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1、市场营销报告班级：国贸系三班作者：张艳鹍时间：2010年12月28日指导老师：张锡宝 DELL1 Brief introduce to dellDellImportant international computer manufacturing and sales company computers, as well as excellent Internet infrastructure equipment and service providers. The stock market symbol: DELL. Dell designs, manufactures and providin
2、g appropriate products and services to customer requirements, but also supply a wide range of software and peripherals. Dell provides a wide range of high-performance computer systems, including notebook computers, desktop computers, workstations, servers and storage products.Dell founder Michael De
3、ll man (Michael Dell). Dell's success is mainly due to the unique - Dell's direct sales model by, listening to our customers the most immediate needs, and industry-standard computing products and a full range of services directly to customers, and create the best Buying experience.The overal
4、l demand environment today is a "challenging environment", while Dell's highly efficient and customized direct sales model, specially designed to meet such an environment.2 Development of dell1984, Michael Dell founded Dell Computer Corporation1985 launched the first personal computer
5、to his own design - Turbo. Turbo Intel 8088 processor, processing speed is 8MHz 1987 became the first to provide Next Business Day Onsite computer systems products and services company, set up offices in the UK, began to expand the international market, Dell officially listed in 1988, initial public
6、 offering of 3.5 million new shares, priced $ 8.5 per share in 1989 Dell launched its first notebook computer Dell desktop computer Limerick in Ireland in 1990 to build production plant to supply Europe, the Middle East and Africa for the first time in 1992 by "Fortune" magazine as the wor
7、ld's five hundred enterprises in 1993, the top five manufacturers of computer systems in Australia and Japan Set up an office, entered the Asia Pacific market price of $ 8.5 in 1995, the first in Dell stock rose to $ 100 before the split Opened in 1996 in Penang, Malaysia, Asia-Pacific manufactu
8、ring center, Dell began selling computer products through the site to begin main network server market, one of the S & P 500 Index 1997 1,000 million Dell computers off the assembly line, common stock in the sub-Rose to 1,000 dollars per share, before demolition, Dell launched its first workstat
9、ion systems, online sales increased from $ 1,000,000 a day early, jumped to over $ 4,000,000 1998 expansion in the U.S. and Europe, production plant, and opened in Xiamen, China manufacturing and customer service centers, PowerVault storage products launched in 1999 in Nashville, Tennessee (Nashvill
10、e, Tenn) establishment of new offices, expanding American business, Eldorado do Sul, Brazil set up production facilities to meet the needs of the Latin American market, launched "E-Support - Direct from Dell" online technical support services Online sales in 2000 reached 5,000 million U.S.
11、 dollars per day, calculated by the workstation shipments, Dell's first top ranked global launch PowerApp application server, the first Dell PowerEdge servers millions off the assembly line in 2001 for the first time a global market share Most computer makers, according to the standard Intel arc
12、hitecture server shipments computing, Dell ranked first in the United States, the introduction of PowerConnect network switchesDell 2002, Austin industrial park its name Topfer Manufacturing Center, in recognition of Mort Topfer in the 1994-2002 term of office, and the social contribution of Dell, D
13、ell launched its first "blade" servers, handheld devices introduced into the Axim X5 Market for retail customers in the United States launched a standards-based cash registers, launched 3100MP projector into the projector market, sold the two millionth Dell PowerConnect network switch unit
14、s, Dell's U.S. customers to choose their preferred supplier of computer systems 3 The reason why dell can fly before 2006A .The begin of direct sellingIn 1988, Dell's public offering of stock, "direct model " formally announced the beginning.From the beginning, their design, manufa
15、cture and sale of the entire process, to listen to customer feedback, reflecting customer problems and meet customer requirements for the purpose. They established a direct relationship between the telephone call from the start, followed by face to face interaction, but now the help of the network f
16、or communication, these practices so that they can get the customer's response and timely informed of the people for the products, services and recommend other products on the market , and know what they want the products developed.Dell's direct model offers the most valuable technology solu
17、tions: System Configuration strong and rich, unparalleled performance and low cost. It also enables Dell to price competitive in order to introduce the latest relevant technologies. Dell, in his memoirs described the benefits of the direct sales modelB the advantage of direct selling Compared with t
18、he traditional indirect model, direct model really play a productive advantage. Because indirect sales process model must have two: one from the manufacturer to the dealer and the other is from the distributor to the customer. In direct mode, only a sales staff, and have been able to focus fully pla
19、ced in the customer. At this point, Dell does not meet with customers in a way, their customer base to be broken down, some of them to sell for large enterprises, while others are responsible for the federal government, state governments, educational institutions, small Companies and general consume
20、rs. Such a framework of good for sales, because sales people become professionals. They do not - they get more than one produced by different manufacturers of different products all the details, do not have to remember that every form of customer preferences in the product all the while dealing with
21、 the issue of his clients have become the line at home Hand, which makes cooperation between Dell and the overall customer experience more completeFive reasons: First, rapid response, on demand, Dell headquarters powerful order processing system and production system; Second, powerful data processin
22、g capabilities and advanced information management technologies; Third, the excellent customer service, strong call center Services; Fourth, a strong and efficient supply chain; Fifth, low cost and price wars.C Build to orderBy a single custom Dell direct model to truly achieve a "zero inventor
23、y and high turnover. " As Dale said: "People look only to stay in the mode of Dell's direct sales, and this as Dell's unique place. But the final stage of direct sales is only a means. we truly work towards Operating mode is the pursuit of zero inventory. "As customized by Del
