戴尔公司(Dell Inc.)采取了出人意料的举措，以振兴其游戏专用PC业务：放弃几款最受欢迎的机型，把重点放在它认为的重头产品线上。 Dell (Dell Inc.) Adopted a surprising move, the game is dedicated to the revitalization of its PC business: to give up several of the most popular models, which focus on re-think the first line of products.
这一新战略是戴尔更为宏大的翻身仗的一部分。 Dell's new strategy is more ambitious stand up battle. 去年，其整体PC销量落后于对手惠普公司(Hewlett-Packard Co.)，目前也极力想在消费PC上实现利润。 Last year, its overall PC sales lag behind rivals Hewlett-Packard (Hewlett-Packard Co.), Is also trying to achieve in the consumer PC profits. 专门用于玩游戏的高价游戏PC是个小众市场，但可能会影响PC的设计趋势，并影响主流买家。 Dedicated to playing the game of high-priced PC gaming is a niche market, but may affect the PC design trends and influence mainstream buyers.

据市场研究公司国际数据公司(IDC)的信息，完备的游戏PC配备了强大的处理器、更大的存储空间和漂亮的三维图形显示，起价约2,000美元，还可能更高，而普通的桌面PC价格为700美元左右。 According to market research firm International Data Corporation (IDC), complete games PC equipped with powerful processors, more storage space and beautiful three-dimensional graphics display, starting at about 2000 U.S. dollars, may also be higher, and common Desktop PC is priced at around 700 U.S. dollars.

下个月，戴尔将开始逐步淘汰XPS个人电脑产品线中的4个游戏系统，让其2006年收购的Alienware产品线成为唯一面向出手大方的游戏玩家的产品。 Next month, Dell will begin to phase out XPS personal computer product line in Game 4, 2006 its acquisition of Alienware's product line for the only open shot of the game players. 游戏玩家基本上是男性，年龄大多在18至34岁之间。 Basically, gamers are men, mostly in the age 18-34 years old. 位于得克萨斯州朗德罗克的戴尔旗下的一个游戏设计和开发部门将负责目前的7款Alianware机型。 Texas, at Dell Langdeluoke's a game design and development department will be responsible for the current 7 Alianware models.

这是一个早已成熟但仍风险较大的举措。 This is already a mature but still risky move. Alienware多彩的机箱和精细的技术令它在目前总额120亿美元左右的游戏PC市场跻身前列。 Alienware's colorful chassis and sophisticated technology to make it in the current total of 12,000,000,000 U.S. dollars or so games into the forefront of the PC market. 然而，在继续将XPS游戏机型与收购的机型一道进行营销的戴尔，Alienware却陨落了。 However, XPS gaming machines will continue with the acquisition of a marketing model of Dell, Alienware is the fall. 加利福尼亚州Tiburon 的市场观察公司Jon Peddie Research的游戏分析师特德•波拉克(Ted Pollak)说：“Alienware的部分魔力不见了。” Tiburon, Calif., company's market observation of the game Jon Peddie Research analyst Ted • Pollack (Ted Pollak), said: "Alienware's part of the magic disappeared."
20岁的匹兹堡大学(University of Pittsburgh)学生戴夫•卡米克(Dave Kemick)说，他今年早些时候挑选游戏电脑时，很快就将Alienware排除在外。 20-year-old University of Pittsburgh (University of Pittsburgh) student kamyk • Dave (Dave Kemick) said that he was selected earlier this year, computer games, Alienware will soon be excluded. 他说到Alienware时表示：“其他电脑已经取代了它们。”携Alienware加入惠普的亚瑟•刘易斯(Arthur Lewis)最近被任命为戴尔游戏PC部的负责人，他说，这个品牌依然是市场上的重要品牌。 He said that Alienware, said: "Other computers have replaced them." Alienware's accession to carry Hewlett-Packard • Arthur Lewis (Arthur Lewis) was recently appointed as the Dell PC games of the person in charge of the Department, said that the brand is still on the market The major brands. 他说，这次合并让戴尔将市场力量集中到一个品牌上。 He said that the merger will allow Dell to market forces to focus on a brand. 他说，戴尔还计划终止XPS的营销，比如正在进行的与广受欢迎的电脑游戏魔兽世界(World of Warcraft)搭卖的战略。 He said that the Dell XPS also plans to terminate the marketing, such as on-going with the popular computer game World of Warcraft (World of Warcraft) tie-in sales strategy. 戴尔没有透露该产品线的销售数字。 Dell did not disclose the product line sales figures. 游戏业务对这家PC制造商的翻身很重要。 PC game business in this home manufacturers stand up is very important. 戴尔认为游戏玩家的购买决定会影响其他PC买家。 Dell gamers that the decision would affect the purchase of other PC buyers.

