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1、Dell'smarketingmodelDirectory1.Thefeaturesofdellmarketingmodel2.Threegoldprinciples3.FivedefectsofDellmarketingmodel4.Dell'sdirectsalesinChina5.summaryDellmodelbehindthesuccessDellbelievesthatitsaddedtotheescalatingcompetitionintheself-developedproducts,a
2、sothershavemadeuseoftheinvestment,thecompaniesfocusoncustomerdeliverymethodsandsystems.ThisverysimpleideaTaizhiruoyuthathecreatedtheworldwiderecognitionofDell'sdirectmodel.Theso-calleddirectmarketing,referstotheproductwithoutintermediatelinksresaleanddire
3、ctsalestousersofsales.Dell'srapidgrowthandskyrocketingsharepricesonWallStreet,provedtobeaveryeffectivewayofmarketing.Howtomakeaseeminglysimpledirectmodelcanrunsmoothly,andhowitsproductshaveacompetitiveadvantage,whatisknownastheFordassemblylineafteranother
4、"industrialrevolution"behindthesuccessofDellmodelisit?戴尔认为，与其加入到不断升级的自主开发产品的竞争中，不如利用别人已作的投资，把企业的注意力放在客户的供货方式和系统上。这个非常简单的大智若愚的想法使他创造了全球广泛认同的戴尔直销模式所谓直销，就是指产品不经过中间环节转售而直接销售给用户的销售方式。戴尔公司的迅速发展和在华尔街股票价格的扶摇直上，证明这是一种非常有效的市场销售方式。如何让看似简单的直销模式能够流畅地运转，如何使其产品具有竞争优势，被称
5、为福特流水线之后的另一场“产业革命”的戴尔模式成功的背后是什么呢?DellmodelbehindthesuccessIn1988,Dell'ssharesarepubliclytradedissue,"DirectMode"officiallydeclaredthestartfromthebeginning,theirdesign,manufactureandsaleoftheentireprocess,withregardtolisteningtocustomerfeedback,reflectingc
6、ustomers'problems,tomeetcustomerrequirementsforthepurpose.Inthepast10years,manycomputermanufacturerswanttobypassretailersanddirectsales,butmosthaveendedindefeat,whileDell'sdirectsaleshasbeensuccessful,sowehavetoanalyzewhathismarketingmodelfeatures:1988年，戴
7、尔公司股票公开上市发行，“直接模式”正式宣告开始.从一开始，他们的设计制造和销售的整个过程，就以聆听顾客意见、反映顾客问题、满足顾客所需为宗旨。在过去10年里，许多计算机制造厂商都想绕过零售商而进行直接销售，但大多都以失利告终，而戴尔的直销却获得了成功，因此我们来分析一下他的营销模式的特点。1.Directcontactwithcustomers.Throughoutthedesign,manufacturingandsalesprocessistolistentocustomerfeedback,ref
8、lectingcustomerneedsasthestartingpoint.2.Usingthemostpopularnetworkofdirectsales,makingcaremoreconvenienttopurchasecapacity,thusgreatlyimprovingtheefficiencyofsales.3.Thepriceadvantageisoneofthefactorsmostcompetitiv
