On Way to Virtual Integration-在虚拟整合的路上 [2]
论文作者:英语论文论文属性:课程作业 Coursework登出时间:2014-04-10编辑:caribany点击率:8405
论文字数:3234论文编号:org201404081612342635语种:英语 English地区:英国价格:免费论文
关键词:Virtual Integration虚拟整合Marketing Strategy营销策略marketing revolution
摘要:本文通过对戴尔公司的案例研究,戴尔打破了传统的营销模式,开拓了新的业务模式,虚拟整合有望能构建一个成本较低,效益和互利的市场。
l Company, 2001
The utilizing of direct marketing works on some premises: Firstly, the
customers do not require intense personal introduction about computers by
salespeople, they have better understanding of the technology of the
components, what they need and what is suitable for them. Secondly, the
different components of computers are becoming standard modules, permitting
mass customization in computer configuration (Achtmeyer, 2002). With the direct
marketing strategy, Dell could best understand the consumer needs by selling
computers to them and receive direct information from customers, and promote to
provide more suitable products. What is more, the whole process operates fast.
The direct marketing not only brings success to Dell from the very start
by eliminating the additional cost on retailer shops but also brings a number
other critical business advantages:
By dealing directly with its customers, Dell can understandexactly their needs.
This ensures that expectations are met and that customers are not disappointed.
In addition, Dell receivesthe views of various individual customers and gains a
deep understanding of their individual requirements. As each computer is
"built to order"(business 2000, 2005). The customer can specify the
features they want. That particular computeris then built and delivered to that
particular customer. This kind of computer is totally customized and the
service is highly personalized, too. The updating is fast,if a new technology
emerges Dellcan know quickly from customers and includeimmediately, which is
quite difficult for acompany with stocks of ready-made computers. Besides,
inventory itself costs a lot of money on location expenses and management etc.
Customerization ensures the long-term development and virtual
integration. Dell has established customer websites, "premier pages"
(Dell Devotion, 2006) for their business customers, whose employees can then
order computer configuration by themselves when having the approvement from
their IT departments. It is said on the premier pages website that "It’s
your personalized purchasing portal, and it’s got a great new easy-to-use layout
and improved product content. You now have immediate online access to contract
pricing and configurations specific to your company’s needs" (Dell
Devotion, 2006). Dell's operation means more than pioneering new markets or
delivering custom-made products at lower prices, they are transforming the
practice of marketing from being "seller-centric" to being
"buyer-centric". And from the customer's perspective comes to the
customerization (Wind, J. and Rangaswamy, A., 2000). Some doubts may come out
pointing that face to face is the best way to sell, but the environment changes
and customers' changes. With the popularity of computers, more and more
customers are kind of expert in the hardware and software, they understand what
they prefer, which part of their computers should be advanced, and they will
hardly satisfy with the fixed computers on sale. Besides, they have more
percific requirements: comparable levels of pricing, on time delivery and after
sale services. Referring to after sale service, Dell is quite creative:
"If Buyer purchases additional service to be provided by seller, seller
will, in addition to the above Standard Warranty, provide servic
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