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type="text/css"></style> <div id="ct" class="ct2 wp cl"> <div class="mn"> <div class="bm_haa cl"> <div class="bm_h cl"> <a href="http://www.oecr.com/portal.php?mod=rss&catid=57" class="y xi2 rss" target="_blank" title="RSS">订阅</a><h1 class="xs2">文章</h1> </div></div> <div class="kjkjb"> <div class="bm vw" style="margin-bottom:0;"> <div class="h hm"> <div class="zxtoux"><img src="http://www.oecr.com/uc_server/avatar.php?uid=54876&size=small" /></div> <h1 class="ph">HP为何放弃PC业务 </h1> <p class="xg1"> 时间：2011-8-31 08:17<a class="zz" href="home.php?mod=space&uid=54876">作者：update</a> 阅读<em id="_viewnum">(1020)</em> 评论: 0</p> <div class="zxfb" ><a href="http://www.oecr.com/portal.php?mod=rss&catid=57" class="y xi2 rss" target="_blank" title="RSS">订阅</a></div> </div> <!--[diy=diysummarytop]--><div id="diysummarytop" class="area"></div><!--[/diy]--> <div class="s"> <div class="ss"><div><span>导读： </span>2011年8月19日，当全球科技业者还没从Google宣布买下便携装置大厂摩托罗拉（Motorola）的震撼中恢复，全球PC龙头惠普竟以迅雷不及掩耳之势，宣布计划分拆甚至出售旗下PC业务。</div> </div> <!--[diy=diysummarybottom]--><div id="diysummarybottom" class="area"></div><!--[/diy]--> <div class="d"> <!--[diy=diycontenttop]--><div id="diycontenttop" class="area"></div><!--[/diy]--> <table cellpadding="0" cellspacing="0" class="vwtb"><tr><td id="article_content"> 2011年8月19日，当全球科技业者还没从Google宣布买下便携装置大厂摩托罗拉（Motorola）的震撼中恢复，全球PC龙头惠普竟以迅雷不及掩耳之势，宣布计划分拆甚至出售旗下PC业务。消息传出当天，惠普股价暴跌20％，市值足足蒸发120亿美元，创6年来新低。 <br><br> “这不只是大刀阔斧，根本是对自己开枪！”一位美系外商分析师掩不住惊愕的语气说。 <br><br> 摊开惠普的财务报表，PC业务占惠普整体营收近1/3，2010年为公司带进了407亿美元营收。截至7月31日，PC部门获利为5.67亿美元，并未出现亏损。根据国际市场调查机构顾能（Gartner）发布的2011年第2季度全球PC市场出货量统计，惠普市占率达17.5％，连续4年排名第一。这些数据都<a href="http://display.oecr.com" target="_blank" class="relatedlink">显示</a>了PC业务之于惠普的重要性。 <br><br> 2011年初，惠普执行长李艾科（Leo Apotheker）才信誓旦旦的说，要发挥惠普在PC上的优势，投入更多研发资源带给消费者更多创新，没想到一转头，就朝自己开了一枪，这究竟是怎么回事？ <br><br> 微薄营利率没搞头 台湾还在撑，老美不玩了 <br><br> 答案在于日渐下滑的营业利润率。惠普的PC营业利润不到6％，与苹果的麦金塔（Mac）系统将近15％的营业利润形成强烈对比。