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Multitech

Acer logo evolution processWhen Acer was founded, it used the Multitech brand for more than ten years. Finding the name too long to remember and prone to duplicate trademarks with other tech companies, Acer Group Chairman Zhenrong Shih decided to redesign the brand and vowed to make it a world-renowned brand. In 1987, Shi decided to abandon the $20 million Multitech brand, arguing that the company should change its outdated name for different missions and tasks in the long term.

Acer

AceR was selected by computer from more than 40,000 names. Acer is derived from the Latin word, meaning "active, keen, capable, sharp, strong, dexterous", representing bright, lively, insightful, keen and dynamic, short and loud, no negative association of consonance, in line with Acer's corporate culture, indicating that in the changing computer industry Acer is "keen and sharp" to grasp the market trend, "Proactive" in providing fresh products to consumers. In addition, AceR also comes from the root of ACE (ace), which implies the meaning of "king", representing an excellent person, conveying Acer's belief in the pursuit of world-class quality and credibility. On the other hand, AceR thunder is low, easy to brand promotion; Easy to remember, can catch the audience in the moment of advertising, more conducive to communication. Moreover, in various exhibitions, information and indexes, as long as the manufacturer's name is sorted alphabetically, AceR is often listed, with a glimpse of the effect.

The left half of AceR's trademark is an "arrow" logo, representing momentum and speed, and the right half is a shining diamond, representing firmness and value, with the meaning of "long, noble, quality". The arrow-shaped arrow and diamond-shaped diamond represent the new image of Acer as it enters its second venture - innovation and high technology, but also coincide with its initial emphasis on values.

acer

Acer logoBecause the AceR trademark to the outside world is mostly the impression of angular hardware, in order to get rid of the image of computer hardware to conform to the new image of the network age, so that Acer re-create the new kingdom of the network age, Acer's logo decided to change to a streamlined image font. acer's 13-year-old enterprise identity system was officially changed to Acer on March 8, 2001, where the uppercase letters A and R were changed to lowercase a and r, and e used a streamlined image font.

Updates for acer

On April 11, 2011, Acer Group once again updated the corporate logo, partially correcting the lines of the original logo and changing the font to turquoise.

Macro pronunciation

There is a lot of controversy on the Internet about the pronunciation of Acer.

After much research, the "Acer" of "Acer" should be pronounced qi, and the company names Yuanacer (Ye), Taiacer (Ci), Anacer (AKER), Zhanacer (Weblink), Ming Acer (BenQ), Jianacer (AOpen), Tianacer (T3G) and the "Acer" in the place name Shiacer town should be pronounced qi. "Acer" is a variant of "qi" (not a traditional version of "qi"). In addition, another variant of "chess" is "chess"), because the ancient board was drawn on the SLATE. Mr. Shi Zhenrong himself loves Go, he sees running a business as the next chess without boundaries, so when he founded the company, he chose the name "Acer".

Many people, including employees of Acer, intentionally or unintentionally mispronounce "acer" as ji. There are three main reasons for this: First, the second pronunciation of "acer" is "ㄐ! (j)" in Taiwan's heterographic dictionary; Second, many people do not know "Acer", looking similar to "Ji" read as "j"; Third, in the early days, many Chinese input methods could not type this word, so people used the "base" word in many places for convenience, such as someone who wrote "Acer" as "Acer".

The pronunciation and interpretation of Acer and its different charactersIn a May 12, 2003 CCTV International "Dialogue", Shi Zhenrong said: If you look at Acer (ji), it should actually be pronounced "chess". It is a big, big, grand game of chess. So I run this business like the next chess game without boundaries, not nineteen by nineteen, but a chess game without boundaries. After I retired, I continued to play my game, the game of life.

(2012-07-18T00:16), in the "Privacy policy" of Acer's website, you can see the words "macro chess" in nine places.

(2012-08-31) ACER's official service phone (the part that is not answered manually) still pronounces ACER as Acer in Chinese.

English pronunciation: ACER (A color, A Sir).

Corporate culture

Acer brand displayTaking "breaking the barrier between Technology and people" as its historical mission, Acer adheres to human-based design and continuously develops caring technology "Empowering Technology". In order to provide consumers with easy-to-use and reliable products, Acer has successfully developed more simple and convenient operation interfaces, especially for the actual needs of consumers. Provide a variety of practical computer Settings options, so that users can easily control the machine, enjoy the fun brought by high technology, thereby improving the quality of life.

With 30 years of rich accumulation in the IT industry, Acer's product technology and product quality are in a leading position in the world. The Aspire third generation home computer, launched in 2003, took the home model to new heights; For notebook products, Acer continues to strengthen the development trend of "ultra-thin and ultra-light is the mainstream", and the change in product thickness from 1 yuan coin to 50 yuan coin reflects Acer's spirit of "fighting every minute" and always leading technical strength. In 2007, Acer captured the new needs of consumers: the separation of the home and business notebook market is becoming increasingly obvious, especially from the appearance of further subdivided the home and business notebook products, truly meet the new needs of consumers, and with a new image to lead the new fashion of technology.

Brand strategy

Acer Group did not start out as the world's top two PC manufacturers, but after years of layout, completed a multi-brand layout, until 2009 finally achieved impressive results. To become the world's largest PC manufacturer.

