Taiwan
BenQ Company Profile
NEWS.SOHU.COM October 31, 2005 02:12
Part One: BenQ The road to growth
The first dawn of the new century opens up the infinite possibilities of technological life. How to grasp the new mainstream of the technology industry in the 21st century has become an urgent topic for the technology industry, and forward-looking insights are the key to ensuring the sustainable growth of enterprises.
BenQ Dentsu was founded in 1984; in 1986, it laid the foundation for monochrome monitors, power supplies, and engineering workstations as its main products.
In 1989, BenQ was repositioned as a professional manufacturer of computer peripherals, pushing BenQ into a period of growth. From 1992 to 1996, there was an explosive breakthrough, with revenue growing by as much as nine times.
In 1993, BenQ uniquely "discovered Suzhou" and invested in the establishment of Suzhou BenQ Computer Co., Ltd. As a flagship, it attracted a large number of upstream and downstream supporting companies and other IT manufacturers. Promote the formation of the IT industry chain in Suzhou, an emerging international high-tech town.
In 1994, BenQ, which was at the peak of its growth, stepped into the communications field and developed its own mobile phones despite everyone's hesitation, becoming the only mobile phone manufacturer in Taiwan to market its products under its own brand.
In 1997, BenQ began to explore the mainland market; in 1998, the foundation stone of BenQ Suzhou Science and Technology Park was laid, and China's strategic position in BenQ's global territory became increasingly prominent.
In December 2001, BenQ announced its own innovative brand BenQ, with "Bringing Enjoyment and Quality to Life (Enjoyment of Happy Technology)" as its mission to create a leading digital fashion brand.
The US "BusinessWeek" published on June 24, 2002, ranked BenQ as the 13th among the "Top 100 IT Companies in the World in 2002", and ranked high in the world's computer and Ranked sixth among peripheral companies.
In February 2003, the internationally renowned financial magazine "Forbes" featured BenQ Chairman Li Kunyao as the cover character and reported in a four-page story the brand growth of BenQ since the founding of BenQ. road.
Part 2: R&D, manufacturing and marketing strength
The dream pursuit of Chinese international brands = constantly expanding the breadth and depth of R&D technology + the resource advantages of the global manufacturing system + comprehensive Comprehensive marketing strategies and service support
As a leader in the IT industry, BenQ has reached global scale in product marketing, manufacturing, R&D and other aspects: in Europe, America, Asia-Pacific countries and mainland China It has branches engaged in marketing and customer service; it has production bases in Malaysia, Mexico, Suzhou, China, and Taiwan; it has R&D centers in Taipei, Taoyuan, Hsinchu, Suzhou, and California, USA, with 2,000 R&D engineers and various patents Nearly a thousand items. In 2002, BenQ's annual turnover reached US$3 billion, and BenQ Group's revenue reached US$5.4 billion.
R&D center with talented people
In mainland China, BenQ has established a large R&D team to conduct research on BenQ’s communication products, imaging products, optical storage products and video products. Providing the most powerful support for research, development and technological innovation, BenQ's products will always be at the forefront of the industry. With a strong R&D background and in the spirit of local R&D and local service, BenQ R&D Center supports customers nearby, responds to market demand with the sharpest attitude and fastest speed, and forms a joint force with marketing and manufacturing leaders to conquer the market. . As an elite team that has accumulated considerable professional skills, precise thinking and active innovation, we have a good R&D atmosphere, dedicated work partners, rich knowledge resources and broad development prospects. We work together to present true, good and beautiful products to users. in front of.
World-class manufacturing base
With China as the base for global brand marketing, the mutual dependence of manufacturing and marketing is a major advantage for BenQ to expand the local market.
