Title: Analysis of Dell Online E-commerce Application Mode
Directory:
Features of Dell website
Characteristics of website application mode
Business model analysis
Business model analysis
Analysis of profit model
"Customer-Manager" User Management Mode
Digital management mode
Supply chain management mode
Competitive strategy and environment
System function system and business process
Features of Dell's website:
1, direct selling enterprise website
It is a direct selling enterprise website.
On the basis of publishing the basic information of enterprises, the website has added the functions of accepting orders and online payment, and has the conditions for online sales. The value of online direct selling enterprise websites lies in that enterprises directly provide products or services to users based on websites, change traditional distribution channels and reduce intermediate circulation links, thus reducing total costs and enhancing competitiveness. Usually suitable for consumer goods or office supplies, online direct selling is a way for enterprises to carry out e-commerce, but not every enterprise can do this, and it may not be suitable for all types of enterprises.
Dell Computer Company was founded in 1984, which created a revolutionary "straight-line ordering mode". The direct ordering mode enables Dell to provide technical solutions with the best value and establish direct contact with large multinational enterprises, government departments, educational institutions, small and medium-sized enterprises and individual consumers. In the United States, Dell has become the first PC supplier with market share in these fields. Dell established its own corporate website www.dell.com at 1994, and added e-commerce function at 1996. At present, the website includes websites in 80 countries. At present, more than 40 million people visit it every quarter, and the sales through the website account for 40-50% of the company's total revenue.
On the homepage of Dell Chinese website (), you can see a very simple interface. In addition to company introduction, technical support and contact information, the most striking thing is the product catalog introduction and links for four different users (families, small enterprises, medium-sized enterprises and large enterprises) in China market. All detailed product introductions and online order processing procedures are arranged in the right place.
When we open the "small business" webpage, we can see that the main content is the product catalogue and key introduction for small business users. Dell's website is different from the general online shopping website, with little product-related content and no complicated web design, which is basically aimed at the promotion, ordering and help information of related products. Web pages designed for other types of users are basically similar to "small businesses" in form. On the surface, the content of online direct selling websites like Dell is not complicated. What is really complicated is the efficient management mode behind the website.
2, according to the theory:
Customer relationship management CRM (especially customized personalized service) and good supply chain management model.
3. According to the technology:
Use Dell's own Microsoft Windows NT and two Pentium II processors with 333 MHz.
Sever's PowerEdge 2300, 4200 and 6300 servers, and Microsoft's server software. Execute Microsoft IIS 4.0, Site Server 3.0 Commerce Edition and Microsoft SQL Server 7.0 database systems. There is also an EDI electronic data exchange system based on the Internet.
This e-commerce system is well integrated with Dell's enterprise consulting system, and provides excellent customer technical support and good cost control.
Characteristics of website application mode:
Dell's e-commerce application model integrates B2B, B2C and B2G, that is, business to business, business to consumer and business to government. More comprehensive.
This is a product-oriented model, focusing on selling physical products and core technologies.
Business model analysis:
1, Dell's business model:
1984, Dell company was established. The company has changed the tradition of close contact between manufacturers and distributors in the industry and innovated the business model without distributors.
Dell's success proves that business model innovation can bring competitive advantages to enterprises just like product and technology innovation.
Dell has carried out innovation and vertical innovation in all aspects of the internal value chain of the enterprise, outsourced some functional activities within the enterprise, and changed the contact way with distribution channels at the same time, and achieved success through the innovation of distribution channels.
(1) Understand the change of customer demand: the change of customer demand is the most basic driving force of business model innovation. In the mid-1980s, consumers' proficiency in computers was greatly improved, and some services previously supported by suppliers were no longer necessary. What Michael Dell, the founder of the company, did was to find this change, and then remove the redundant services-the computer "direct selling" model was born.
(2) Combining technological breakthroughs: Some technological breakthroughs can be applied to the innovation of business models, thus winning competitive advantages for enterprises.
(3) Deepen the understanding of the characteristics of resources: the combination of resources is not unique.
(4) Pay attention to the change of external environment: The change of external environment also leads to the change of business model.
