Analysis of the Dell supply chain model Dell company has become the world's leading computer system direct dealers, ranking among the main manufacturers in the industry. Below, the Dell supply chain model of the Dell supply chain for everyone, welcome everyone to read and browse. 1. Dell's supply chain management model In the late 1970s, the personal computer market began to develop rapidly. At that time, the personal computer sales model was mainly indirect channels. Many well -known companies such as Apple, IBM, Corbald, and Hewlett -Packard used dealers and retailers to indirectly put their products into the market. From the beginning of the establishment, Dell adopted a completely different business philosophy: the seller by bypassing the middle, directly providing products to customers at a lower price. Dell direct sales model focuses on shortening the execution time of orders and reducing inventory. The former guarantees that Dell provides customers needed the products needed at the fastest speed, which has significantly increased the satisfaction and loyalty of customers; the latter effectively reduces the company's cost, thereby significantly increased the company's profitability and competitiveness Essence In short, the Dell direct sales model has the following characteristics: (1) The flexible and low -cost distribution system.据康柏公司的一项调查显示，在传统的间接销售模式下，通过分销商和零售商配送产品所产生的渠道费用通常为销售收入的13.5%-15.5%;在戴尔的直销模式下，由于In the middle link, this cost has been significantly reduced to only 2%. At the same time, Dell has great autonomy and freedom in terms of product distribution. The time required for transmission on the entire supply chain. In 1994, Dell's inventory needed to maintain the product required for 35 days of sales; in 2000, Dell only needed to maintain the product required for 5 days of sales to cope with any market change. The rapid response has made Dell's first machine in the computer market where the product life cycle is continuously shortened. (2) Direct customer relationship. Under the traditional indirect sales model, computer manufacturers cannot guarantee that retailers and distributors will give priority to customers' complaints or service requirements for their products. In Dell's direct sales model, the company and customers directly have sales and after -sales service relationships. The ingenious intermediate links have a significant reduction in the time of customer information transmission, while effectively reducing the loss of information. Due to the omitting retailer, the customer's after -sales service requires that it is directly transferred to Dell through the telephone hotline, and the latter hires thousands of technical support personnel to answer the phone 24 hours to ensure that 90%of the problem can be called on the spot. The process is solved, which greatly shortens the time and costs required for after -sales service. User surveys in the United States "Computer World" in 1998 showed that Dell's customer satisfaction ranked first. This further shows that the direct sales model can significantly improve the service level of customers while reducing the cost of corporate operation. (3) The production method of the production (Build-to-Order) and on time? Just-in-Time? Under traditional management methods, production is largely relying on demand forecasts. The order models are mostly "Company A needs 5,000 computers in two weeks." However, under Dell's direct sales model, customers and the company directly have sales relationships, which makes customers have great freedom in determining the product type and quantity. In this case, the order model will become "transport 28 A -type computers to the D Gate of the company B warehouse C at 7 o'clock in the morning". In order to meet the increasingly personalized and diversified requirements of customers, Dell adopted the production method of BUILD-To-Order and JUST 1 in-time. Its assembly workshop does not have any storage space. The original accessories are delivered directly to the assembly line by the supplier, and the products produced are directly transported to designated customers. The original accessories and finished products are implemented with zero inventory system. This advanced production management method greatly reduces inventory costs, while effectively improving customer satisfaction and loyalty. (4) Products and services are positioned as specific customer groups. Under the direct selling model, customers directly order to Dell through web pages, hotline or emails. This determines that Dell's products and services are not positioned in the entire computer user market. Users who use computers for the first time usually need to actively contact the computer in the sales location of the retailer to determine the purchase. Only users with sufficient computer knowledge will choose to order in the direct sales model, because they pay more attention to the performance price ratio of the product, and it needs freedom to be free. Determine the setting of the computer (such as the size of the hard disk, the height, etc.). With the continuous promotion of computer technology and the proportion of skilled users, Dell's direct sales model will have a larger place. 