From August, 12, 1981, IBM Company officially launched the world's first personal computer-IBM PC. IBM PC pioneered the birth of the personal computer concept. Since then, humanity has entered the computer age; PC began to revolutionize human's life, work and even ways of thinking, represented by some computer manufacturers like Dell developed rapidly, according to International Data Corporation IDC’s survey, in 2008, the total global market PC sales will reach 302 million units, up to 12.8% over 2007. In 2010 reached 426.1 million units of total sales, the annual increase of about 7%.
Part I Introduction
Computer science and information technology is a powerful driving force for promoting the progress of human society. PC industry has always been a "fresh, stylish, healthy" industry, no matter the speed of the product with a new replacement, leading the characteristics, or green environmental protection requirements, PC were far more than the other traditional industries. Last 10 years, with rapid development of computer manufacturing technologies and processes, especially price competition in the increasingly competitive PC industry, gross margins become lower for PC manufacturers, and are not as good as used to do business, and consumer has more and more choice and the voice right. PC manufacturers ' profit margins under tremendous pressure, they began to seek various ways, including Quicken the pace of new-product development, make the prices lower, innovative business models, implementing strategic transformation, so as to build their competitive advantage, most typical example is Dell, this article will take Dell as an example, and use the CVA model to analyze.
Part II Findings
Dell's PC marketing strategy has a lot of character, and has the following main features:
1. Principles of direct marketing
Dell Company has established effective customer contact channels. By orders made by the customer directly to the Dell, orders can be detailed in... [continues]
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