Behind an excellent brand is the strong support of world-class factories: BenQ's China manufacturing headquarters covers an area of ??600,000 square meters and has more than 6,000 employees. Not only do all factories pass the ISO-9001 international quality certification, but also passed the ISO-9001 international quality certification in March 1998. Obtained ISO-14000 environmental certification. With an annual output of 4 million color monitors, 8 million keyboards, 4 million scanners, 20 million optical drives and 5 million mobile phones, it has not only become China's leading factory in manufacturing high-tech computer products, but also one of the four BenQ Group companies in the world. The most important production base among the large production bases. Combining the vision and global thinking of a large company with the vitality of a small company and the spirit of an entrepreneur, BenQ's China manufacturing headquarters created an output value of 10 billion yuan in 2002 and earned nearly 1.1 billion yuan in foreign exchange from exports.
Vibrant marketing team
In 1997, the Suzhou BenQ Computer Marketing Department, the predecessor of BenQ China Marketing Headquarters, was established, marking the beginning of BenQ's expansion into the mainland market. In just a few years, BenQ has established a strong brand influence in the mainland market and has become an important brand in the computer peripheral market such as optical drives, keyboards, monitors and scanners. Now with Suzhou as the core, 18 branches and offices have been established, with a marketing network all over the country; BenQ China Marketing Headquarters has also grown from two or three employees to a national marketing command center with more than 600 people, and has trained a large number of marketing expert. Adhering to the corporate culture of "being pragmatic, pursuing excellence, and caring for society" and building a learning organization, BenQ's talent team and their knowledge constitute BenQ's core competitiveness.
The BenQ China marketing team, with an average age of only 24 years old, embraces the brand dream of a century-old enterprise. They are full of drive and have unlimited explosive power. In order to cultivate their awareness and feelings about perceptual marketing, beauty and art, the company borrowed the form of Starbucks and redesigned the internal environment. It is hoped that through the introduction of a relaxed atmosphere, it can stimulate the thinking vitality of employees' right brains to carry out creative perceptual thinking. Marketing. At BenQ, every employee firmly believes in this sentence: "How broad your mind is, how broad your stage is."
Part 3: Strong product line lineup
< p>At present, BenQ has matured into four major business groups - video, digital media, image storage and network communications, and has successfully transformed into an electronic communications company. From the PC market to actively occupying positions in the IA (Information Appliances) and Wireless (Wireless Communications) fields, BenQ has laid out its plans calmly with a forward-looking vision. In the era of information and communications, only by developing and integrating diversified technologies such as computer peripherals, optoelectronic products, digital multimedia, wireless communications, and broadband networks according to customer needs can we compete in the future. It is foreseeable that BenQ's product strategy will have broader competition. Advantages and room for development.The strategy of product diversification is an important factor for BenQ to become a leading brand. Through the concept of "WWW*COM", BenQ has built its own new century territory: combining network (Web), wireless ( The six major areas of Wireless, Broadband, Computer Peripherals, Optronics and Multimedia products demonstrate BenQ's core idea of ??specializing in various technologies and applying them, and will become BenQ BenQ The main force for sustained growth and the basis for future development.
In the Chinese mainland market, with "Enjoy Happy Technology" as its core and guided by a diversified product strategy, BenQ's rich product lines can not only support each other, but also open up unlimited business opportunities:
Video products: including LCD monitors, CRT monitors, etc.
Digital media products: including Joybook, Joybee, projectors, plasma displays, LCD TVs, etc.
Image storage products: including Scanners, digital cameras, optical drives, recorders, DVDs, audio-visual wizards, discs, etc.
Network communication products: including wireless networks, etc.
BenQ products also include: Q-desk Desktop series, keyboards, optical mice, etc.
Build brand awareness and reputation with diversified product lines and strong overall strength, and won reputation with outstanding product quality and happy brand concept. With the new brand With the launch of BenQ, BenQ will further enrich and broaden its product line and give full play to its integration advantages.
After the transformation, BenQ deeply realizes that technology has always been a part of people's lives. Once the era of comprehensive high-tech consumption arrives, BenQ, with its own brand and channel advantages, will compete in this fierce competition. Stand out in the field, use direct customer experience, create a more human interface, and forge new dreams for the new century. In the history of technological life in the post-PC era, BenQ Dentsu is writing a new page with more ambitious intentions and a macro vision.