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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DELL1BriefintroducetodellDellImportantinternationalcomputermanufacturingandsalescompanycomputers,aswellasexcellentInternetinfrastructureequipmentandserviceproviders.Thestockmarketsymbol:DELL.Delldesigns,manufacturesandprovidingappropriateproductsandservicestocustomerrequirements,butalsosupplyawiderangeofsoftwareandperipherals.Dellprovidesawiderangeofhigh-performancecomputersystems,includingnotebookcomputers,desktopcomputers,workstations,serversandstorageproducts.DellfounderMichaelDellman(MichaelDell).Dell'ssuccessismainlyduetotheunique------Dell'sdirectsalesmodelby,listeningtoourcustomersthemostimmediateneeds,andindustry-standardcomputingproductsandafullrangeofservicesdirectlytocustomers,andcreatethebestBuyingexperience.Theoveralldemandenvironmenttodayisachallengingenvironment,whileDell'shighlyefficientandcustomizeddirectsalesmodel,speciallydesignedtomeetsuchanenvironment.2Developmentofdell1984,MichaelDellfoundedDellComputerCorporation1985launchedthefirstpersonalcomputertohisowndesign-Turbo.TurboIntel8088processor,processingspeedis8MHz1987becamethefirsttoprovideNextBusinessDayOnsitecomputersystemsproductsandservicescompany,setupofficesintheUK,begantoexpandtheinternationalmarket,Dellofficiallylistedin1988,initialpublicofferingof3.5millionnewshares,priced$8.5persharein1989DelllauncheditsfirstnotebookcomputerDelldesktopcomputerLimerickinIrelandin1990tobuildproductionplanttosupplyEurope,theMiddleEastandAfricaforthefirsttimein1992byFortunemagazineastheworld'sfivehundredenterprisesin1993,thetopfivemanufacturersofcomputersystemsinAustraliaandJapanSetupanoffice,enteredtheAsiaPacificmarketpriceof$8.5in1995,thefirstinDellstockroseto$100beforethesplitOpenedin1996inPenang,Malaysia,Asia-Pacificmanufacturingcenter,Dellbegansellingcomputerproductsthroughthesitetobeginmainnetworkservermarket,oneoftheS&P500Index19971,000millionDellcomputersofftheassemblyline,commonstockinthesub-Roseto1,000dollarspershare,beforedemolition,Delllauncheditsfirstworkstationsystems,onlinesalesincreasedfrom$1,000,000adayearly,jumpedtoover$4,000,0001998expansionintheU.S.andEurope,productionplant,andopenedinXiamen,Chinamanufacturingandcustomerservicecenters,PowerVaultstorageproductslaunchedin1999inNashville,Tennessee(Nashville,Tenn)establishmentofnewoffices,expandingAmericanbusiness,EldoradodoSul,BrazilsetupproductionfacilitiestomeettheneedsoftheLatinAmericanmarket,launchedE-Support-DirectfromDellonlinetechnicalsupportservicesOnlinesalesin2000reached5,000millionU.S.dollarsperday,calculatedbytheworkstationshipments,Dell'sfirsttoprankedgloballaunchPowerAppapplicationserver,thefirstDellPowerEdgeserversmillionsofftheassemblylinein2001forthefirsttimeaglobalmarketshareMostcomputermakers,accordingtothestandardIntelarchitectureservershipmentscomputing,DellrankedfirstintheUnitedStates,theintroductionofPowerConnectnetworkswitchesDell2002,AustinindustrialparkitsnameTopferManufacturingCenter,inrecognitionofMortTopferinthe1994-2002termofoffice,andthesocialcontributionofDell,Delllauncheditsfirstbladeservers,handhelddevicesintroducedintotheAximX5MarketforretailcustomersintheUnitedStateslaunchedastandards-basedcashregisters,launched3100MPprojectorintotheprojectormarket,soldthetwomillionthDellPowerConnectnetworkswitchunits,Dell'sU.S.customerstochoosetheirpreferredsupplierofcomputersystems3Thereasonwhydellcanflybefore2006A.ThebeginofdirectsellingIn1988,Dell'spublicofferingofstock,directmodelformallyannouncedthebeginning.Fromthebeginning,theirdesign,manufactureandsaleoftheentireprocess,tolistentocustomerfeedback,reflectingcustomerproblemsandmeetcustomerrequirementsforthepurpose.Theyestablishedadirectrelationshipbetweenthetelephonecallfromthestart,followedbyfacetofaceinteraction,butnowthehelpofthenetworkforcommunication,thesepracticessothattheycangetthecustomer'sresponseandtimelyinformedofthepeoplefortheproducts,servicesandrecommendotherproductsonthemarket,andknowwhattheywanttheproductsdeveloped.Dell'sdirectmodeloffersthemostvaluabletechnologysolutions:SystemConfigurationstrongandrich,unparalleledperformanceandlowcost.ItalsoenablesDelltopricecompetitiveinordertointroducethelatestrelevanttechnologies.Dell,inhismemoirsdescribedthebenefitsofthedirectsalesmodelBtheadvantageofdirectsellingComparedwiththetraditionalindirectmodel,directmodelreallyplayaproductiveadvantage.Becauseindirectsalesprocessmodelmusthavetwo:onefromthemanufacturertothedealerandtheotherisfromthedistributortothecustomer.Indirectmode,onlyasalesstaff,andhavebeenabletofocusfullyplacedinthecustomer.Atthispoint,Delldoesnotmeetwithcustomersinaway,theircustomerbasetobebrokendown,someofthemtosellforlargeenterprises,whileothersareresponsibleforthefederalgovernment,stategovernments,educationalinstitutions,smallCompaniesandgeneralconsumers.Suchaframeworkofgoodforsales,becausesalespeoplebecomeprofessionals.Theydonot-theygetmorethanoneproducedbydifferentmanufacturersofdifferentproductsallthedetails,donothavetorememberthateveryformofcustomerpreferencesintheproductallthewhiledea