论戴尔公司的营销策略

戴尔公司是一家总部位于美国德克萨斯州朗德罗克的企业。戴尔公司由迈克尔戴尔创立于1984年。戴尔公司以提供广泛的电脑业务为主。戴尔公司有着自己独特的营销策略。戴尔是全球最成功的直销公司，曾经连续30多个季度一直保持超过业界平均只增长。戴尔持续不变的直销模式和精准的集团管理是成功的根本。为了更好的分析戴尔公司的营销策略，该论文分为三部分：第一部分主要介绍戴尔公司的背景以及直销模式；第二部分主要对过去戴尔公司营销策略的文章进行分析，并提出问题。第三部分主要分析戴尔的多种营销策略。第四部分是结论以及对戴尔公司的建议。

关键词：戴尔；营销；营销策略

Abstract

Dell company was founded in 1984 by Michael Dell. The company is headquartered in Round Rock. Dell mainly provides a wide range of computer business. Dell has its own unique marketing strategies. Dell company is the most successful direct-sales company from all over the word and used to keep a growth rate which surpassed the average value within the industry for more than 30 quarters. Dell’s direct sales model of constant and accurate group management is fundamental to success. The paper is divided into four parts. The first part is a brief introduction to Dell’s brand background and direct sales. The second part introduces the past Dell’s marketing strategy analysis and pose a question. The third part analyzes Dell’s variety marketing strategies. The fourth part is the conclusion and Suggestions to Dell.

Key Words: Dell; marketing; marketing strategy

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