戴尔之变

The change of Dell

戴尔公司和国美电器的合作发布仪式选在了北京饭店的18层顶楼，这里视野广阔，可以鸟瞰长安街和故宫、天安门等景观。让很多参会的人略感不适应的是，由于电梯只到17层，人们不得不再步行一层楼梯才能进入大会议厅。不过，这番小小的曲折倒正好折射出这样一个道理：要想更上一层楼，有时候必须放弃“直接”的模式。

The ceremony of public announcement for the coopera tion between Dell and Gome is arranged at 18th floor- (conference hall)of Beijing Hotel,where there is a wide field of vision which facilitates enjoying the bird's-eye views of Changan Avenue, Forbidden City and Tiananmen Square.But many guests attending this ceremony come across a little inconvenience,and they have to walk a floor of staircase to arrive at the conference hall,because the elevators installed in the Beijing Hotel can only reach the 17th floor. However,such little inconvenience gives a hint to people:to want to climb up a higher floor,some- times the'direct'mode must be given up. Since its establishment. Dell has always adhered to its'direct-marketing'mode.In Dell's view,all the middle links in the process of selling PCs are unnecessary.To maintain low-cost operation,Dell has been holding its ground on'direct-marketing'mode,and the users must use telephone or Internet to purchase Dell PCs.But over time,things have changed,and today Dell is turning its views on its'direct-marketing'mode on its head.Such change has not only happened in China;early this year,Dell announced entering into Wal-Mart's more than 3000 retail stores in America.This indicated that Dell has given up its'direct- marketing'mode.In Japan and UK,Dell has respectively partnered with 2 retailing giants-Bic Camera and Carphone Warehouse to sell its PCs. To break into the distribution sector is only one part of Dell's change story.As early as the beginning of this year, Michael Dell,Dell's founder,announced his taking over CEO position,and launched the reviving action named'Dell 2.0'. From many aspects,such as the cost cutting,restructuring the product line,enhancing the services,and changing the unitary'direct-marketing'mode,Michael Dell is trying to revive Dell's super vigor and regain his honor in PC industry.