戴尔（中国）有限公司营销渠道多元化的探讨

Abstract

随着计算机和通信技术，特别是网络信息技术的迅猛发展，许多企业运用现代科技的成果，创造了各种新的企业营销模式取得了巨大成功。如戴尔公司就以其独特的直销模式闻名于世，并在中国市场形成了独特的竞争优势。然而近年来，戴尔的直销模式遇到了一系列的瓶颈和问题，戴尔被迫转变营销渠道。本文主要围绕戴尔公司进行多营销渠道的原因、措施、效果展开探讨，并提出了相应的改进建议，探索公司未来渠道模式改革与发展的新方向。 文章首先对研究背景、研究方法、大致研究内容和研究意义进行了介绍。在随后的章节中展开本研究的理论综述，并介绍了营销渠道及其相关概念、模式选择、发展趋势等。从第三章起，文章全面回顾了戴尔（中国）公司的发展...

With the development of techniques on computer and communication, especially the internet technology, many companies created various marketing model and achieved success. Dell company has been famous for its direct selling model that contributed a lot for Dell’s success in many market, included China. But in recent years, it didn’t work well with several problems. The company has to change the m...