戴尔公司的直销模式

戴尔公司的直销模式

摘要

众所周知，戴尔公司是以直销模式称雄的，具有强大的网站优势，无论面向哪类客户，戴尔均强调直接的客户体验。其直接经营模式的最大特点在于不经过任何代理商、经销商或终端零售商，实现了厂家和消费者之间无缝虚拟整合，从而使厂家能保持低成本、高效率的业务运行，并且确保了统一的价格体系，避免了部分经销商为追求销售量而盲目降价出售而导致市场价格混乱。而消费者也能有效避开渠道中的种种陷阱，并实现按需和个性化的定制。戴尔注重经营理念的创新。戴尔公司在创始之初就坚持其“黄金三原则”: 第一, 摒弃库存; 第二，坚持直销; 第三, 让产品与服务贴近顾客。这三项原则, 极大的降低了公司的营销费用, 产生了一种新的经营方式, 一种不同与企业传统营销的经营模式———直接掌握销售信息、确定销售标准、与顾客直接沟通、满足顾客的个性化设计, 接受定单之后投产的生产模式。

戴尔创造了企业界的一个奇迹。戴尔的成功绝不是偶然，它主要来源于：坚持直销模式、追求零库存、出色的供应链管理、视效率为生命等。

关键词：戴尔，直销，营销渠道，渠道控制，贴近顾客，虚拟整合

DELL'S ELECTRONIC BUSINESS MODE AND MARKETING METHODS

ABSTRACT

As is known to all, dell is direct sales model of the claim, with a strong web site advantage, no matter what kind of customer oriented, dell are stressed direct customer experience. The direct business model of biggest characteristic is to pass through any agent, distributor or terminal retailers, manufacturers and consumers realized the seamless "virtual integration", so that the manufacturer can keep a low cost and high efficiency of the business operation, and ensure that the price of a unified system, avoid some of the dealer for sales and blind pursuit sale and lead to market price confusion. And as consumers can effectively avoid the trap of all kinds of channels, and realize the on-demand and personalized customization. Dell pay attention to the innovation of the management idea. Dell in founding the beginning of the insists its "golden three principle" : first, abandon the inventory; Second, uphold direct marketing; Third, let products and services to customers. These three principles, greatly reducing the company marketing costs, producing a new mode of operation, a different and enterprise of traditional marketing business model--- directly master sales information, sure, and customers of direct sales standard communication, meet the customer's personalized design, accept the order of production mode after operation.

Dell created one of the highlights of a miracle. Dell's success is never accident, it mainly comes from: adhere to the direct sales model, the pursuit of zero inventory, excellent supply chain management, depending on the efficiency of life, etc.

KEY WORDS：

Dell, direct marketing, marketing channel, and channel control, close to the customer, the virtual integration

目录

前言 (1)

第1章分销渠道概述 (2)

1.1 分销渠道的基本概念 (3)

1.2 分销渠道的种类 (3)

1.3 直销 (3)

1.3.1 直销的含义 (3)

1.3.2 直销的特点 (4)

第2章戴尔公司所采用的直销模式............ 错误！未定义书签。

2.1 戴尔公司概况......................................................................... 错误！未定义书签。

2.2 戴尔公司的经营模式............................................................. 错误！未定义书签。

2.3 “戴尔”模式的原则 (7)

2.4 戴尔公司的电子商务 (8)

2.4.1 戴尔公司的网站优势 (8)

2.4.2 戴尔公司的网络直销 (8)

2.4.3 戴尔公司网络直销的八个步骤 (9)

第3章戴尔公司的困境与出路 (10)

3.1 戴尔选择的直销渠道面临的困境 (10)

3.2 戴尔产生困境的原因 (10)

3.1 戴尔面对困境的完美转变及出路 (11)

第4章对戴尔直销渠道的评价 (13)

4.1 戴尔与联想的较量 (13)

4.2 戴尔公司的成功经验 (14)

4.3戴尔经营模式的缺陷 (17)

4.4戴尔哲学 (18)

结论 (19)

参考文献 (20)

致谢 (21)