1、 Dells marketing model Directory1.The features of dell marketing model2.Three gold principles3.Five defects of Dell marketing model4.Dells direct sales in China5.summaryDell model behind the success Dell believes that its added to the escalating competition in the self-developed products, as others

2、have made use of the investment, the companies focus on customer delivery methods and systems. This very simple idea Taizhiruoyu that he created the world wide recognition of Dells direct model. The so-called direct marketing, refers to the product without intermediate links resale and direct sales

3、to users of sales. Dells rapid growth and skyrocketing share prices on Wall Street, proved to be a very effective way of marketing. How to make a seemingly simple direct model can run smoothly, and how its products have a competitive advantage, what is known as the Ford assembly line after another i

4、ndustrial revolution behind the success of Dell model is it? 戴爾認為，與其加入到不斷升級的自主開發(fā)產(chǎn)品的競爭中，不如利用別人已作的投資，把企業(yè)的注意力放在客戶的供貨方式和系統(tǒng)上。這個非常簡單的大智若愚的想法使他創(chuàng)造了全球廣泛認同的戴爾直銷模式 所謂直銷，就是指產(chǎn)品不經(jīng)過中間環(huán)節(jié)轉(zhuǎn)售而直接銷售給用戶的銷售方式。戴爾公司的迅速發(fā)展和在華爾街股票價格的扶搖直上，證明這是一種非常有效的市場銷售方式。如何讓看似簡單的直銷模式能夠流暢地運轉(zhuǎn)，如何使其產(chǎn)品具有競爭優(yōu)勢，被稱為福特流水線之后的另一場“產(chǎn)業(yè)革命”的戴爾模式成功的背后是什么呢? Del

5、l model behind the success In 1988, Dells shares are publicly traded issue, Direct Mode officially declared the start from the beginning, their design, manufacture and sale of the entire process, with regard to listening to customer feedback, reflecting customers problems, to meet customer requireme

6、nts for the purpose. In the past 10 years, many computer manufacturers want to bypass retailers and direct sales, but most have ended in defeat, while Dells direct sales has been successful, so we have to analyze what his marketing model features: 1988年，戴爾公司股票公開上市發(fā)行，“直接模式”正式宣告開始.從一開始，他們的設(shè)計制造和銷售的整個過程

7、，就以聆聽顧客意見、反映顧客問題、滿足顧客所需為宗旨。在過去10年里，許多計算機制造廠商都想繞過零售商而進行直接銷售，但大多都以失利告終，而戴爾的直銷卻獲得了成功，因此我們來分析一下他的營銷模式的特點。1.Direct contact with customers. Throughout the design, manufacturing and sales process is to listen to customer feedback, reflecting customer needs as the starting point. 2. Using the most popular n

8、etwork of direct sales, making care more convenient to purchase capacity, thus greatly improving the efficiency of sales. 3.The price advantage is one of the factors most competitive direct. Relative to value-added resellers, since bypassing retailers, less expensive, and thus play a real productivi

9、ty advantage.1、直接同顧客聯(lián)系。整個設(shè)計、制造和銷售過程都是以聆聽顧客意見、反映顧客需求為出發(fā)點。2、利用最流行的網(wǎng)絡(luò)進行直銷，使顧容的購買更加方便快捷，因而銷售的效率也大大提高。3、價格優(yōu)勢也是直銷最具競爭力的因素之一。相對于增值轉(zhuǎn)銷而言，由于繞過了零售商，價格較為低廉，因而真正發(fā)揮了生產(chǎn)力的優(yōu)勢。Features of Dell marketing modelTraditional & straight sales sales model Straight sales concern is to establish a direct relationship with the

10、 customer, so that customers can interact directly with the manufacturers. Whether via the Internet or face to face interaction by phone, or with the salesperson, Dells customers can very easily find what they need machine configuration. By straight sales model, customers can not only interact direc