能实现发电子邮件、处理文档、上网等多种用途的游戏PC在价格不那么昂贵的游戏装备面前也败下阵来。 To achieve e-mail, document processing, Internet, and other multi-purpose PC games in the prices of less expensive equipment before the game was also defeated. 任天堂公司(Nintendo Co.)、微软(Microsoft Corp.)和索尼公司(Sony Corp.)价格在300至500美元之间的游戏机去年首次与游戏PC齐头并进。 Nintendo (Nintendo Co.), Microsoft (Microsoft Corp.) And Sony (Sony Corp.) Price of 300-500 U.S. dollars in between games for the first time last year, and PC games go hand in hand. 波拉克说，游戏机的销售额今年预计将超过基于PC的游戏机。 Pollack said that the video game sales this year expected to exceed PC-based game.
2006年，戴尔收购了位于迈阿密的Alienware，惠普也不甘落后地收购了同样以创新设计著称的小公司VoodooPC。 In 2006, Dell acquired Miami's Alienware, Hewlett-Packard is not far behind in the acquisition of the same innovative design of a small company that VoodooPC. 两家公司希望利用自己的影响力来巩固这个由小公司和白手起家的营销人员占主导地位的市场。 The two companies hope to use their influence to the consolidation of small companies and start from scratch by the marketing staff dominated the market.

惠普吞掉了Voodoo品牌，将自己的品牌放在第一位。 Hewlett-Packard down the Voodoo brand, its own brand in the first place. 现在该公司正在宣传Blackbird游戏PC拥有Voodoo血统。 Now the company is Blackbird publicity PC games have Voodoo descent. 而相比之下，戴尔就让Alienware独立发展，并营销自己品牌的产品。 The comparison, the Dell Alienware let an independent development, and marketing its own brand products. 戴尔计划通过元件的联合采购来实现该品牌的规模经济效应，从而提振Alienware的盈利水平。 Dell plans through joint procurement of components to achieve economies of scale of the brand in order to boost the profitability level of Alienware.

刘易斯表示，在收购之后需要花一段时间才能产生结余。 Lewis said that after the acquisition, will take some time to have a balance. 知情人士表示，戴尔用了比预期更长的时间才把两个业务合二为一，而且戴尔的XPS系列侵蚀了Alienware的销售。 Informed sources said that Dell spent more time than expected before the two merged business, and Dell's XPS line of the erosion of the Alienware sale.

去年年底时，戴尔将Alienware的创始人调离了管理岗位，让他们从事产品开发。 The end of last year, Dell Alienware will be out of the founder of the management positions, so that they engage in product development. 拥有律师资格、曾任Alienware副总裁的刘易斯负责的是公司整个游戏PC部门。 Bar owner, a former vice president of Alienware's Lewis is the company responsible for the entire PC gaming sector. 刘易斯表示，他很快就认识到XPS和Alienware自相残杀不会带来任何好处。 Lewis said he quickly recognized the XPS and Alienware will not bring any good to fight against each other.

其结果是目前大家都在研究一系列超越Alienware的新品，刘易斯将这些用全新材料制造外壳的产品命名为“passe”。 As a result, we are currently studying a series of new products beyond the Alienware, Lewis will use these new materials Shell products named "passe". 他认为“passe”品牌还有很多的准备工作需要完成，并指出戴尔的客户调查显示Alienware仍然深得游戏玩家的喜爱。 He believes that "passe" There are many brands of the preparatory work to be done, noting that Dell's customer survey shows that Alienware is still won the game's favorite players.

虽然刘易斯对此保持乐观，但他也承认Alienware想在戴尔这个更大的集体中保持受玩家青睐的惊世骇俗的特质绝非易事。 Although Lewis expressed optimism, but he also acknowledged that Dell, Alienware would like a bigger player by the group in favor of maintaining the forbidden nature is not an easy job. 他指出，即便在和戴尔合并之前，保持这样的企业文化都会时常面临挑战。 He pointed out that even in the Dell and prior to the merger, to maintain this kind of corporate culture are often faced with the challenge.

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