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1、戴尔电脑产品分析UnlikeLenovoandHP,whichhaverichexperienceinconsumerproducts,DELLhasalwaysbeenthePCgiantassociatedwithmurkyandboringbusinessmachines・InJanuary,DELLreleaseditshigh-enddesktopcomputer,followingthereleaseof8brightlycoloredlaptopslastyear・DELLcomputerisstrengthenin
2、gconsumerstrategysteadily,butthisstrategymeansthattheincreaseinretailchannelcost,thecorrespondingbrandmarketingcostswillalsoincrease,theoriginalproduction,supplychainmanagement,salesandservicecapabilitieswillbemoreimportant・DELL'sprofitmarginsweremodest,coupledwiththe
3、highcostofenteringtheretailmarket,puttingitsconsumerbusinessintoadeficitinthefourthquarteroflastyear・Thecostofdevelopingahugenewplaceisreallyexpensive・Obviously,DELLisfacingtremendouspressureandchallenges・ItspaststrategyseemstobenoIongereffective,andnewcorecompetencie
4、sneedtobeestablished.Highendconsumercomputersasanewfavorite,accordingtoIDCforecast,by2011,theconsumercomputermarketwillincreasebyanaverageannualgrowthrateof9.9%.Atpresent,consumercomputersmakeupabout40%ofthecomputerinclustry.Thehigh-endconsumercomputermarket,withhigh-
5、endlaptopsandhigh-enddesktops,isgrowingfaster・Inthethirdquarteroflastyear,laptopsaccountedfor45%ofallcomputersalesandwillreach50%thisyear・Behindthehigh-endconsumercomputers,DELL'sperformancehasbeendirectlybehindcompetitors・Lessthan15%ofDELL，srevenuescomefromconsumerco
6、mputers,wellbelowtheindustryaverageof40%・WhileitsmainrivalHPfrom2006beganimplementingthe〃controlofpersonalityintheworld"brandstrategy,payattentiontoproductdesign,improvetheconsumerexperienee,andsurpassDELLtobecomethelargestshareoftheglobalcomputerindustrymarket・Lastye
7、ar,DELLgrewmostslowlyamongthefivelargestcomputervendorsasbusinessgrewslowlyandconsumerspendingwasweak.Inthepast,thestrategywasnolongereffective,andDELL'scorecompetencywasthecostcontrolcapabilityofitsdirectsellingmode1.Throughtelephoneandnetworkdirectmarketing,DELLdire
8、ctlyprovidestheproductaccordingtotheenterprisecustomer'sdemand,hasreducedthechannelcost・DELLalsothroughefficientsupplychainm