24、l, its inventory turnover of 15 times a year. In contrast, other rely on distributors and resellers to sell competitors, and its turnover number is less than half of Dell. In this regard, well-known industry analyst in Boston J William Gregory said: "The annual cost of parts and components indu
25、stry decreased by 15% or more, this fast turnaround means more gross profit can be from 1.8% to 3.3%. "D Conclusion of dell direct selling1, a direct contact with customers. The design, manufacture and sales process is to listen to customer feedback, reflecting customer demand as the starting p
26、oint.2, using the most popular network of direct sales, making care more convenient to buy capacity, thus greatly improving the efficiency of sales.3, the most competitive price advantage but also direct one of the factors. Relative to the value-added resellers, since bypassing the retailers, the pr
27、ice is relatively cheap, and thus played a real productivity advantage.4 Dell facing challenge A sharply decrease at the second quarter in2006 In 2006, Dell's success and fortune to enter the global market, direct sales model in all countries, much of Wall Street stock industry sector and the IT
28、 challenge. Dell's overall performance in 2006, lack of good can be said, not only in the third quarter was the most powerful competitor to HP's global market share of 16.3% compared with 16.1% and beyond, lost the personal computer market in the world's treasure-bit, and sales growth ra
29、te lagged behind the overall market average, particularly in emerging markets led to its overall share of the negative decline in the market while a number of important senior management turnover also makes the Dell seems decidedly become a sick old man of the enterprise. Dell has a former vice pres
30、ident of William J · Amelio, former president of China, Foo Piau Phang, former president of China, Michael David, the original Japanese director of residential and commercial sales Sotaro Amano, Asia Pacific and Japan vice president of marketing David Schmoock and so has joined the rival camp,
31、especially if Dell's marketing in Asia Pacific from the customer's senior management to come to a general migration to the associationB Dell's direct model of the Disadvantage Dell's direct model and even in emerging countries has been the development of some European countries do no
32、t go well. For example, in Italy, China, India and other countries, Dell's market share has been unsatisfactory. In China and India, attracted the attention of the world's emerging "gold " market, Dell's direct sales as the boats sailing in the yellow desert. According to IDC,
33、the end of 2005, Lenovo's PC market in Asia Pacific market share of 17.6%, HP at 10%, while Dell was 9.9%. The HP plans PC sales in Asia-Pacific region in 2006 will reach about 20% growth rate is 10% of the region, the growth of the industry is expected to double. Obviously compared to Dell'
34、s performance in passing Lenovo and HP The superior attitude towards customer needs and complaints Neglect and negative treatment of resellers and system integrators Brand indifference, lack of dynamism and intimacy of Health Lack of innovation, stubborn conservative5 Dell turnaround strategyFor the
35、 plight of direct sales model, Dell had been taken to ignore and not recognize the attitude. But the growing number of analysts on Wall Street face of criticism and accusations, and other IT giants several times more than its sales growth of its market share erode, and the declining stock price, Del
36、l had to stubbornly rigid Acknowledge the existence of the operation and management of its huge flaws and shortcomings.A Mergers and acquisitions of other PC companies, make up less than channelNot long ago, IT industry came with the Founder of Dell is planning acquisitions. News reports said that D
37、ell plans to acquire the computer division to make up for Founder's own lack of channels. Meanwhile, Wall Street analysts and IT industry analysts believe the acquisition of emerging countries also have existing sales channels, Dell computer products sales growth slow out of magicB To open store
38、s in order to strengthen channel salesIn the direct sales model into the marginal benefit of zero or even negative marginal benefit, Dell have been conducted in several countries show store sales model. This is the Dell sales model was a major breakthrough.C Accelerate the pace of new product introd
39、uctions, price warDell has always been proud of its new product launch success rate is the fundamental one. Changes in order to improve sales and sales growth lagged behind major competitors in the situation, Dell has launched a new product speed and price as the primary means of competition. In 200
40、6, Dell launched a computer with AMD processors, servers, notebooks, and adjust prices.D Into different areas of the market, opening up new marketsDell increase sales and increase sales profits Another possibility is to add new product varieties into a completely different market segment. Dell is a
41、precedent in this area of the. Such as Dell started selling printers in 2003 and into the consumer electronics market. Today, Dell's product line covers the PC, servers, storage products, printers, including PDA, smart phones, digital cameras and flat-panel TVs and other consumer electronic prod
42、ucts.6 outlookThe establishment of Solutions, providing support for some channels, so that they play a capital role in the platform, while also helping Dell to expand end-user Dell's home consumer market to adapt to the fighting has begun, some of the design for this market and the changes have
43、begun. D Direct website is being modified again and again, hoping to become more automated, eliminating the need for human intervention can be achieved online payment, the next single. Services into the phone should provide consumers with the same dialect in different parts of the class of communica
44、tion, such as Shanghai and Shanghai dialect to communicate in Cantonese and Guangdong consumer exchanges. In order to adapt to individual consumers was nobody at home during the day the situation, Dell will also need to improve the logistics system intelligent enough to make the most appropriate tim
45、e in the computer shipped to the customer's home. Well-organized team, and continuously improve staff collaboration, and personal qualities and work-related expertise, reasonable transfer configuration to achieve optimal talent, work more efficient, ongoing system integration. End systems and in
46、ternal links, rational and effective integration, reduce the workload and the company operating funds to reduce costs and create greater efficiency. Effective enterprise resource planning and allocation of funds associated, continuous development of new products and provide more quality services to more firmly their own competitive position and continue to serve as a global industry leader in the role of the factory!参考资料经济观察 网易财经百度百科