戴尔直销的模式之优劣分析.docVIP

戴尔直销模式之优劣分析 　　The Advantage and Challenge of Dell’s Direct Model 　　Li Dan SinoSteel Corp. 　　 　　中图分类号：F713.5 文献标识：A 文章编号：1009-4202（2011）03-139-02 　　Abstract Dell Computer Corporation is a leading direct computer systems company,which was founded in 1984. It is an established brand that leads personal computer manufacturers in U.S. sales and overall online sales. Dell Computer Corp pioneered the direct model of selling PCs directly to the consumers. How it enabled Dell to manage its supply chain efficiently is discussed in this paper. 　　The focus of this paper is the supply chain management practices of Dell. Dell has been following its unique ‘direct build-to-order’ sales model for more than 20 years. Over the years,Dell’s supply chain efficiencies and direct sales gave it a competitive advantage. However,with the development of new technology and new products,Dell faces a lot of challenges as well. 　　The unique,direct-to-customer Dell model can no longer sustain competitive advantage. At the last part of this paper,several suggestions are put forward for Dell to achieve competitive advantage and gain market share. 　　Key word direct model competitive advantage challenge 　　 　　1.Dells Direct Model 　　A logistics system starts with the order,which has to be communicated through the whole supply chain and go through the logistics processes until the final physical delivery of the goods to the satisfaction of consumer. The aim of the logistics and supply chain management is to reduce order cycle time,reduce cost,and expedite the fulfillment process to the satisfaction of the customer. The task of the logistician is to reduce inventory and add value to the product and services wherever possible. 　　Dell also works the other end of the supply chain -- the customer -- to eliminate the evil of inventory. Essentially,it’s replacing inventory with information. The company keeps a massive database that tracks the purchasing patterns and budget cycles of its corporate