Brand Decision of PC Distributors in Beijing

• Main Authors: Shon Zheng Yi, 熊正一
• Other Authors: Hor Pei Chih
• Format: Others
• Language: zh-TW
• Published: 1995
• Online Access: http://ndltd.ncl.edu.tw/handle/81612336605952566756

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.