浅析戴尔国际市场直销模式的启示.docVIP

浅析戴尔国际市场直销模式的启示 摘 要 计算机是从1960年开始发展的，戴尔公司把握住了机会，从而成为了世界上优秀的计算机公司。美国戴尔计算机公司成立于1984年，其独特的直销模式“为客户定制计算机系统并将产品直接交付给客户”，取得了巨大的成功，成为发展最快的计算机公司。随着公司从生产转向市场概念，营销已达到前所未有的水平，从许多成功案例中，制定正确的营销策略，最大化营销能力以及在现实情况下专注于营销创新是每个企业都必须面对的挑战。 本文分析了戴尔公司现有的营销策略，首先阐述本论文的相关基础理论，其次以戴尔公司为案例，分析了戴尔公司在直销发展现状，发现了存在的一些问题，如“销售人员素质参差不齐、管理乏力、直销模式简单”，面对这些问题，提出了一些可行性的建议，通过听取客户意见及改变营销模式。如开创互联网+直销模式、听取客户建议、关注客户利益，使得戴尔公司在营销方面取得更好的发展。 关键词：戴尔；营销模式；建议 Analysis of the enlightenment of direct selling model in Dell international market Abstract Computers began to develop in 1960, and Dell took the opportunity to become an excellent computer company in the world. The American Dell Computer Company was founded in 1984. Its unique direct sales model customize computer systems for customers and deliver products directly to customers has achieved great success and has become the fastest-growing computer company.As the company shifts from production to market concepts, marketing has reached an unprecedented level. From many successful cases, formulating the right marketing strategy, maximizing marketing capabilities, and focusing on marketing innovation in reality are the tasks that every company must face. challenge. This article analyzes Dell ’s existing marketing strategy, first elaborating the relevant basic theories of this paper, followed by Dell ’s case as an example, analyzing the status of Dell ’s development in direct sales, and found some problems, such as “the quality of sales staff is uneven Qi, weak management, and simple direct sales model . In the face of these problems, some feasible suggestions were put forward, by listening to customer opinions and changing the marketing model. Such as creating the Internet + direct sales model, listening to customer suggestions, and paying attention to customer interests, Dell has made better development in marketing. Keywords: Dell；Marketing model；Suggest 目 录 TOC \o 1-2 \h \u 29630 一、前言 7 23837 （一）文献综述 7 16615 1.国外研究现状 7 5893 2.国内研究现状 7 11430 3.文献综述 7