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11月,正是一年一度的IT盛会Comdex举办之时,而月初的一则消息却引起不少人的关注,甚至不亚于将要举办的Comdex。 11月11日,康柏电脑公司总裁兼首席执行官Eckhard Pfeiffer在美国纽约正式宣布:公司将针对中小企业用户推出名为“Prosignia”的台式商用PC系列,该机型将于11月起上市。而消息中最为引人注目的是,康柏公司将直接向用户销售这些PC,而并非象往常那样,通过经销商销售。消息一经公布,便在业界引起了轰动。一直以来,直销都是戴尔的专长,而康柏公司几乎所有的产品都是依赖经销商来销售的,宣布直销意味着将会严重影响公司与经销商之间的关系,至今仍保持PC市场份额第一的康柏为什么要冒这个风险宣布进入直销领域呢?该公
In November it was the annual IT event Comdex that took place, while a message early this month attracted so much attention, even as much as Comdex to be held. On November 11, Eckhard Pfeiffer, Compaq Computer Corporation President and CEO, officially announced in New York City that the company will launch a desktop PC series called “Prosignia” for SMB users, which will be available from November onwards. And the most striking news is that Compaq will sell these PCs directly to users instead of selling them through distributors as usual. Once the news was announced, it caused a sensation in the industry. Direct has always been Dell’s expertise, and Compaq almost all products are relying on distributors to sell, announced that direct sales means that will seriously affect the company and the relationship between dealers, still maintain the PC market share Why did the first Compaq take this risk to declare its entry into the direct marketing area?