英文论文-在计算机市场上的营销策略∶经典案例研究之戴尔.doc

Strategies in the Computer Market : A Case Study of Dell Chapter 1 The Problem and Its Background ? Introduction The PC business is mature and its biggest players are desperate for new sources of growth, even if that means taking on entrenched players in an equally cutthroat business. Technological innovations that began as early as the 1600s - such as the first mechanical calculating device - have ushered our society into what is now called the information age.( 1986) ? In the PC market, few such technical barriers to entry were present. Existing technology typically has been widely available and components often manufactured by other firms. Despite the seemingly easy entry into the market, however, firm entry and new product introduction required sunken entry costs, such as establishing retail channels and advertising. With the continuously evolving market, few companies managed to survive in the market beyond one or two years. ? The extraordinary speed of todays computers is not the only important development. The rapid decrease in cost, a fiercely competitive market is also critical. Lower prices of computers occur when new technology is introduced at lower prices, which pushes the prices of existing technology even lower. As each new technological breakthrough makes its way into the market, the previous best product becomes very affordable. One company enjoyed an edge in the market when they introduced the next generation in microprocessors. It was not long until competitors caught up and introduced similar microprocessors at lower prices. To stay competitive, manufacturers must quickly slash prices and start planning their next better, faster product. This constant pressure has led the computer industry to reduce prices while continuing to improve their products. ? Project Overview In the PC market, existing firms have significant advantages over potential entrants (1979). For example, consumers are more likely to buy familiar brands, and older firms may hav