????電腦制造商戴爾公司（Dell）是否正面臨轉(zhuǎn)折點(diǎn),？創(chuàng)始人邁克爾?戴爾逐步把公司發(fā)展成了一家大型企業(yè)。五年前他重回公司一線掌舵,，而現(xiàn)在他已做好了準(zhǔn)備,，即將再次出擊。公司重振旗鼓效果如何,，未來(lái)數(shù)月非常關(guān)鍵,。
????戴爾股票在1995年到2000年初的幾年時(shí)間里經(jīng)歷了輝煌的增長(zhǎng)，即使在科技板塊也名列前茅,。公司股價(jià)上漲近9倍,，達(dá)到每股59美元?；ヂ?lián)網(wǎng)泡沫破裂后,，2000年底戴爾公司股價(jià)跌至16美元。由于戴爾品牌在個(gè)人電腦市場(chǎng)仍有很強(qiáng)實(shí)力，公司股價(jià)在接下來(lái)的四年里反彈至42美元,。這四年里,，戴爾在高效生產(chǎn)和組裝個(gè)人定制化電腦方面獲得了很高聲譽(yù)，并成為市場(chǎng)領(lǐng)導(dǎo)者,。
????但是,，2005年邁克爾?戴爾不再擔(dān)任首席執(zhí)行官職務(wù)后，公司股價(jià)又開(kāi)始下滑,，2006年初股價(jià)已跌至20美元以下,。惠普公司（Hewlett-Packard）和宏基（Acer）等中國(guó)制造商開(kāi)始在筆記本領(lǐng)域展開(kāi)更激烈的競(jìng)爭(zhēng),。邁克爾?戴爾2007年重返公司擔(dān)任首席執(zhí)行官,，誓言重振公司。
????但惠普公司的切身經(jīng)歷顯示,，重振一個(gè)科技巨頭并非易事,，可能需要多年的努力。2009年2月,，經(jīng)濟(jì)大蕭條環(huán)境使得戴爾股票跌至8美元,。此后，公司股價(jià)反彈到15美元上下,，并在該水平徘徊數(shù)年,。與此同時(shí)，上網(wǎng)本以及后來(lái)的iPad等平板電腦成為熱門(mén)產(chǎn)品,，個(gè)人電腦和筆記本電腦的增速因此放慢,。似乎突然之間，風(fēng)云變幻的電腦業(yè)界已經(jīng)進(jìn)入了“后個(gè)人電腦世界”,，讓曾經(jīng)參與開(kāi)創(chuàng)現(xiàn)代個(gè)人電腦時(shí)代的戴爾公司措手不及,。
????但今年，戴爾公司股票釋放出的訊息表明,，投資者已經(jīng)重拾對(duì)戴爾的信心,。2月份，戴爾股價(jià)攀升至18.33美元,，這意味著從年初到2月份它的股價(jià)已經(jīng)上漲了25%,。其中主要原因是：戴爾減少了對(duì)個(gè)人電腦和筆記本銷(xiāo)售的依賴(lài)，而是將重心轉(zhuǎn)向服務(wù),、服務(wù)器和存儲(chǔ)器銷(xiāo)售,，而且這些舉措已開(kāi)始奏效。與此同時(shí),，戴爾還努力推出更高端的個(gè)人電腦產(chǎn)品,，避免與蘋(píng)果公司（Apple）的iPad和亞馬遜公司（Amazon）的Kindle Fires平板電腦直接競(jìng)爭(zhēng),。
????過(guò)去的六個(gè)財(cái)年中，個(gè)人電腦和筆記本收益占戴爾總收益的份額從65%下降至54%,。而同期服務(wù)器業(yè)務(wù)占總收益的百分比已經(jīng)從10%增長(zhǎng)到了13%,。為公司客戶(hù)提供咨詢(xún)和處理IT事務(wù)的服務(wù)部門(mén)為總收益的貢獻(xiàn)比例則從8%上升到了13%，其中一部分原因是戴爾收購(gòu)的若干公司,，比如以39億美元收購(gòu)的IT服務(wù)公司Perot Systems,，以及沒(méi)有透露收購(gòu)價(jià)格的云計(jì)算公司Boomi。
????過(guò)去幾個(gè)月內(nèi),，戴爾加快了在服務(wù)領(lǐng)域的收購(gòu)步伐,。2月份，戴爾收購(gòu)了備份軟件供應(yīng)商AppAssure公司,。僅一個(gè)月后,，戴爾又收購(gòu)了網(wǎng)絡(luò)安全企業(yè)Sonicwall。上周,，有傳聞顯示,，戴爾正準(zhǔn)備出價(jià)3.75億美元收購(gòu)瘦客戶(hù)端系統(tǒng)制造商Wyse公司，以及另一家IT服務(wù)公司Clerity Solutions,，收購(gòu)價(jià)預(yù)計(jì)為10億美元,。
????這些舉措相當(dāng)令人振奮,，說(shuō)明戴爾公司正把重點(diǎn)轉(zhuǎn)向自身增長(zhǎng)領(lǐng)域,。上一財(cái)年，戴爾公司個(gè)人電腦銷(xiāo)售額下跌了4%,，而筆記本和平板電腦銷(xiāo)售額上漲了1%,。同時(shí)，服務(wù)器銷(xiāo)售額增長(zhǎng)了10%,，服務(wù)部門(mén)銷(xiāo)售額增長(zhǎng)了8%,。
????盡管后個(gè)人電腦時(shí)代的說(shuō)法甚囂塵上，但整體看來(lái),，戴爾的表現(xiàn)還算不錯(cuò),。2011年最后一個(gè)季度，戴爾在個(gè)人電腦市場(chǎng)所占份額從一年前的11.6%上升至12.6%,。而同時(shí),，惠普的份額從18.8%下降至16%，而聯(lián)想（Lenovo）的份額則從11.3%增加到了14%,。 |
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????Is Dell finally turning a corner? Five years after Michael Dell returned to lead the PC maker he founded and transformed into a colossus, Dell may actually be ready for a second act. But the next several months will be crucial in determining how strong any recovery will be.