2. Dell's core competitiveness:
Dell's core competitiveness lies in its direct selling model and core IT technology, but more importantly, the standardization of the whole company's operation and management system. From supply chain management to digital management and marketing management, this can be well explained.
Dell's business model:
Dell is a product-oriented enterprise. As such an enterprise, it has realized the value-added of products in the Internet environment and established an efficient and integrated product production and supply chain system. Dell has done a good job in CRM, communicating with customers in time to understand the latest market situation and customers' wishes, and the production of products is customer-oriented.
Dell adopts the business model of make-to-order and direct sales, so it can maintain a low-cost structure and use this advantage to constantly provoke new price wars and win market share.
Analysis of profit model:
Dell designs, manufactures and provides innovative on-demand configuration systems to provide customers with excellent product value. Personalized service is a bright spot of Dell's profit.
First of all, Dell has realized the electronization of enterprises, which greatly reduced the cost of enterprises. Secondly, e-commerce has replaced the traditional business links in the basic activities of enterprises, such as distributing products to retailers, saving time costs and transportation and storage costs, and generating more and more profits. In addition, e-commerce replaces manual operation in the auxiliary activities of enterprises, which reduces the management cost. Finally, the third-party logistics replaces the physical activities such as purchasing, distribution and warehousing in the basic activities of enterprises, and also reduces the operating costs. Dell's direct contact with customers saves the agency fee for trading services, which is not a small fee.
"Account Manager" user management mode;
Generally, the user management mode of e-commerce websites based on B2B and B2C application modes is "customer-manager", taking Dell as an example. Recorders of websites are set as possible "customers", and they are only prepared to deal with customers online.
Dell's website has a unified customer login page, and all customers who want to trade must go through the process of registration, login and trading. All customers enjoy equal and free rights. During the transaction, customers choose goods to put into the shopping basket, check them, choose the checkout method and delivery method, and fill in the registration information. All customers fill in the order in the same way.
What managers have to do is to process all the information.
Digital management mode:
Digital management (DM) refers to the general name of management activities and methods that use computer, communication, network, artificial intelligence and other technologies to quantify management objects and behaviors and realize planning, organization, coordination, service and innovation.
Digital management has two basic meanings: first, the realization of enterprise management activities is based on the network, that is, the knowledge resources, information resources and wealth of enterprises can be digitized; The second is to use quantitative management technology to solve the management problem of enterprises, that is, the computability of management.
Dell's management model is the successful application of computer, communication and network technology. For example, they directly face the marketing form of each customer's production according to orders, with low operating costs and quick response, which is a typical digital management.
Quantify. Quantitative performance in digital management is the application of modeling and quantitative technology to solve problems.
Smart.
Integration. Combine the good aspects and essence of various management methods, and integrate creative thinking and other intellectual factors to realize the functional integration and technical integration of the management system.
Dynamic development. Dynamic means that in the process of digital management, managers are required to constantly supplement and modify the digital information input with the changes of internal and external conditions, so as to find out the new digital optimal information output.
Systematize. Systematization means that digital management studies the relationship between various functions from a systematic point of view.
Dell has powerful internet technology, intranet technology, extranet technology, computer software and hardware technology, communication technology and artificial intelligence technology as external supporting conditions for digital management, which provides powerful tools for the identification, acquisition, transmission and utilization of management information.
Supply chain management mode:
Dell is famous for its "direct operation" mode, and its efficient supply chain and logistics system make it go against the market in the downturn of the global IT industry.
Dell's global business growth is largely attributed to Dell's unique direct selling business model and efficient supply chain. The direct selling business model has built a platform called "virtual integration" between Dell, suppliers and customers, ensuring the seamless integration of the supply chain. In fact, Dell's supply chain system has already broken the traditional rationing relationship between "manufacturers" and "suppliers". In Dell's business platform, customers have become the core of the supply chain. Direct marketing mode allows Dell to get first-hand customer feedback and demand from the market, and other business departments such as production can timely convey these customer information to Dell raw material suppliers and partners. This "extraordinary" operation with customers as the core in the supply chain system has enabled Dell to achieve a four-day inventory cycle, while most competitors still linger for 30-40 days. In this way, based on the average weekly depreciation of parts in IT industry 1%, the competitiveness of Dell products is obvious. In the process of constantly improving the supply chain system, Dell has also keenly captured the great changes brought by the Internet to the supply chain and logistics, and lost no time in establishing an online e-commerce platform including information collection, raw material procurement, production, customer support, customer relationship management and marketing.