11、tly with Dell, you can buy a computer with a good price-performance ratio, and receive a good return on investment because Dell offers the latest technology and the most perfect service. 直線銷售關(guān)注的是與顧客建立一種直接的關(guān)系，讓顧客能夠直接與廠家互動。不管是通過國際互聯(lián)網(wǎng)，還是通過電話，或者與銷售員面對面互動，戴爾的顧客都可以十分方便地找到他們所需要的機器配置。 通過直線銷售模式，顧客不僅可以直接與戴爾公司

12、互動，可以買到具有很好價格性能比的電腦，收到很好的投資回報，因為戴爾提供的是最新技術(shù)和最完善的服務(wù)。Insist on direct sales 1、 Establish channels of a contact with customers by Dell, Dell sent by the client directly to the order, the order may be required configuration detail, then the Dell as a single production. Dell calls direct model is essentia

13、lly simplified, eliminating middlemen. 直接商業(yè)模式”Direct Business Model:由戴爾公司建立一套與客戶聯(lián)系的渠道，由客戶直接向戴爾發(fā)訂單，訂單中可以詳細列出所需的配置，然后由戴爾“按單生產(chǎn)”。戴爾所稱的“直銷模式”實質(zhì)上就是簡化、消滅中間商。 2、 market segments: a better understanding of the customer than the customer. 細分市場：比顧客更了解顧客abandon inventory1.Traditional distribution channels, drai

14、ns agent is stored goods, vendor inventory in the distribution channel is pressed, so to ensure that the so-called zero inventory. 2.You can also make-to-order Dell to achieve zero inventory goal. 3.Abandon inventory (with information instead of stock) is the core of Dells model. 1.傳統(tǒng)分銷渠道代理是存貯貨物的水渠，

15、廠商的庫存是壓在分銷渠道中的，這樣來保證所謂的“零庫存”。 2.按單生產(chǎn)還可以使戴爾實現(xiàn)“零庫存”的目標。 3.摒棄庫存(以信息代替存貨)是戴爾模式的核心。customer alliances Research customers, rather than competitors Dell depth study of the customer, rather than competitors.Thinking about the customer, do not always Guzhe competition, Dell and suppliers link between the pur

16、chase of raw materials is the key to its success. First, the value of competition between buyers and suppliers can be shared. Second, no matter what kind of new products, the ability to quickly circulate on the market the companys life and death are at stake and market share trends. 研究顧客，而不是競爭對手,戴爾深

17、入地研究顧客，而不是競爭對手想著顧客，不要總顧著競爭，戴爾與供應(yīng)商原料進貨之間的連結(jié)是其成功的關(guān)鍵。 第一，購買者與供應(yīng)商之間的競爭價值可以共享。 第二，無論是哪一種新產(chǎn)品，能否快速地流通到市場上都攸關(guān)公司的生死和市場份額的趨勢。The costs of direct marketing 1.Direct investment in advertising is very large 2.The company must first have an increasingly large and complex global information and communication netwo

18、rks, including free telephone and fax support. 直銷在廣告宣傳上的投入是非常大的,公司首先得擁有一個日益龐大和復雜的全球信息和通信網(wǎng)絡(luò)，包括免費的電話和傳真支持。 First, the use of modern information technology, timely access to information Second, the low inventory of zero inventory and parts Third, the faster capital turnover Price is highly competitive

19、1、資金周轉(zhuǎn)速度快 2、產(chǎn)品的零庫存和零件的低庫存 3、利用現(xiàn)代信息技術(shù)及時掌握信息 4、極富競爭力的價格Five defects of Dell marketing model1.Missing link between manufacturers cushion, easy to form a sharp conflict2.To reduce the excessive pursuit of cost, weakening Dell customer service support capability3.Outsourcing critical services has increas

20、ed the complexity of the process of service delivery, quality of service is not guaranteed.4.The results of the first, the cultural importance of large customers relative to the individuals interests contempt5.China is not complete, the confusion caused by the system1、廠家與之間缺少緩沖環(huán)節(jié)，容易形成尖銳的矛盾沖突;2、對降低成本

21、的過度追求，削弱了戴爾客戶服務(wù)的保障能力;3、關(guān)鍵服務(wù)的外包增加了服務(wù)流程的復雜性，服務(wù)質(zhì)量不能保證;4、業(yè)績第一、重視大客戶的文化使個人的利益相對受到輕視;5、中國的不徹底，造成體制的混亂Dells direct sales in China 1、 the conflict of its direct sales model and sales system with Chinese characteristics between. 首先是其直銷模式與中國特色銷售體制之間的沖突。 2、Chinas relatively backward infrastructure, including t

