The Study On Transition Of DELL Direct Sales Modelin China

As we know,DELL direct model with its low cost and zero inventory,quick response to market changes and customer relationship management features contributes a great deal to DELL's success.However,with the economic environment and the internationalization of DELL,many existing problems of the direct model restrict the further development of DELL.Therefore,DELL launched "DELL 2.0" strategy, reformed the direct model and adopted multi-channel sales model,trying to make a better development space for DELL by the widening of various marketing channels and the effective combination of sales models.Based on the analysis of existing problems of direct model,mainly take DELL(China) Ltd.as an example,such as direct model encounters localization resistance,the provided service quality fails to meet customer's expectation of an internationalized enterprise,it points out that multi-channel sales model is conducive to further improvement of DELL's established business performance and global retail network,it will exploit the market of individual consumers and areal small and medium-sized enterprises,and effectively expands DELL's potential user group.In addition,this paper argues that a success of DELL's direct sales model transition must depend on DELL's fully understanding of the challenges faced by adopting the multi-channel sales model and the effective countermeasures it takes.The major challenges DELL faced by adopting multi-channel sales model are the balance of the two channels - direct and retail,the increase of cost,the challenge of supply chain management,meeting customer requirement and improving the service quality.Regarding the countermeasures to the challenges,the paper puts forward the concept of reforming marketing channel,it emphasizes that DELL needs to establish powerful distribution channels,improve channel dealers' sales skill and resolve conflicts between direct and distribution channel and control cost of multi-channel marketing model,finally through the establishment of perfect service system,improve service quality to lead DELL's direct sales model transfer to multi-channel sales model to the success.