英语-戴尔电脑营销策略研究.docxVIP

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摘要

戴尔电脑公司于1984年由迈克尔·戴尔创立。多年以来，戴尔电脑公司革命性地改变整个行业，使全球的客户包括商业、组织机构和个人消费者都可以使用电脑。本文以戴尔电脑公司为研究对象，运用SWOT分析对戴尔电脑公司进行优劣势、机会与威胁分析,得出电脑行业竞争力大,同产品品牌竞争激烈。而后运用市场营销组合理论,从产品、价格、渠道、促销四个方面提出戴尔电脑公司营销策略改进方案。在产品方面要打造产品形象和加强产品设计；在价格方面要提升产品附加值，开展特价产品活动；在渠道方面要加大宣传力度；在促销方面要求线上和线下促销。最后，结合戴尔电脑企业实际，给出了相应的营销对策建议，希望本文的研究能对戴尔电脑今后的发展带来参考。

关键词：戴尔电脑；营销策略；SWOT分析；对策建议

ABSTRACT

MichaelDellfoundedDellComputerCompanyin1984.Formanyyears,DellComputerCompanyhasrevolutionizedtheentireindustry,allowingcustomersworldwide,includingbusinesses,organizations,andindividualconsumers,tousecomputers.ThisarticletakesDellComputerCompanyastheresearchobject,andusesSWOTanalysistoanalyzeitsstrengths,weaknesses,opportunities,andthreats.Itisconcludedthatthecomputerindustryhasstrongcompetitivenessandfiercecompetitionwithproductbrands.Then,usingthetheoryofmarketmarketingmix,thispaperputsforwardthemarketingstrategyimprovementplanofDellComputerCompanyfromfouraspects:product,price,channelandpromotion.Intermsofproducts,itisnecessarytocreateaproductimageandstrengthenproductdesign;Intermsofprice,itisnecessarytoincreasetheaddedvalueofproductsandcarryoutspecialofferproductactivities;It’sneededtoincreasepublicityeffortsintermsofchannels;Requirebothonlineandofflinepromotionsintermsofpromotion.Finally,basedontheactualsituationofDellcomputercompanies,correspondingmarketingstrategiesandsuggestionsareprovided,hopingthatthisstudycanprovidereferenceforthefuturedevelopmentofDellcomputers.

Keywords：DellComputer;marketingstrategy;SWOTanalysis;countermeasuresandsuggestions

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TOC\o1-3\h\uTableofContents

26805ChapterOneIntroduction 1

25018ChapterTwoSummaryofRelevantTheories 2

2652.1SWOTAnalysis 2

296862.24PTheory 2

10260ChapterThreeSWOTAnalysisoftheDellComputer 4

99153.1Competiti