22、ransport and communications, and indeed is an indisputable fact, which for Dells future business development in China can not be said to be an obstacle. 中國包括運輸和通信在內(nèi)的基礎(chǔ)設(shè)施的相對落后，的確是一個不爭的事實，這對于戴爾今后在中國的業(yè)務(wù)發(fā)展不能不說是一個障礙。直銷這種模式具有很強的吸引力，但由于中國市場的特殊情況，戴爾在前進的道路上也面臨著諸多的挑戰(zhàn)。StrategiesBreaking the direct mode：1、Launc

23、hed commercial products Partner Program 推出商用產(chǎn)品合作伙伴計劃2、Agents for distribution 進行分銷代理 April 2008, Dell announced the launch of commercial products in the domestic partner program based on the direct mode, and hopes to further expand the coverage area of the domestic market, especially in cities outsi

24、de the region is expected to expand in the year one thousand partners . 08年4月，戴爾公司宣布在國內(nèi)推出基于直接模式的商用產(chǎn)品合作伙伴計劃，希望進一步擴大國內(nèi)區(qū)域市場的覆蓋能力，尤其是大中城市以外的區(qū)域，預(yù)計今年內(nèi)將拓展一千家合作伙伴。 VST Holdings and Hong Kong-listed Chinese companies Dell signed agency agreement, comprehensive distribution Distribution will begin on the dome

25、stic 12 provinces. 戴爾中國與香港上市的偉仕控股公司簽訂代理協(xié)約，將會就國內(nèi)12個省開始全面的分銷鋪貨。Dell service marketing concepts Dell service marketing concepts：1. Close to the customer approach is to sell computers directly to consumers, removing the profit retailers, put the money saved to return to the consumer.2. For Dell, the con

26、tact with the customer not only in order to promote the development of their business, but also in order to obtain information, close to the user.3. High-quality service that is tailored to4. Tailor-made truly zero inventory, high turnover made-to-order direct model enables Dell to win and really pl

27、ay to the advantages of productivity.1、貼近客戶的辦法是把電腦直接售到消費者手中，去除零售商的利潤，把這些錢省下來回報給消費者。2、對于戴爾公司來說，與顧客接觸不僅為了促進了企業(yè)業(yè)務(wù)的發(fā)展，同時也是為了獲取信息，貼近用戶。3、高質(zhì)量的服務(wù)就是要量身定做。4、“度身訂做”真正實現(xiàn)了“零庫存、高周轉(zhuǎn)。按訂單制的直銷模式使戴爾勝出，真正發(fā)揮了生產(chǎn)力的優(yōu)勢。Dell service marketing concepts Nuances amazing 細微之處別有洞天 1、Dells focus on optimizing every detail of the

28、operation of the entire enterprise, the pursuit of excellence. 2、Dells direct marketing and mass customization mode, it won a huge market 3、 Use of advanced computer technology to establish a sales network allows Dell mining companies to quickly customized according to the specific requirements of t

29、he customers product 4、 Dells direct sales model of mass customization and marketing concept is a revolution 戴爾公司的直銷和大規(guī)模定制的模式，使其贏得了巨大的市場；戴爾公司注重優(yōu)化整個企業(yè)運作的每一個細節(jié)，追求精益求精；利用先進的計算機技術(shù)建立起采的銷售網(wǎng)絡(luò)使得戴爾公司能夠迅速地按顧客的具體要求訂做產(chǎn)品；大規(guī)模定制和直銷模式是營銷理念的一次革命。Summary Dell challenges unique to China, while domestic enterprises not

30、 neglect the impact of Dells direct sales model. Such as domestic PC manufacturers, how to make your own operating system, the lowest cost of production, supply, minimum level is a serious problem. Only in manufacturing and other key sectors make an effort to continuously improve the manufacturing level, to reduce production costs to the international advanced level, in order to en