戴尔公司的营销策略分析.docxVIP

PAGE PAGE 23 戴尔公司的营销策略分析 ——以5000系列产品为例 摘要 随着二十世纪六十年代计算机的崛起和发展，一批计算机企业兴起发展。1984年,戴尔公司在美国建立，其特有的直接销售模式也就是直销模式，取得了非凡的业绩，成为全球销售量第一品牌。二十一世纪，日益激烈的市场竞争和戴尔自身发展问题，使得其在一些区域市场的销售额下滑，如何快速扭转不利局势，恢复市场地位、争得市场份额成为戴尔所要面对的重要问题。 本文以戴尔5000系列笔记本产品为分析主线，从罗伯特·劳特朋提出4C理论出发，利用波特五力模型分析戴尔公司的市场竞争环境，明确戴尔公司的竞争地位;利用 SWOT分析戴尔5000系列笔记本的优势与劣势，并寻找机会、规避威胁；然后对戴尔公司营销策略的现状进行分析，肯定了戴尔营销策略一定程度的成功。指出其存在的问题，并提出了一些改进的建议。 关键词：戴尔；4C；营销策略 Analysis of DELLs marketing strategy ——In 5000 series of products as an example Abstract With the rise and development of computer in 1960s, a group of computer enterprise.1984 years of development, DELL company established in the United States, its unique direct sales model is the direct sales model, have achieved remarkable results, becoming the first brand of global sales. In twenty-first Century, the increasingly fierce market competition and DELLs own development problems, making its sales in some the regional market downturn, how to reverse the adverse situation, restore market status, gain market share has become an important problem faced by DELL. In this paper, the DELL 5000 Series notebook products for the analysis of the main line, from Robert Lauter proposed the 4C theory, analysis of DELLs market competition environment by using the Potter five forces model, clear DELL companys competitive position; analysis of advantages and disadvantages of DELL 5000 Series notebook with SWOT, and look for opportunities, avoid threats; then the status quo of marketing strategy the DELL company is analyzed, affirmed the marketing strategy of DELL success in some degree. Points out the existing problems, and puts forward some suggestions for improvement. Key words: DELL; 4C; marketing strategy 目录TOC \o 1-3 \h \u 第1章 绪论 1 1.1研究背景及意义 1 1.1.1研究背景 1 1.1.2研究意义 1 1.2国内外文献综述 2 1.2.1国外文献综述 2 1.2.2国内文献综述 2 1.3研究内容及方法 3 1.3.1研究内容 3 1.3.2研究方法 3 第2章 戴尔公司发展概述及5000系列产品概述 4 2.1戴尔公司发展概述 4 2.2 5000系列产品概述 4 第3章 戴尔公司营销环境分析 5 3.1宏观环境分析 5 3.1.1政治法律环境