2 Dell direct sales model's enlightenment of my country's logistics management Dell's successful experience mainly provides us with the following three points: The design and management of the supply chain directly affects the development of the enterprise. In recent years, the competitive situation of business society has undergone fundamental changes. The competition between enterprises has gradually shifted from technology to the supply chain. Enterprises pay more attention to the design and management of the supply chain than ever. Dell's successful experience tells us that advanced and reasonable supply chain models can effectively reduce production costs, improve production efficiency, increase after -tax profits, and better serve customers, and eventually greatly improve the competitiveness of the enterprise. In recent years, European and American companies have set off a process reconstruction movement. The essence is a kind of adjustment of its own supply chain in order to form stronger competitiveness in the future development. Therefore, our companies should pay great attention to the design and management of the supply chain. Learn and learn from the successful experience of enterprises in developed countries, and form a supply chain system that is compatible with the development of the enterprise, thereby improving the competitiveness of the enterprise. The good cooperation relationship between enterprises is the key to supply chain management. In order to ensure the smooth operation of the direct sales model, Dell relies on advanced network information technology to share all important customers and production information with suppliers in real time. Most of the original accessories suppliers built their own warehouses near the Dell factory to ensure that the original required for production can be transported to its assembly workshop within 20 minutes; Dell's technical design team is equipped with an engineer of the supplier to launch a new new engineer to launch a new new supplier, and it is launched. These engineers are resident in Dell to ensure the smooth launch of new products. In order to maintain this mutual trust and highly tacit corporate relationship, Dell strictly selected suppliers to gradually reduce the number of suppliers, and at the same time strive to establish long -term cooperative relationships with suppliers. Therefore, in order to improve the supply chain management of Chinese enterprises, we should strive to promote long -term cooperation among enterprises and establish a basis for mutual trust in each other; Effective operation platform. third, learn from foreign advanced supply and continuous management methods to adapt to local conditions and seek truth from facts. Taking Dell as an example, its advanced supply chain management method is worthy of quotation, but it does not apply to all industries or all enterprises. First of all, the direct sales model is only suitable for high -standardized products, such as computers, home appliances, etc. Other types of products, such as fashion, jewelry, etc., customers are essential for their own experience in the product. Therefore, retailers are indispensable in promoting the sales of such products, and the direct sales models are not applicable. Secondly, even if the direct selling model is used in high standardized products, companies must carefully determine the correct target customer base. Just as Dell is positioned as a skilled computer user, the direct selling model is mostly suitable for customers with certain product experience. Therefore, while introducing the experience of advanced supply chain management abroad, we need to objectively analyze the characteristics of its methods and the actual situation of Chinese enterprises to avoid being misunderstood by blind introduction. ;
Analysis of the Dell supply chain model
Dell company has become the world's leading computer system direct dealers, ranking among the main manufacturers in the industry. Below, the Dell supply chain model of the Dell supply chain for everyone, welcome everyone to read and browse.
1. Dell's supply chain management model
In the late 1970s, the personal computer market began to develop rapidly. At that time, the personal computer sales model was mainly indirect channels. Many well -known companies such as Apple, IBM, Corbald, and Hewlett -Packard used dealers and retailers to indirectly put their products into the market. From the beginning of the establishment, Dell adopted a completely different business philosophy: the seller by bypassing the middle, directly providing products to customers at a lower price.
Dell direct sales model focuses on shortening the execution time of orders and reducing inventory. The former guarantees that Dell provides customers needed the products needed at the fastest speed, which has significantly increased the satisfaction and loyalty of customers; the latter effectively reduces the company's cost, thereby significantly increased the company's profitability and competitiveness Essence In short, the Dell direct sales model has the following characteristics:
(1) The flexible and low -cost distribution system.据康柏公司的一项调查显示，在传统的间接销售模式下，通过分销商和零售商配送产品所产生的渠道费用通常为销售收入的13.5%-15.5%;在戴尔的直销模式下，由于In the middle link, this cost has been significantly reduced to only 2%. At the same time, Dell has great autonomy and freedom in terms of product distribution. The time required for transmission on the entire supply chain. In 1994, Dell's inventory needed to maintain the product required for 35 days of sales; in 2000, Dell only needed to maintain the product required for 5 days of sales to cope with any market change. The rapid response has made Dell's first machine in the computer market where the product life cycle is continuously shortened.
(2) Direct customer relationship. Under the traditional indirect sales model, computer manufacturers cannot guarantee that retailers and distributors will give priority to customers' complaints or service requirements for their products. In Dell's direct sales model, the company and customers directly have sales and after -sales service relationships. The ingenious intermediate links have a significant reduction in the time of customer information transmission, while effectively reducing the loss of information. Due to the omitting retailer, the customer's after -sales service requires that it is directly transferred to Dell through the telephone hotline, and the latter hires thousands of technical support personnel to answer the phone 24 hours to ensure that 90%of the problem can be called on the spot. The process is solved, which greatly shortens the time and costs required for after -sales service. User surveys in the United States "Computer World" in 1998 showed that Dell's customer satisfaction ranked first. This further shows that the direct sales model can significantly improve the service level of customers while reducing the cost of corporate operation.
