Dell Laptop Computer Company Chinese Marketing Strategy Research

With the rapid development of the notebook computer industry,Dell has an international position with direct sales marketing model.In 1987,Dell established an international development strategy and expanded its global business.As the largest Chinese market in the Asia-Pacific region,Dell began to enter China.After entering China,With Dell's international influence,it has achieved good results,but with the continuous growth of Chinese companies,Dell has been sticking to the direct mode in the Chinese market more and more inadequate,although Dell saw the problem,but has been in the marketing transformation to pay attention.This article uses marketing related theory,analyzes the marketing environment of Dell notebook company in China,uses PEST analysis and Porter's five-force model to conduct macro and industry micro analysis of Dell notebook company,and concludes that the notebook industry is competitive and competitive with product brands.At the same time,alternative entrants exist at any time,threatening the notebook industry,and alternative products begin to emerge.This is a threat to the notebook industry.In addition,monopolistic suppliers continue to have too high prices,buyers are constantly lowering prices,and the profits that can be obtained are constantly shrinking.However,there are problems in obtaining the status quo of Dell notebook companies through questionnaires.High price positioning,lack of product diversity,insufficient channel penetration,lack of innovation in promotion methods.And find out the reason that exists is:marketing strength is not enough,marketing mode change is not thorough,service system is incomplete.According to the theory of marketing combination,the marketing strategy of Dell notebook company is improved,and the product,price,channel,promotion and service are analyzed and improved.In terms of products,we must create product image and increase product diversity;In terms of price,we need to increase the value added of products and regular special sales activities;In terms of channels,we must increase the publicity of various platforms and adopt a dual sales model;In terms of promotion,it is required to integrate online promotions and enrich the lower limit of experience promotion activities;In terms of service,we must increase the physical store experience facilities and strengthen the company's special services.Based on the premise of the marketing strategy improvement scheme,the author puts forward the marketing strategy improvement scheme of Dell notebook company to put forward the safeguard measures for the marketing plan.In terms of pre-sales services and after-sales services guaranteed by the organization and marketing funds,it is required to set various marketing funds and set a special investment section to avoid financial risks and improve the treatment of core personnel in terms of human resources protection.At the same time,the manager of the distributor is required to train regularly,and the incentive mechanism must be continuously strengthened to ensure that the marketing strategy is carried out smoothly.