The acer Group includes the following PC brands: acer, Gateway, Packard Bell, emachines, Founder (acquisition of Founder's PC business only). And the PDA and portable device brand Ipoten.

acer holds one ranking in Europe and Africa, the Gateway brand holds the third position in the United States, and Packard Bell also holds a position in Europe for Acer. Acer's multi-brand strategy now makes sense to be forward-looking.

acer in the Chinese market can not be underestimated, with the configuration and performance of the notebook, the design is more reasonable, more cost-effective.

acer PC was the second best-selling PC in China in 2011.

Acer brand Gatewayacer notebook in 2012 global sales of an Acer Q2 record.

Acer, Acer, Third Wave, Jianzhi, Weixin, Leta and other companies, the total number of employees worldwide is more than 8,000 people. Acer is an international company focusing on information product marketing services. At this stage, the goal is to build on the successful management experience in Europe and the United States to promote the new distribution operation mode to other regions, hoping to make acer among the world's top three PC brands in about three years. Under the company's continuous strengthening of the "innovation care" service culture, in 2004, Acer's consolidated revenue reached more than 7 billion US dollars, and its products are sold in more than 100 countries around the world. In 2005, Acer rose to become the world's fourth-largest PC brand. Especially the rapid growth of notebook computers, the fourth quarter of 2005 has become the world's third largest notebook brand, in the world's 17 countries are ranked one, including: Europe - Italy, Spain, the Netherlands, Belgium, Austria, Denmark, Russia, the Czech Republic, Poland, Slovakia, Romania, Hungary, Ukraine and Portugal; Asia Pacific - Malaysia, Indonesia and Thailand.

Acer has also been named Reader's Digest Asia's Best Computer Brand for seven consecutive years since 1999.

Main business: Mainly engaged in the research and development, design, marketing and service of self-branded desktop computers, notebook computers, servers, ultra-mini portable laptops, LCD monitors and projectors and digital home products, and the development of channel business and micro-giant electronic service business.

Corporate responsibility

In the 20th century, with the rapid development of the IT market, the popularization of applications, and the continuous innovation of related technologies, Acer is driving the globalization of the world economy with unparalleled power. As an important part of a country's economy, the growth of industry is inherent in the rapid use of natural resources, which not only belong to a certain place, but also transcend national borders. Multinational enterprises are booming and their influence is growing. Therefore, when the world is faced with the environmental crisis caused by the impact of economic development, the international demand for multinational enterprises to assume environmental, moral and social responsibilities is increasing.

Acer brand computer advertisementCorporate ethics became the management philosophy that followed the process of organizational structure, professional, institutional and social development, and became the main challenge. Multinational companies, including Acer, must meet the demands of the 21st century. The values revealed by corporate ethics not only guide the daily operation of the company, but also guide the process of pursuing profitability and social goals. For a company with corporate ethics, in addition to making profits, it should assume full legal responsibility, social responsibility and charitable responsibility.

An important element of business philosophy is to seek the balance of global economic, environmental, social and other resources by setting goals, and to practice corporate social responsibility.

Fulfilling corporate social responsibility (CSR) is a prerequisite for business operations in the 21st century. As an internationally renowned computer leader, Acer has integrated corporate social responsibility practices into its operations. Since 2006, Acer has taken a more proactive approach and taken a more careful look at the sustainability issues that Acer must respond to. We believe that Acer's promotion and implementation of corporate social responsibility from the inside out, as well as its participation in international corporate social responsibility initiatives, not only reflects Acer's determination to practice and act, but also represents its contribution and efforts to global sustainable development.

Performance growth

According to new data released by market research firm Gartnerdataquest, Acer's global notebook shipments in the second quarter of 2012 increased by 1.2% from the previous quarter and 6.5% from the same period last year, with its global market share rising to 15.4%. Notebook shipments exceeded Lenovo, HP, Dell and other manufacturers, ranking one in the world!

From the comparison of Acer's performance across the world's major regions, the pan-European and Asia-Pacific regions performed particularly well. Pan-european growth was significant, an increase of 3.8% over the previous quarter, an increase of 22% over the second quarter of 2011, the market share jumped to 20%, sales ahead of Lenovo, HP, Dell and other IT manufacturers, returning to the pan-European notebook a throne.

Acer laptopsAt the same time, Acer notebook Asia Pacific market performance is strong, compared to the second quarter of 2011, sales increased by 7.3%. In addition, Acer's market share in the United States, Japan and Latin America is also strong.

Taking stock of the current quarterly results, Acer has maintained three quarters of sustained growth since the fourth quarter of 2011. In the second quarter of 2012, Acer's consolidated revenue was about 110.55 billion yuan, an increase of 8.3% over the same period last year, net operating profit was about 433 million yuan, an increase of 213.5% over the previous quarter, net profit after tax was about 56 million yuan, and EPS was 0.02 yuan.

It is expected that with the launch of Windows8, the mobile PC market will appear a new round of growth, Acer PC shipments will maintain a good trend of continued growth, such as the current market attention of Acer ultrabook S7, tablet computer W510, etc., will have a good performance, Acer's revenue is expected to have a faster increase.