Research On DELL Model Applied In Real Estate Developing Enterprise Management

By researching dell in computer market, present a model of " custom sale + direct sale". Probing the essence of this model-realizing customer relationship marketing by enterprise's operation. That is, product marketing ways change from aiming on products to aiming on customers. Analyzing real estate developing enterprise by DELL model, reorganizing the developing flow of real estate project, adapting the advantages and maneuverability of custom marketing in dwelling house real estate market, especially in congregate dwelling house real estate market. Present developing flow of "custom-dwelling house" which copy dell model, discussing the necessary conditions and key points in operation, and analyzing the obstacles in application and present the corresponding measures. Finally, evaluating the meaning of large-scale customization applied in congregate dwelling house real estate market by value engineering. Adapting dell model in real estate market could improve enterprise's competence, enlarge the building scale, reducing the producing cost, and simultaneously satisfy the customer's demand of diversity and self-determination. This model could become a developmental model in real estate enterprises management.