三年前,当生产个人电脑(PC)的美国德尔电脑公司在亚洲设立第一个经销点的时候,部分业内人士对德尔公司此举不以为然,其理由是尽管德尔公司首创的“网上直销”方式已在美国计算机行业引起轰动并收到实效,但在亚洲市场,德尔毕竟还是一个新来的小不点儿。在非常讲究人际关系的亚洲国家,德尔的这种营销方式是否行得通? 结果是出人意料地好。虽然自去年下半年以来,亚洲国家的经济纷纷遇到麻烦,但德尔亚太分公司在亚洲市场的销售额却达到8.63亿美元,较1996年增长85％。在不到一年的时间里,德尔的网上直销业务就在 Three years ago, when Dell Computer Inc., a company that produces personal computers (PCs), set up its first distribution site in Asia, some people in the industry disagreed with the company’s move. The reason was that Dre’s first “online direct sales” approach. Has caused a sensation in the computer industry in the United States and received real results, but in the Asian market, Del is still a new comer. In Asian countries that are very concerned about human relations, how is Del’s marketing approach feasible? The result was surprisingly good. Although Asia’s economies have encountered difficulties since the second half of last year, the sales of the Asia Pacific branch of the Asia Pacific branch reached US$863 million, an increase of 85% over 1996. In less than a year, Del’s online direct sales business is