标准化战略还是差异化战略？——戴尔在中国案例研究.pdfVIP

标准化战略还是差异化战略？ 戴尔在中国的案例研究 张立省 （首都经济贸易大学，北京 100026） Abstract ：This study aims to investigate a multinational company’s global marketing strategy in certain emerging market-whether the company should deploy standardization strategy or not. This paper takes Dell Computers entering China as the case to study. Dell’s direct selling model is very successful in the US as well as in other counties across the world. In China, Dell