翻译为：
Cost leadership strategy (1984 to 2005)
In 1984, when Michael. Dell founded his own company (PCs Limited), the U.S. personal computer industry, there are vertically integrated companies like IBM and Microsoft, such as software development. Dell believes that customization, rapid delivery and low prices can bring with them higher than the IBM and Hewlett-Packard profit margins.
Based on cost leadership strategy, Dell's efforts to achieve economies of scale, mainly to corporate customers, to meet the needs of a large number of production. Dell, through two main ways to achieve cost leadership strategy:
1) direct sales model
Dell's direct sales model used to establish a set of customer contact channels, made by the customer directly to the Dell order, your order will carefully list the required configuration, Dell's direct business from production, where 获得 components and 根据 specific customer requirements Jinxing assembly, and finally free the hands of the product to the customer.
Initially, Dell take orders by phone, then Dell started in various newspapers and magazines of various types of promotional advertising, Hou Lai Dell e-commerce platform for the establishment of the enterprise www.dell.com, consumers can order products through the platform .
Dell's direct model enables been a great success, mainly because of direct sales model to bring the following competitive advantages:
● Low Cost.
Dell's direct model eliminates middlemen costs and reduce inventory costs and production funding backlog occupancy.
● rapid response to market changes
Dell deal directly with each client, have all customer data, enabling Dell to maximize consumer needs refinement and was informed that changes in demand, so as to maintain the market's sensitivity and rapid response capability.
● focus on customer relationship management
Dell's direct sales model can be ordered direct users to keep abreast of the views and recommendations on the products, and these observations and recommendations to provide technical services to solve difficult problems, improve service quality, improve customer relationships.
2) efficient supply chain
Dell does not truly own computer component manufacturing plants, assembly and test only through procurement, information technology based on high inventory management to suppliers and finished goods inventory control in the shortest time. Efficient supply chain and achieve the combination of direct sales model of Dell's own internal strengths.
Dell's direct sales model changed the computer industry market structure. Just two decades, no one heard of Dell by a small company grow into the nation's number one computer company, from 1984 only some 80,000 U.S. dollars in profit in 2005 up to 550 billion dollars in profit, control of the U.S. 33% of the market (as shown), to become one of the three major U.S. computer manufacturers (as shown). Dell also became the United Kingdom, Canada and Ireland's largest computer brand. Since the public offering from Dell, investors soared 28,000 percent from the total shares gained substantial benefits.
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http://support1.ap.dell.com/cn/zh/forum/thread.asp?fid=15&tid=286358
Cost leadership strategy (1984 ~ 2005),
In 1984, when Michael dell starting your own company Limited (PCs), the personal computer industry are like IBM and Microsoft vertical integration enterprise, so the development of software. Dell says, customization, quick delivery and low price can bring the company than IBM and HP profit margins.
Based on the cost leadership strategy, dell's efforts to achieve economies of scale, with customers, satisfy large enterprises of production requirements. Dell through the following two main ways to achieve cost leadership strategy:
1) direct sales model
Dell USES direct model, this paper establishes a set of contact with the customer by the channel, customer orders directly to dell can send orders for a detailed list of configuration, dell directly from producers get spare parts and according to the customer's specific requirements of assembly, and finally to free products to customers will be.
Initially, dell, and then accept orders by phone in various newspapers and dell, journal of popular advertising, dell established enterprise e-commerce platform www.dell.com, consumers can through this platform to order products.
Marketing mode makes the dell have huge success, the main reason is the direct model can bring several competitive advantage:
Adopts low cost.
Dell direct model in addition to the middlemen, reducing the cost of inventory cost and production of funds.
Responding to the rapid reaction to market changes
Dell direct dealing with each customer master data, and all customers, thereby dell can maximize consumer needs and refined, the change that needs to keep the market sensitivity and fast-reacting ability.
Responding to focus on customer relationship management
Dell direct model can prompt understanding direct to the user of the product for the opinion and the suggestion, and in the light of these opinions and Suggestions to provide technical services and solve problems, improve service quality, improve customer relationships.
2) efficient supply chain
Dell no real computer components manufacturing factories, just by purchasing assemble and test, based on the height of the inventory management and informationization of inventory control and supplier in the shortest possible time. Efficient supply chain and direct sales model of the combination of internal dell is realized.
Dell direct model changed the computer industry market. Within 20 years, dell heard by a small company no growth for the ranking first computer company, from 1984 only 8 million us dollars profit to $5.5 billion dollars in 2005, the control of the earnings of 33 per cent market share (as shown), become one of America's three biggest computer manufacturers (as shown). Dell has become the UK, Canada and Ireland's first big computer brand. Publicly listed companies from dell, investors are 28000% soaring prices from a cumulative gained considerable income.
Cost leadership strategy
In 1984, when Michael dell starting your own company Limited (PCs), the personal computer industry are like IBM and Microsoft vertical integration enterprise, so the development of software. Dell says, customization, quick delivery and low price can bring the company than IBM and HP profit margins.
Based on the cost leadership strategy, dell's efforts to achieve economies of scale, with customers, satisfy large enterprises of production requirements. Dell through the following two main ways to achieve cost leadership strategy:
1) direct sales model
Dell USES direct model, this paper establishes a set of contact with the customer by the channel, customer orders directly to dell can send orders for a detailed list of configuration, dell directly from producers get spare parts and according to the customer's specific requirements of assembly, and finally to free products to customers will be.
Initially, dell, and then accept orders by phone in various newspapers and dell, journal of popular advertising, dell established enterprise e-commerce platform www.dell.com, consumers can through this platform to order products.
Marketing mode makes the dell have huge success, the main reason is the direct model can bring several competitive advantage:
Adopts low cost.
Dell direct model in addition to the middlemen, reducing the cost of inventory cost and production of funds.
Responding to the rapid reaction to market changes
Dell direct dealing with each customer master data, and all customers, thereby dell can maximize consumer needs and refined, the change that needs to keep the market sensitivity and fast-reacting ability.
Responding to focus on customer relationship management
Dell direct model can prompt understanding direct to the user of the product for the opinion and the suggestion, and in the light of these opinions and Suggestions to provide technical services and solve problems, improve service quality, improve customer relationships.
2) efficient supply chain
Dell no real computer components manufacturing factories, just by purchasing assemble and test, based on the height of the inventory management and informationization of inventory control and supplier in the shortest possible time. Efficient supply chain and direct sales model of the combination of internal dell is realized.
Dell direct model changed the computer industry market. Within 20 years, dell heard by a small company no growth for the ranking first computer company, from 1984 only 8 million us dollars profit to $5.5 billion dollars in 2005, the control of the earnings of 33 per cent market share (as shown), become one of America's three biggest computer manufacturers (as shown). Dell has become the UK, Canada and Ireland's first big computer brand. Publicly listed companies from dell, investors are 28000% soaring prices from a cumulative gained considerable income.
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