戴尔模式与中国直复营销

Dell Model and the Direct-Composite Marketing in China

中国的直复营销刚刚起步,缺乏对直复营销内涵的深刻理解,存在着重“直”轻“复”、商业信用缺失等问题,中国直复营销运作体系现阶段应采取对客户进行资源管理,建立客户访问制度,制定针对直复营销商业运作的消费者权益保护法规等措施,通过建立适合我国市场条件的配送模式和基于服务体系的战略联盟,探索具有中国特色的直复营销模式。

In China the direct-composite marketing is now in its first stage.Busine ss men in this field generally pay more emphasis on the direct marketing than on th e composite one due to the lack of understanding on the connotation of the direc t-composite marketing.At this moment,in order to establish a direct-composite m arketing system in China,such measures should be taken:to perform the costumers ,resources management,to set up regulations on costumers ,interview,to work out laws to protect costumers ,rights in the direct-composite marketing environment,and to find out the direct-composite marketing model with Chinese features through establishing the distribution pattern suitable for Chinese market and organizing strategic allian ces based on the service system.