Brief introduction of BenQ company
NEWS.SOHU.COM, June 6, 2005.
The first part: BenQ's road to growth.
The first light of the new century opens up the infinite possibilities of scientific and technological life. How to master the new mainstream of science and technology industry in 2 1 century has become an urgent task for science and technology industry, and forward-looking insight is the key to ensure the sustainable growth of enterprises.
BenQ Dentsu was founded in1984; 1986 lays the foundation for monochrome display, power supply and engineering workstation.
1989 repositioned itself as a professional manufacturer of computer peripherals, which pushed BenQ into a period of vigorous development. During the period from 1992 to 1996, an explosive breakthrough was made, and the income increased by 9 times.
During the period of 1993, Yan Hui, BenQ discovered Suzhou, invested and established Suzhou BenQ Computer Co., Ltd., which attracted a large number of upstream and downstream supporting enterprises and other IT manufacturers with its flagship posture, and contributed to the formation of the IT industrial chain of Suzhou, an international high-tech new city.
During the period of 1994, BenQ, which was at the peak of its growth, developed its own mobile phone and became the only mobile phone manufacturer with its own brand in Taiwan Province Province.
1997 BenQ began to explore the mainland market; From 65438 to 0998, the foundation stone was laid for Suzhou Science and Technology Park in BenQ, and China's strategic position on the global map of BenQ became increasingly prominent.
200 1 12, BenQ announced the innovative brand BenQ, taking "bringing enjoyment and quality to life" as its own responsibility, and building a leading brand of digital fashion.
Business Weekly, published on June 24th, 2002, ranked BenQ 13 among the "Top IT Enterprises in 2002" and 6th among the global computer and peripheral enterprises.
In February, 2003, Forbes, an internationally renowned financial magazine, took Li Kunyao, the chairman of BenQ, as the cover character, and reported the road of brand growth since BenQ was founded in four pages.
Part II: R&D manufacturing and marketing strength.
China's dream pursuit of international brands = expanding the breadth and depth of R&D technology+resource advantages of global manufacturing system+all-round marketing strategy and service support.
As a leader in IT industry, BenQ has reached global scale in product marketing, manufacturing, research and development, etc. It has branches in Europe, America, Asia-Pacific countries and Chinese mainland, engaged in marketing and customer service; There are production bases in Malaysia, Mexico, Suzhou, China and Taiwan Province Province, China. It has R&D centers in Taipei, Taoyuan, Hsinchu, Suzhou and California, with 2000 R&D engineers and nearly 1000 patents. In 2002, BenQ's annual turnover reached US$ 3 billion, and BenQ Group's income reached US$ 5.4 billion.
Talented R&D center
In Chinese mainland, BenQ has established a huge R&D team to provide the most powerful R&D and technological innovation support for BenQ's communication products, video products, optical storage products and video products, so that BenQ's products will always be at the forefront of the industry. BenQ R&D Center, with its strong R&D background and the spirit of local R&D and local service, supports customers nearby, responds to market demand with the keenest attitude and the fastest speed, and forms a joint force with marketing and manufacturing to conquer the market. As an elite team with profound professional skills, accurate thinking and positive innovation, we have a good R&D atmosphere, dedicated working partners, rich knowledge resources and broad development prospects. We will work together to show the true, good and beautiful products to users.
World-class manufacturing base
Taking China as the base of global brand marketing, the interdependence between manufacturing and marketing is a big advantage for BenQ to expand its local market. Behind an excellent brand is the strong support of world-class factories: BenQ China manufacturing headquarters covers an area of 600,000 square meters and employs more than 6,000 people. All factories not only passed the international quality certification of ISO-900 1, but also passed the environmental certification of ISO- 14000 in March, 1998. With an annual output of 4 million color monitors, 8 million keyboards, 4 million scanners, 20 million compact discs and 5 million mobile phones, it has become not only the leading manufacturer of high-tech computer products in China, but also the most important production base among the four global production bases of BenQ Group. Combining the vision of big companies, global thinking, the vitality of small companies and the spirit of entrepreneurs, in 2002, BenQ China Manufacturing Headquarters created an output value of 654.38+000 billion RMB, and earned nearly 654.38+065.438+000 billion RMB through export.
A dynamic marketing team
65438-0997 The establishment of Suzhou BenQ Computer Marketing Department, the predecessor of BenQ China Marketing Headquarters, marked the beginning of BenQ's exploration of the mainland market. In just a few years, BenQ has established a strong brand influence in the mainland market, becoming an important brand in the peripheral markets of computers such as CD-ROMs, keyboards, monitors and scanners. Now, with Suzhou as the core, 18 branches and offices have been established, and the marketing network is all over the country; BenQ China Marketing Headquarters has also developed from two or three employees to a national marketing command center with more than 600 employees, and trained a large number of marketing experts. Adhering to the corporate culture of "pursuing Excellence and caring for society" and building a learning organization, BenQ's talent team and their knowledge constitute the core competitiveness of BenQ.
The marketing team in China, BenQ, is only 24 years old on average, but has a century-old brand dream. They are full of momentum and explosive power. In order to cultivate their knowledge and feelings about perceptual marketing, beauty and art, the company redesigned the internal environment with reference to Starbucks, hoping to stimulate the thinking vitality of employees' right brain and carry out creative perceptual marketing by introducing a relaxed atmosphere. In BenQ, every employee is convinced of this sentence: "How broad your mind is, how broad your stage is."
Part III: Strong product line.
At present, BenQ has matured into four business groups-video, digital media, image storage and network communication, and successfully transformed into an electronic communication company. From the PC market to the active card positions in IA (information appliances) and Wireless (wireless communication), BenQ laid out calmly with a forward-looking vision. In the information and communication era, only by developing and integrating diversified technologies such as computer peripherals, photoelectric products, digital multimedia, wireless communication and broadband networks according to customers' needs can we compete in the future. It can be predicted that BenQ's product strategy will have a broader competitive advantage and play space.
Product diversification strategy is an important factor for BenQ BenQ to become a leading brand. Through the concept of "WWW*COM", BenQ, BenQ has built its own territory in the new century: combining the six fields of Web, wireless, broadband, computer peripherals, optoelectronics and multimedia, showing the core ideas of BenQ and BenQ focusing on various technologies and applying them will become the main force for the sustainable growth of BenQ, BenQ and the foundation for future development.
In the Chinese mainland market, with "enjoying happy technology" as the core and under the guidance of diversified product strategy, BenQ's rich product lines can not only support each other, but also open up unlimited business opportunities:
Video products: including liquid crystal display, CRT display, etc.
Digital media products: including Joybook, Joybee, projector, plasma display, LCD TV, etc.
Image storage products: including scanners, digital cameras, optical drives, recorders, DVDs, audio-visual wizards, CDs, etc.
Network communication products: including wireless networks.
BenQ products also include: Q-desk desktop series, keyboards, optical mice, etc.
Create brand awareness and reputation with diversified product lines and strong overall strength, and win word of mouth with excellent product quality and happy brand concept. With the launch of the new brand BenQ, BenQ will further enrich and broaden its product line and give play to its integration advantages.
After the transformation, BenQ deeply understands that technology has always been a part of people's lives. Once the era of high-tech comprehensive consumption comes, BenQ, with its own brand and access advantages, will stand out in this fierce competition field, face the customer experience directly, create a more humanized interface, and temper new dreams in the new century. In the history of scientific and technological life in the post-PC era, BenQ Dentsu has written a new page with a broader attempt and macro vision.