(3) The production method of the production (Build-to-Order) and on time? Just-in-Time? Under traditional management methods, production is largely relying on demand forecasts. The order models are mostly "Company A needs 5,000 computers in two weeks." However, under Dell's direct sales model, customers and the company directly have sales relationships, which makes customers have great freedom in determining the product type and quantity. In this case, the order model will become "transport 28 A -type computers to the D Gate of the company B warehouse C at 7 o'clock in the morning". In order to meet the increasingly personalized and diversified requirements of customers, Dell adopted the production method of BUILD-To-Order and JUST 1 in-time. Its assembly workshop does not have any storage space. The original accessories are delivered directly to the assembly line by the supplier, and the products produced are directly transported to designated customers. The original accessories and finished products are implemented with zero inventory system. This advanced production management method greatly reduces inventory costs, while effectively improving customer satisfaction and loyalty.
(4) Products and services are positioned as specific customer groups. Under the direct selling model, customers directly order to Dell through web pages, hotline or emails. This determines that Dell's products and services are not positioned in the entire computer user market. Users who use computers for the first time usually need to actively contact the computer in the sales location of the retailer to determine the purchase. Only users with sufficient computer knowledge will choose to order in the direct sales model, because they pay more attention to the performance price ratio of the product, and it needs freedom to be free. Determine the setting of the computer (such as the size of the hard disk, the height, etc.). With the continuous promotion of computer technology and the proportion of skilled users, Dell's direct sales model will have a larger place.
2 Dell direct sales model's enlightenment of my country's logistics management
Dell's successful experience mainly provides us with the following three points:
The design and management of the supply chain directly affects the development of the enterprise. In recent years, the competitive situation of business society has undergone fundamental changes. The competition between enterprises has gradually shifted from technology to the supply chain. Enterprises pay more attention to the design and management of the supply chain than ever. Dell's successful experience tells us that advanced and reasonable supply chain models can effectively reduce production costs, improve production efficiency, increase after -tax profits, and better serve customers, and eventually greatly improve the competitiveness of the enterprise. In recent years, European and American companies have set off a process reconstruction movement. The essence is a kind of adjustment of its own supply chain in order to form stronger competitiveness in the future development. Therefore, our companies should pay great attention to the design and management of the supply chain. Learn and learn from the successful experience of enterprises in developed countries, and form a supply chain system that is compatible with the development of the enterprise, thereby improving the competitiveness of the enterprise.
The good cooperation relationship between enterprises is the key to supply chain management. In order to ensure the smooth operation of the direct sales model, Dell relies on advanced network information technology to share all important customers and production information with suppliers in real time. Most of the original accessories suppliers built their own warehouses near the Dell factory to ensure that the original required for production can be transported to its assembly workshop within 20 minutes; Dell's technical design team is equipped with an engineer of the supplier to launch a new new engineer to launch a new new supplier, and it is launched. These engineers are resident in Dell to ensure the smooth launch of new products. In order to maintain this mutual trust and highly tacit corporate relationship, Dell strictly selected suppliers to gradually reduce the number of suppliers, and at the same time strive to establish long -term cooperative relationships with suppliers.
Therefore, in order to improve the supply chain management of Chinese enterprises, we should strive to promote long -term cooperation among enterprises and establish a basis for mutual trust in each other; Effective operation platform.
third, learn from foreign advanced supply and continuous management methods to adapt to local conditions and seek truth from facts. Taking Dell as an example, its advanced supply chain management method is worthy of quotation, but it does not apply to all industries or all enterprises. First of all, the direct sales model is only suitable for high -standardized products, such as computers, home appliances, etc. Other types of products, such as fashion, jewelry, etc., customers are essential for their own experience in the product. Therefore, retailers are indispensable in promoting the sales of such products, and the direct sales models are not applicable. Secondly, even if the direct selling model is used in high standardized products, companies must carefully determine the correct target customer base. Just as Dell is positioned as a skilled computer user, the direct selling model is mostly suitable for customers with certain product experience. Therefore, while introducing the experience of advanced supply chain management abroad, we need to objectively analyze the characteristics of its methods and the actual situation of Chinese enterprises to avoid being misunderstood by blind introduction.
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