了坚实的基础,公司的重点不再是传统的模拟芯片及混和信号芯片业务,而是与互联网应用相配套的单芯片PC。 3月24日,赫拉在担任国家半导体公司总裁以来第一次访华,并在Comdex/China′99上发表了“中国:21世纪潮流领导者”的主题演讲,一方面阐述了信息电器将在人们生活中所起的重要作用,另一方面也提出了中国将成为21世纪新技术和应用的潮流领导者的观点。我在他下榻的凯宾斯基饭店采访了他,在座的还有国家半导体公司中国区业务总经理兼亚洲区信息电器事业部总监李彬先生。
National Semiconductor is not dazzling, it is the sixth largest semiconductor company in the United States, the third largest microprocessor manufacturer. However, the product strategy it implemented was very avant-garde: the “single-chip system” that it advocated accumulated its first few years of success; it pioneered the concept of “information appliances” to meet the ubiquitous demand for information in the information age. Behind the company’s strategy is its leader, Brian Hera, who “prefers to act as a forward in the information age rather than as a guard.” Hera joined National Semiconductors in May 1996 by LSI Logic, where he was vice president of LSI Logic, where he was in charge of the Product Division, before serving as director of marketing for Intel’s Microcomputer Division. At National Semiconductor, Hera laid a firm foundation for his idea of a single-chip system through a series of mergers and acquisitions activities. The company’s focus is no longer on traditional analog and mixed-signal chip businesses, but on the Internet, Supporting single-chip PC. On March 24, Hera’s first visit to China since assuming the role of president of National Semiconductor Corporation and delivered a keynote speech on “China: the 21st Century Leader in Leadership” at Comdex / China’99. On the one hand, The important role that people play in people’s lives and on the other hand the view that China will become the trend leader of new technologies and applications in the 21st century. I interviewed him at the Kempinski Hotel where he stayed, and there was Mr. Li Bin, Managing Director of China National Semiconductor Corporation and Director of the Information & Electric Division of Asia in the country.