Abstract
With the development of Web 4.0, digital business become an essential part of marketing nowadays which inspire more company build digital business strategy. On this essay, Dell as an example will be analyzed on opportunities and challenges with web 4.0. On this essay, RACE model will be applied to analyze the issues facing by Dell which help them to get engagement with potential customers and covert these customers to realize marketing goals. And SERVQUAL model is used to find weaknesses of Dell on their online marketing. After exploring current situation, revised strategy including segmenting, positioning, and targeting will be given to help Dell improve their relationships between customers and company. Finally, some problems of laws need to pay attention to.
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