DELL营销模式分析及其未来发展方向

On the marketing mode and its development tendency of DELL

DELL公司采用直销模式。该模式采用网站及免费热线电话等和用户沟通,按照用户要求制造计算机并直接向用户发货。该模式优势在于:直接面对终端用户;减少中间环节,降低了成本;实施"零库存"管理;用户得到高质量的服务;易实施纸成本扩张。公司合理科学的组织结构实现了高效率;相对较高的宣传投入提高了企业和品牌的知名度。该模式在中国由于群众对直销方式不习惯、电子商务发展较慢及先交款再送货不习惯等因素的影响而发展较慢。建议在我国可设专卖或设专柜,先预付订金、货到付款等方式开拓市场。

DELL Computer Corp. adopts the marketing mode of direct sales. This mode employs a website, toll- free calls and other things to communicate with customers. Computers are produced ac- cording to customers requirements and directly delivered to customers after production. As for this mode, there are many advantages： the company communicates with its terminal customers directly; the company decreases costs by reducing the intermediate links; the company executes the management of ＂ zero stocks＂ ; its customers can get quality services; the company can conduct expansion at low costs; the reasonable and scientific organizations of the company are effective in production; the comparatively high investment in advertising increases the reputation of both the company and its products. However, this mode has not been well developed in China because of several masons： many Chinese are not ac- customed to the mode of direct sales; the e - commerce is under development; the practice of cash first and delivery second cannot be accepted by many customers. Therefore, this paper provides some solu- tions to those problems in order to expand markets. For instance, customers can pay earnest money in advance for companies and pay the rest after receiving the products of the companies.