原本寄厚望于和iPad抗衡的<a href="http://display.oecr.com" target="_blank" class="relatedlink">平板</a>计算机TouchPad，但2011年7月1日推出以来49天，在百思买（BestBuy）只卖出了25000台，惨不忍睹。 <br><br> “平板计算机只卖了（预期）的1/10，非常难看，加上这么低的营业利润……，台湾人或许会死撑活撑做下去，但美国人不打没把握的仗，觉得不行就快刀斩乱麻”，顾能亚太区<a href="http://sensor.oecr.com" target="_blank" class="relatedlink">半导体</a>首席分析师王菊梅说。 <br><br> 事实上，不只惠普，其它欧美PC厂商也面临相同窘境。全球第二大PC厂商戴尔（Dell）公布2011年第二季的财报显示，消费类PC业务的营业利润率低到只有2.5％。 <br><br> 种种不利的消息，是否已经代表著PC产业走入末日，而重度依赖欧美品牌的台湾代工厂也跟著被宣判死刑？ <br><br>创新主导权在转移 亚洲技术优势已胜欧美 <br><br> “这反而是一个机会！”2011年2月，宏碁创办人施振荣在接受《商业周刊》独家专访时就曾经预测，PC的低营业利润率将会逼得惠普、戴尔等公司丢掉这个产业，现在看起来，这些预言似乎在一个个成真。 <br><br> 施振荣指出，科技演进的逻辑往往是欧美发明、亚洲发扬光大。例如电视机，曾经被欧美视为是夕阳产业，却在日本人手中重新被捡起，赋予其更高的价值，现在反而成为日本科技<a href="http://optics.oecr.com" target="_blank" class="relatedlink">工艺</a>的代表。 <br><br> 他认为，PC产业也有类似的现象发生。“当华硕、宏碁、联想三家市值加起来超过惠普、戴尔的时候，整个产业的黄金交叉点就出现了！”施振荣肯定地说。台湾过去累积了30年的代工经验，在PC上的技术优势已经远超过欧美，黄金交叉之后，整个产业的创新主导权从欧美转移到亚洲的态势将更加明确。 <br><br> 虽然产业的转移趋势已成定局，但不少人都在猜测，究竟是哪里家亚洲公司会拿下惠普的PC业务。因为，即使台湾长期的未来可以如施振荣预期般乐观，但当前还是要面对转移过后的短期冲击。 <br><br> 目前最有可能接手的，是韩系的三星与中国的联想。“这个时代已经走向赢者通吃，没有300亿美元（预算），是玩不起这场遊戏的”，大和证券亚洲科技研究部主管陈慧明指出。 <br><br> 几乎拥有所有消费性<a href="http://electronic.oecr.com" target="_blank" class="relatedlink">电子</a><a href="http://b.oecr.com/sell" target="_blank" class="relatedlink">产品</a>，独缺PC的三星，对这个产业一直虎视眈眈。而联想目前在PC市占率以12％排名第三，一旦并入惠普，市占率将一口气冲到近3成，具绝对主导优势。双方各有战略性考量，但以目前来看，“资源高度集中的三星胜出机率比较高”陈慧明观察。 <br><br> 陈慧明指出，依过去经验，美系品牌对台湾代工的依赖程度最高，中国次之。三星因拥有自己的一条龙产业链，接手后台湾可以吃到的饼肯定会大幅缩减。为此，经济部长施颜祥非常忧心，不仅第一时间了解状况，更紧急邀集台湾PC品牌与代工厂商研拟对策。 <br><br> 台湾代工厂要转型 纯做硬件只有一条死路 <br><br> “这等于强迫台湾的PC产业加速思考，是要继续仰人鼻息，还是要转型做高附加价值的产品”陈慧明说。 <br><br> “台湾现在需要的，不是放弃硬件，而是在硬件的基础上，加上创新服务”施振荣说。纯做硬件的话，就只有一条摩尔定律，那是死的，但如果能强化对市场的洞察力，找出消费者的需求，把PC当成载具，掌握“easy”（简洁），“dependable”（可靠），“end-to-end”（端对端）三项要素，仍有可能创造出新的价值。 <br><br> 王菊梅也指出，当前PC产业的成长动能全部集中在亚洲，大中华地区正逐渐取代欧美，成为下一个科技主战场，“到时候我们控制载具，又有在地文化优势，50年之后，搞不好全世界的计算机都会变成台湾（品牌）呢！”施振荣大笑说。（撰文：林俊劭，《商業周刊》） <DIV><FONT color="#808080" 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