????Between 1995 and early 2000, Dell's (DELL) stock enjoyed one of the biggest rallies -- even for the tech sector -- rising nearly 900% to $59 a share. The dot-com crash brought it back down to $16 share by the end of 2000, but the strength of its brand in the PC market helped Dell rebound to $42 over the next four years as Dell's reputation for efficient manufacturing and assembling customized PCs made it the market leader.
????But in 2005, following the departure of Michael Dell as CEO, Dell's stock began to decline again, pushing the price back down below $20 a share in early 2006. Hewlett-Packard (HPQ) and Chinese manufacturers such as Acer began competing harder in laptops. Michael Dell returned as CEO in 2007, vowing to revive the company.
????But as HP is learning, turning a tech giant around is a grueling process that can take years. In February 2009, the Great Recession brought Dell's stock down to $8 a share. After that, it rebounded to and hovered around the $15 mark for a few years. Meanwhile, netbooks and then the iPad and other tablets became hot items, slowing growth rates for PCs and laptops. The company that helped invent the modern PC company was suddenly living in a "post-PC world."
????But this year, the company’s stock is signaling that investors are starting to believe in Dell again. The stock rose to $18.33 a share in February, marking a 25% gain from the beginning of the year. The key reasons: Dell’s efforts to rely less on PC and laptop sales and more on services, servers and storage are working. Meanwhile, the company is pushing harder into higher-end PCs so it doesn’t have to compete with Apple’s (AAPL) iPads and Amazon’s (AMZN) Kindle Fires.
????Over the past six fiscal years, PCs and laptops have shrunk from 65% of revenue to 54%. Meanwhile, servers have gone from 10% to 13%, while the services division, which includes consulting and handling IT for companies, has risen from 8% to 13%, partly through acquisitions of companies like Perot Systems, an IT services company, for $3.9 billion and Boomi, a cloud-computing company, for an undisclosed sum.
????Over the past several months, Dell has stepped up the pace of its acquisitions in the services area. In February, it bought AppAssure, a backup software vendor. A month later it bought network-security firm Sonicwall. And in the past week, news emerged that it's buying Wyse, a maker of thin-client systems, for $375 million as well as Clerity Solutions, another IT services company for an estimated $1 billion.
????These moves are encouraging because they show Dell is focusing on its areas of growth. In its last fiscal year, PC sales fell 4% while laptop and tablet sales rose 1%. Meanwhile, sales from servers grew by 10% and sales from its services division grew by 8%.
????And despite all the talk of a post-PC era, Dell isn't doing too badly all things considered. In the last quarter of 2011, Dell's share of the PC market rose to 12.6% from 11.6% a year earlier. HP's share, meanwhile, fell to 16% from 18.8%, but Lenovo's share rose from 11.3% to 14%. |
