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1、市场营销报告班级：国贸系三班x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 providing
2、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 Dell
3、 man (Michael Dell). Dells success is mainly due to the unique - Dells 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 overall demand env
4、ironment today is a challenging environment, while Dells 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 to his own design - Turbo. Tu
5、rbo 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 offering of 3.5 million new
6、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 worlds five hundred enterprises in 1993, the
7、 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 manufacturing center, Dell began selling computer produ
8、cts 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 workstation systems, online sales increased from $ 1,000,0
9、00 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 (Nashville, Tenn) establishment of new offices, expanding A
10、merican 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. dollars per day, calculated by the workstation shipments, Del
11、ls 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 architecture server shipments computing, Dell ranked first in the Unit
12、ed 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, Dell launched its first blade servers, handheld devices introduced i
13、nto 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 units, Dells U.S. customers to choose their preferred supplier of computer systems
14、3 The reason why dell can fly before 2006A .The begin of direct sellingIn 1988, Dells public offering of stock, direct model formally announced the beginning.From the beginning, their design, manufacture and sale of the entire process, to listen to customer feedback, reflecting customer problems and
15、 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 for communication, these practices so that they can get the customers response and timely informed of t
16、he people for the products, services and recommend other products on the market , and know what they want the products developed.Dells direct model offers the most valuable technology solutions: System Configuration strong and rich, unparalleled performance and low cost. It also enables Dell to pric
17、e 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 the traditional indirect model, direct model really play a productive advantage. Because indirect sales process m
18、odel 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 placed in the customer. At this point, Dell does not meet with customers in a way, their customer base to be broken
19、 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 consumers. Such a framework of good for sales, because sales people become professionals. They do not - they get more t
20、han 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 the issue of his clients have become the line at home Hand, which makes cooperation between Dell and the overal
21、l customer experience more completeFive reasons: First, rapid response, on demand, Dell headquarters powerful order processing system and production system; Second, powerful data processing capabilities and advanced information management technologies; Third, the excellent customer service, strong c
22、all 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 inventory and high turnover. As Dale said: People look only to stay in the mode of Dells direct sales, and this as Dells uniqu
23、e 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 Dell, its inventory turnover of 一五 times a year. In contrast, other rely on distributors and resellers to sell competitors, and its turnover number is
24、 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 industry decreased by 一五% 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 cont
25、act with customers. The design, manufacture and sales process is to listen to customer feedback, reflecting customer demand as the starting point.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
26、 competitive price advantage but also direct one of the factors. Relative to the value-added resellers, since bypassing the retailers, the price is relatively cheap, and thus played a real productivity advantage.4 Dell facing challenge A sharply decrease at the second quarter in2006 In 2006, Dells s
27、uccess and fortune to enter the global market, direct sales model in all countries, much of Wall Street stock industry sector and the IT challenge. Dells overall performance in 2006, lack of good can be said, not only in the third quarter was the most powerful competitor to HPs global market share o
28、f 16.3% compared with 16.1% and beyond, lost the personal computer market in the worlds treasure-bit, and sales growth rate 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 man
29、agement turnover also makes the Dell seems decidedly become a sick old man of the enterprise. Dell has a former vice president 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
30、Sotaro Amano, Asia Pacific and Japan vice president of marketing David Schmoock and so has joined the rival camp, especially if Dells marketing in Asia Pacific from the customers senior management to come to a general migration to the associationB Dells direct model of the Disadvantage Dells direct
31、model and even in emerging countries has been the development of some European countries do not go well. For example, in Italy, China, India and other countries, Dells market share has been unsatisfactory. In China and India, attracted the attention of the worlds emerging gold market, Dells direct s
32、ales as the boats sailing in the yellow desert. According to IDC, the end of 2005, Lenovos 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 in
33、dustry is expected to double. Obviously compared to Dells 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
34、, stubborn conservative5 Dell turnaround strategyFor the 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 it
35、s market share erode, and the declining stock price, Dell 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
36、 Dell is planning acquisitions. News reports said that Dell plans to acquire the computer division to make up for Founders 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 pro
37、ducts sales growth slow out of magicB To open stores 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 break
38、through.C Accelerate the pace of new product introductions, 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 an
39、d price as the primary means of competition. In 2006, 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 int
40、o a completely different market segment. Dell is a precedent in this area of the. Such as Dell started selling printers in 2003 and into the consumer electronics market. Today, Dells product line covers the PC, servers, storage products, printers, including PDA, smart phones, digital cameras and fla
41、t-panel TVs and other consumer electronic products.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 Dells home consumer market to adapt to the fighting has begun, some of the des
42、ign for this market and the changes have begun. Dellx 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
43、 in different parts of the class of communication, 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 intell
44、igent enough to make the most appropriate time in the computer shipped to the customers 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, ongoin
45、g system integration. End systems and internal 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 12.29.202212:5612:56:3222.12.2912时56分12时56分32秒12月. 29, 2229 十二月 202212:56:32 下午12:56:322022年12月29日星期四12:56:32
