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美国戴尔公司1990年股票正式上市,不到10年,其股票增值3万倍,而戴尔本人也成为全球《财富》500强中最年轻的总裁。戴尔的定制化并非停留在口头上。谁都想定制化,但高成本却让诸多企业望而却步,是 IT 和网络技术让戴尔有能力做到定制化。戴尔的营销创新在于他把新型零售方式融入到高科技产品电脑中来,即将电脑产品“大规模定制化”。把微机直接卖给顾客并非改天换地的创意,沃尔玛货仓式零售革命体现了创始者“细微之处有洞天”的思想,而戴尔的独特在于他对计算机市场这一理念的理解。戴尔公司每年生产数百万台个人计算机,每台都是根据客户的具体要求组装的。戴
The American company Dell’s stock was listed on the stock market in 1990. In less than 10 years, its stock value has increased 30,000 times. Dell himself has also become the youngest president of the global Fortune 500. Dell’s customization does not stop at the verbal. Everyone wants to customize, but high costs make many companies discourage. IT and network technology allow Dell to customize. Dell’s marketing innovation lies in his integration of new retail methods into high-tech product computers, which means “mass customization” of computer products. The idea of selling computers directly to customers is not a change of place. The Wal-Mart warehouse revolution reflects the founder’s idea of “small holes,” and Dell’s uniqueness lies in his understanding of the concept of the computer market. Dell produces millions of personal computers each year, each of which is assembled according to the customer’s specific requirements. wore