戴尔在中国的直销模式转型研究

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1、厦门大学硕士学位论文戴尔在中国的直销模式转型研究姓名：吴洁申请学位级别：硕士专业：工商管理指导教师：林志扬20090401AbstractAsweknow,DELLdirectmodelwithitslowcostandzeroinventory,quickresponsetomarketchangesandcustomerrelationshipmanagementfeaturescontributesagreatdeaItoDELL*Ssucce$s.However.withtheeconomicenvironmentandthe•nternat•0na1•zat•m0d

2、e1restrictthefurtherdcVc10pmcnttegyref0rmedthedrectmtry•1ngtomakeabctterdcVc10Pmentsngchannc1sandtheeffect•vec0mb•nsm0de1s■Based0nthcana1yytakeDELL(Ch•1na)Ltd■c0unters10ca1■1zresistancethiepustomersexPect:;■1nternat•10na1■1zedea1esmode1•sc0nduc•further•1mproVementdg10ba1retai1network9•1twi1

3、1exP11sma11andmed•1um—aonofDELL,manyexistingproblemsofthedfDELL・Therefore,DELLlaunchedMDELL2・delandadoptedmulti——channaccforDELLbythcwidcningoationofsalesisofexistingproblemsofdielsalesmodfvariousmarectmodel,mainlirectmodelensizedroup.paperarguesasallexample,suchasd:ationrovidedservicequa1i

4、tyfailstomeetcationofanntcrprisc,itpointsoutthatmulti—channelsetofDELL^SesLabiishedbusinessperformanceanitthemarketofindividualconsumersandareaseon,thisndeffective1yexpandsDELL^SpotthataSuccessofDELL'Sdirectsalesmodelentialusergu1t•1—channc1sa1csm0de1andtheeffeetivecountermeasuresittakesoTh

5、emajorchallengesDELLfacedbyad0Ptingmu1t•1——•channe1sa1esmode1arethebalanceofthetwochanne1s■directandretai1,theincreaseofcost,thechallengeofsupplychainmanagement9meetingcust0merrequ•rementandimprovingtheservicequa1ity.Regardingthec0untcrmcasurcstothcchallcngcs,thepaperputsforwardthec0nceptof

6、ref0rminginustdependonDELL'Sfullyunderstandingofthechallengesfacedbyadoptingthemmarkct■1ngchannc1,•1temphas•1zesthatDELLneedst0estab1•1shpowerfu1d■1st■r1but■1onchanne1s,impr0Vechanne1dea1ers，s:a1es:ski11andres01Vec0nf1ictsbetweendirectanddistr■1butionchannc1andc0ntro1c0st0fmult■1—channc1mar

7、kctingmodc1fina11ythroughtheestab1ishinent0fperfectserV•1cesystem,imPr0VeserV•1cequa1ityt01eadDELLdirectsa1esm0de1transfert0mu1t•1•channe1sa1esm0de1t0theSuccess■Kcywords：DELL；DircctModcl；Multi・channcISa1csModc1厦门大学学位论文原创性声明本人呈交的学位论文是本人在导师指导下，独立完成的研究成果。本人