DELL电脑公司供应链的物流体系剖析研究

摘  要
20世纪60年代计算机技术的迅速崛起和发展，促使一大批计算机企业的产生，其中有一部分发展成为了在全球具有影响的跨国公司。1984年才创建的美国戴尔电脑公司，以其特有的“为客户度身定做电脑系统并把产品直接送到客户手中”的直接销售模式，取得了超常发展的业绩，迅速成为全球销量第一，增长速度最快的电脑公司。
本文拟通过对戴尔公司的物流模式的研究，探讨其发展成功的主要因素，了解戴尔公司的发展历程及经营策略，很多人都很关注戴尔这种不经由经销渠道的直销是否可行，有不少人对这种崭新的方式大声叫好。但是也有不少人认为从中国人传统上重视关系营销，国内的人们能否转变传统思想，对戴尔能否解决售后问题以及物流、资金流等具体问题也提出了种种疑虑。通过本课题的研究我们将更深一层了解戴尔这种供应链模式的独到之处。

关键词： 物流管理 供应链管理  直销模式

A Study On The Supply Chain Of Logistics System Of Dell Computer Company

ABSTRACT
In the 1960s, with the development and rapid rise of the computer technology, a number of the computer enterprises has been produced, some of which have been the influential multinational through the world. In 1984, just set-up American Dell Computer Company, whose special directly sales mode is "the computer system can be measured for customers and mailed to the customers" has achieved the extraordinary performance and quickly became the company with the first global sales amount and fastest growing computer company.
Through the research of the logistics mode on Dell company, discussion of major successful elements of the development, and understanding of the development process and operation strategy, a lot of people pay attention that whether the direct sales without the marketing channels is available or not. Some people applaud warmly to the new forms, but a lot people contend that Chinese people attach much importance to the relationship marketing traditionally. No matter people can change the traditional thought they also put forward a lot of doubts on the issues of after-sales problems, logistics and capital flow. Through the research, we will better understand the advantages of the special supply chain forms.

Key Words: Logistics Management; Supply Chain Management；Direct Sales Mode

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