戴尔电脑产品剖析(国外英语资料).docVIP

戴尔电脑产品分析 Unlike Lenovo and HP, which have rich experience in consumer products, DELL has always been the PC giant associated with murky and boring business machines. In January, DELL released its high-end desktop computer, following the release of 8 brightly colored laptops last year. DELL computer is strengthening consumer strategy steadily, but this strategy means that the increase in retail channel cost, the corresponding brand marketing costs will also increase, the original production, supply chain management, sales and service capabilities will be more important. DELLs profit margins were modest, coupled with the high cost of entering the retail market, putting its consumer business into a deficit in the fourth quarter of last year. The cost of developing a huge new place is really expensive. Obviously, DELL is facing tremendous pressure and challenges. Its past strategy seems to be no longer effective, and new core competencies need to be established. High end consumer computers as a new favorite, according to IDC forecast, by 2011, the consumer computer market will increase by an average annual growth rate of 9.9%. At present, consumer computers make up about 40% of the computer industry. The high-end consumer computer market, with high-end laptops and high-end desktops, is growing faster. In the third quarter of last year, laptops accounted for 45% of all computer sales and will reach 50% this year. Behind the high-end consumer computers, DELLs performance has been directly behind competitors. Less than 15% of DELLs revenues come from consumer computers, well below the industry average of 40%. While its main rival HP from 2006 began implementing the control of personality in the world brand strategy, pay attention to product design, improve the consumer experience, and surpass DELL to become the largest share of the global computer industry market. Last year, DELL grew most slowly among the five largest computer vendors as business grew slowly and consumer