浅析戴尔直销模式在华困境和对策.docVIP

Word格式 PAGE 完美整理 浅谈“戴尔”直销模式在华困境及对策 收稿日期2010-10-9 摘 要 “戴尔”公司从1984年创立至今，已成为全球第一大直销电脑公司，在全球34个国家设有销售办事处，产品和服务超过170多个国家和地区。“戴尔”以一套与众不同的营销模式，在较短的时间里发展成长为世界IT业的“沃尔玛”，无疑创造了信息产业的一个神话。更值得注意的是，在IT界平均增长率为16%到17%的时候，“戴尔”公司却维持着30%到40%的持续增长率。 “戴尔”之所以取得如此大的成功，应该归功于其闻名于世的直销模式。在该模式的引导下，“戴尔”公司飞速发展，在二十多年的时间里，从一间校园作坊发展成为IT巨头。“戴尔”直销模式也成为业界讨论研究的重点，许多学者、企业、甚至各国政府都希望通过对直销模式的研究，得到其取得成功的启示。所以“戴尔”直销模式不仅是IT业界学习的榜样，其他各行业也希望通过学习“戴尔”直销模式的精髓，开辟一条适合本企业快速发展的有效途径。但直销模式也并非万能模式，随着市场饱和、产品同质化、消费需求的转变，单一的直销模式逐渐显现出它的缺陷。因此，从2007年开始，“戴尔”逐步改变了其直销信仰，涉足分销。“戴尔”取得如此大的成功，必然直销模式具有其明显的特征，所以本文先对“戴尔”的直销模式的特征进行介绍，再引出直销模式现今在华的巨大困境并分析其发生原因，最后提出“戴尔”直销模式需要的应对策略。 关键词：“戴尔” ； 直销模式 ； 原因； 对策 Abstract Dell company founded in 1984, has become the first direct computer company in 34 countries, has sales offices, products and services more than 170 countries and regions. Dell with a unique marketing model, in a short time grown into the worlds IT industry development of the Wal-Mart, no doubt created a myth of the information industry. More noteworthy is that, in the IT industry average growth rate of 16% to 17% of the time, the Dell company has maintained 30% to 40% of the sustainable growth rate. Dell, the reason why the success achieved so much should be attributed to its famous direct sales model. In this mode, Dell under the guidance of company is developing rapidly, and in more than 20 years, from a campus workshop become IT giant. Dells direct sales model has become the focus of research, industry discussed many scholars, enterprise, or even governments all hope of marketing mode through its success, the enlightenment. Therefore, the Dells direct sales model is not only the IT industry learn from, other industries also hope to learn, Dells direct sales model of the essence, open up a business for the rapid development of an effective way. But marketing mode is not omnipotent, along with the market saturated, mode of consumption demand, product homogenei