[新聞] 宏達電ONE失靈 營收溜滑梯
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宏達電ONE失靈 營收溜滑梯
【聯合報╱記者鄒秀明/台北報導】
2012.08.11 03:57 am
宏達電創造「hTC」品牌神話,這三個英文字母,曾經讓蘋果電腦恨得牙癢癢的,也被視
為台灣科技產業代表作,但是最近一年來,宏達電股價跌了一千多元,兩度調降財測,今
年上半年每股獲利雖還有十四點二五元,與去年比較卻大幅衰退六成多,外資調降它的目
標價至一百六十元,市場瀰漫「搶救」宏達電氣氛,宏達電怎麼了?
宏達電早期與國際各電信商合作,搶得智慧手機產業先機,hTC品牌的智慧型手機行銷各
國,成為「台灣之光」,但近年來市場競爭白熱化,蘋果與三星兩強爭霸,加上經濟不景
氣,宏達電的考驗已經開始。
巴克萊亞太區科技首席分析師楊應超說,蘋果以軟體勝出,以高人一等軟體實力布建專屬
i系列的生態系統,三星挾著政府、政策支持,強攻硬體,建構從半導體到產品「一條龍
」體系,宏達電的問題在於「軟不軟、硬不硬」,產品與策略定位都很尷尬。
另一方面,宏達電成長太快,基礎不夠雄厚,花大錢併購公司,重金延攬國際人才,結果
卻不如預期,還導致資源錯置;而隨著股價持續飆漲,組織、人力不斷膨脹,宏達電當年
打拚的精神逐漸淡化,多數員工對分紅配股、股價的關心超過業績成長。
最重要的是,今年初,宏達電經營策略大轉彎,從「機海戰術」調整為「一機到底」,過
去每月出一款新機,高低價統吃,改成主打「單一機種」,但首檔推出ONE系列,接連傳
出「螢幕有黃斑」、「易當機」等初期瑕疵,市場反應「惡評如潮」, hTC品牌形象重創
;「ONE」出師不利,蘋果與三星卻來勢洶洶,宏達電處境更艱難。
宏達電並非沒有意識到問題所在,新財務長張嘉臨透露,宏達電將持續「組織優化」,重
新整合資源,增加在關鍵成長市場的效率和競爭力。
然而組織優化要花個一年半載,科技產品變化卻是瞬息萬變,宏達電恐怕得向市場證明,
它的「蛻變」值得等待。
===============
意思是htc工程師都在關心股價而不想做研發 ??
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