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【分析解答题】Dell says the problem is that it dropped prices too much.But deeper, more threatening forces are also now at play. The first is the resurgence of rivals, which have caught up withDell’s low price model.By driving prices down,Dell has unintentionally cut costs for its rivals too. "The supply chain has become as standardized as the components—the money has been wrung out," explains an expert.Dell, by not working through retail outlets, is still more efficient, but the cost benefits that this once brought have been whittled away. The second factor hurtingDell is that growth in the computer business is coming from the consumer market and emerging countries rather than the corporate market, in whichDell sells around 85% of its machines. Increasing sales to consumers is difficult forDell because individuals tend to want to see and touch computers before buying them. They also like to be able to return the machine easily if it breaks.Dell’s tack of retail presence, once ballyhooed as a benefit, has turned into grave disadvantage.
A、third problem facingDell is its exclusive use of Intel chips rather than lower-priced ones made by Intel’s sworn rivals,AMD、This arrangement letsDell buy chips inexpensively and benefit from Intel’s generous co-marketing programmes.But it has started to harmDell’s sales for higher margin computer servers.
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试题答案： 答案解析：戴尔表示问题在于降价过度，但从更深的层面来看，有其他的因素正威胁着它。 首先是竞争对手的重新崛起，他们的产品已与戴尔的廉价型号旗鼓相当。戴尔的降价无意中也帮助了对手降低成本。“供应链的每一个环节的标准都是统一的——固然资金被节省了出来。”专家解释道，“戴尔不走零售渠道，这使得它的效率高出不少，但这所带来的成本降低并未起到实质性的作用。” 重创戴尔的第二个因素在于，电脑业增长的来源是个体消费市场和新兴国家，但戴尔85％的电脑都销至公司团体。增加个体消费者的购买量对戴尔来说十分困难，因为个人消费者在购买前都希望看到并试用电脑样品。他们也希望当电脑出现故障时可以较方便地退还电脑。戴尔一度自吹自己的产品不上零售柜台带来的莫大的好处，而如今看来却成为重大缺陷。 戴尔所面临的第三个问题是戴尔专用因特尔芯片，而因特尔的死敌——AMD生产的芯片廉价得多。虽然戴尔可以因此以并不昂贵的价格购买芯片并享有因特尔大方的市场捆绑营销计划，但是戴尔却丧失了盈利更大的服务器市场。 document.getElementById("warp").style.display="none"; document.getElementById("content").style.display="block"; 查看试题解析出处>>