Development Strategy Research Of Dell(China) MFG

With the advancement of social economy and the development of science and technology, manufacturing value chain has taken place in major changes. The high value-added sectors continue to be transferred to the upstream and downstream industry chain, and R&D and services have become a single, broad space for development of goods. With the declining profitability of the PC manufacturing industry, consumer demand increasingly stringent, and the worsening phenomenon of product homogeneity, Dell in2007, gradually and firmly started the transformation, from a traditional computer manufacturers into a full-service technology vendors.This paper takes a deep research in Dell China’s existing strategic management system by using the strategic management theoretical knowledge, tools, methods, data analysis, business research and high-level interviews. In this process, through the use of PEST analysis and five forces model analysis, and analysis of internal resources and capabilities, this paper tries to explore the problems and shortcomings, combined with the forefront of theoretical research results of the strategic management, and offers proposal of Dell China for large-scale manufacturing market development strategy.Based on the needs of Dell’s strategic transformation and China’s manufacturing industry development trend, combined with the practical work of the author’s own, with Dell China faced large-scale manufacturing enterprises in the research object, combined with the strategic management framework, there is a in-depth analysis of Dell China’s large-scale manufacturing information market facing environment, development profile and trends, and competition situation; analysis from multiple perspectives of human resources, financial resources, corporate culture and operational capacity of internal resources and capabilities, competition structure, as well as the enterprise’s own strengths and weaknesses. In this paper, based on the theory of business ecosystems and customer value theory, it proposed market positioning, development of ideas and objectives and strategic focus. It also took a study on the strategy of Dell China should take from product innovation, customer value innovation, open platform, organizational structure, human resources, corporate culture other aspects. A number of specific measures were put forward, such as digging deeper into customer value, enhancing customer value innovation, increasing the platform and opening up, and strengthening the M&A integration management. These measures on the development of Dell China were very targeted and instructive, and had implications for the development of related businesses in China.