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ing with fashionable topics, celebrities or events. For example, HP can cooperate with other products and industries such as cars and fashion goods not only with technology or Internet related products such as online games. Moreover, HP can hold a creative notebook surface design competition in Taiwan to reflect their desired image- personalisation, with the prize of a personalised surface. In short, we suggest that HP should avoid price war, price promotions or more give-aways. Instead, they should put more emphasis on other attributes such as fashion and innovation to differentiate the position with Asus and Acer but still deliver value to consumers.

Enhance Recommendation

As to the research about why people switch to HP, recommendation is the second most frequently given answer following the product quality. Recommendations include consumers getting positive endorsement from not only friends or relatives but also sales persons in the shops, computer shows or celebrities via the media and so on. What HP can influence most from its side is sales persons' recommendations. Unlike Dell's direct selling model, channel management is very important for the HP notebook business in Taiwan. Although HP has built up a good relationship with Taiwan's wholesalers and retailers, getting sales persons to promote HP brand notebooks first rather than other brands is one of the critical factors in achieving market share.

Referring to Taiwan HP printer business' success, the HP printer team hires contracted printer promoters with well trained professional product knowledge in the main retailers. It may be a feasible idea that the HP notebook team collaborate with HP the printer team to share resource of promoters in 3C retailers and computer shows in which people typically buy notebooks (according to our research results). In this way, HP would enjoy the effective of synergy including business growth and cost saving.

Integrate Marketing Communication

In addition to adapting the right brand image, delivering the messages to the target audience is also of vital important. From this research, we know that the marketing communications is a very important factor pushing HP products into the Taiwan notebook market through various channels, such as advertisements, computer shows, and the Internet. However, as discussed above, HP seems to have had difficulty in catching the attention of Taiwanese consumers.

We would suggest HP to deliver the brand image in different ways to different consumer segments which are classified by lifestyle. As previously discussed, in a value mixing era consumers can not only be grouped by traditional criteria such as age, gender, education or income and so on. What HP delivers to consumers should be a kind of lifestyle that combines brand identity and consumer self image rather than single piece of information. It delivers the brand experience that interacts with consumers and tries to provoke resonance from consumers.

For example, integrating the results of this research and survey conducted by Global Views Monthly (2008) (see Appendix D), there are two propo本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。