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据BSA(美国商业软件联盟)提供的数字,Adobe公司的Photoshop、Pagemaker等软件产品,在排版、印刷业广泛使用,但是真正购买的却只有5％。面对如此严峻的盗版情形,Adobe公司在中国的市场策略如何?9月底和10月初,恰逢Adobe公司两位高层人士——亚太区与拉丁美洲副总裁Graham Freeman和亚洲区总经理詹斯D·杨到中国,记者采访了他们后得知,Adobe将投入百万美元打击盗版,开拓中国市场。 Adobe公司作为全球著名的独立软件供应商,1997年营业额达10亿美元、净利润走1亿美元。在亚洲,尽管各国之间政治及经济状况差别极大,但Adobe公司在亚洲的总体年增长率仍保持在50％。如果不是盗版的影响,成绩会更好。詹斯D·杨先生认为,对于盗版,Adobe的作法是:首先,教育和说服,因为有些最终用户并不知道自
According to figures provided by the BSA (American Business Software Alliance), Adobe’s Photoshop, Pagemaker and other software products are widely used in the typesetting and printing industries, but only 5% are actually purchased. Faced with such a severe piracy situation, what is Adobe’s marketing strategy in China? At the end of September and early October, it coincided with two high-level people from Adobe – Graham Freeman, Asia Pacific and Latin America’s vice president, and James D’s general manager from Asia. · Yang came to China. After interviewing them, the reporter learned that Adobe will invest millions of dollars in combating piracy and opening up the Chinese market. As a world-renowned independent software supplier, Adobe had a turnover of 1 billion U.S. dollars in 1997 and a net profit of 100 million U.S. dollars. In Asia, Adobe’s overall annual growth rate in Asia remains at 50%, despite significant differences in political and economic conditions among countries. If it is not the effect of piracy, the results will be better. Mr. Jans D. Young believes that Adobe’s approach to piracy is: First, education and persuasion, because some end users do not know