| Summary: | 碩士 === 淡江大學 === 大陸研究所 === 83 === What kind of Personal Computer will be the hottest sale in
China? And what does the market look like in Beijing? Many PC
manufacturers are interested in those questions above. After
her successful reformation in late 70's, China has become not
only one of the world largest markets, but also one of the most
unfam- iliar. The unique "Socialism Market Economy" and the
COCOM export control have made China a very new and strange
country to outsid- ers. Despite a brand new market in east
Asia, China is still hard to understand. The purpose of this
research is to discover the structure of the largest computer
market in China - Beijing. This research exams some basic but
important issues with brand and product attributes. We
interviewed the major resellers and distributors with
questionnaire in electronic street, which located in HaiDain
District in Beijing city. Factor analysis, Multiple regression,
and Chi-square tests are the primary stati- stical methods in
analyzing data. We found that when distributors are making
brand decision of purchasing, all the attributes they consider
can be divided into 4 factors: the basic design of prod- uct,
brand reputation and advertising, price/function ratio, and
product's quality. And the negative attributes of Personal
Compu- ter are price too high, profit too low, hard to
maintain, lacking manufacturer's support ,and lacking
advertising. We also found the brand popularity of sale has
liner regression relation with brand's reputation, resellers'
sale preference, and consumers' purchasing preference. In the
market, Compaq, AST, DEC, IBM, and HP are important leaders,
these brands also rank high in many ot- her aspects. Finally,
we found some ways for manufacturers to help their distributors
to increase sale. They are media adverti- sing, purchasing
discount, pressing demonstrative documents, qua- lity
improvement, function enhancement, and innovating design.
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