On the valuechain.dell.com website, Dell and its suppliers * * * enjoy a complete set of information including product quality and inventory list. At the same time, Dell also uses the Internet to directly conduct business with more than113,000 commercial and institutional customers around the world. Through Dell's advanced www.dell.com website, users can evaluate and configure Dell's full range of products at any time and get corresponding quotations. Users can also order online and monitor the product manufacturing and delivery process at any time. Dell's successful practice in the field of e-commerce has made "direct sales" take off, greatly enhancing the competitive advantage of products and services.
Competitive strategy and environment:
Market base and market structure:
In the huge IT market, well-known and powerful enterprises such as IBM, HP and Apple occupy a considerable share of the computer hardware market, and at the same time, these enterprises also occupy a large market share in other fields, such as HP printers, IBM's e-commerce services, Apple's MP3 players and unique MAC system software. IT was very difficult for Dell to gain a foothold in this huge IT market, but Dell really did it.
Dell model removes intermediate links and directly faces consumers. On the one hand, it greatly reduces the cost, which makes it have a cost advantage compared with competitors and can sell products at lower prices. On the other hand, close contact with consumers enables them to obtain information in time to adjust their products, thus having the advantage of differentiation. The final effect of the combination of the two is to effectively make up for Dell's disadvantages in scale, technology and capital, and make its business advance by leaps and bounds in the next decade. Up to now, Dell has surpassed IBM and Compaq in the PC market in the United States, ranking fourth among the most praised companies in the United States with 1998.
At the same time, Dell has entered new fields such as printers, enterprise servers and MP3 players.
Market positioning:
Dell provides personalized direct selling services for enterprises, governments and individual consumers, and can customize services according to consumers' requirements. Because the intermediate link is omitted, the price is more competitive and can meet the individual needs of customers.
System function system and business process:
E-commerce system for online direct selling enterprises;
The main feature of e-commerce between online direct selling enterprises is to use the Internet, rather than traditional middlemen, such as retailers and wholesalers. On the one hand, it can improve the response speed of enterprises to the market, and at the same time, it can also reduce the marketing expenses of enterprises, especially the marketing channel expenses, so as to provide customers with more satisfactory services at lower prices. Therefore, once an enterprise establishes the online direct selling channel model, it can greatly improve its competitiveness. Using online direct sales channels, enterprises can directly establish e-commerce transactions with customers, break through the time and space restrictions of traditional middlemen's distribution, and serve customers across time and space, thus expanding the market share of enterprises.
Online payment function. Enterprises can use online payment platforms provided by third parties to establish their own payment systems, such as using credit cards provided by banks.
Distribution function. Because the customers of online direct selling service can transcend time and space, it is not enough to rely on the traditional internal distribution system, and it is necessary to establish close cooperative relations with some professional global logistics companies. For example, Dell's delivery service is conducted through FedEx, and they realize the synchronization of delivery information through the network. When Dell has an order for delivery service, the order will be delivered to FedEx at the same time, and FedEx will deliver it directly from the place of production to the customers of the enterprise according to the order requirements.
Online ordering function. When providing online ordering function, enterprises should meet customers' needs to the maximum extent according to their product characteristics and production capacity. Generally can be divided into three stages. In the first stage, enterprises will display their products online, so that customers can order with the quantity at any time, as long as the production capacity of the enterprise production system is sufficient; In the second stage, the enterprise not only displays the products that have been designed and produced, but also allows customers to adjust some configurations and functions of the products to meet the individual needs of customers, which requires the standardization and flexibility of the production system of the enterprise; The third stage is to allow customers to make requests. Under the guidance of enterprise design system, customers can design their own products according to their own needs, which requires the internal system of the enterprise to be highly flexible and intelligent. At present, the most common mode is the first stage mode, and a few enterprises such as Dell have already achieved the second stage. As for the third stage, many intelligent technologies are needed to cooperate.
Support flexible production and logistics systems within enterprises. Dell can have direct face-to-face contact with customers, and can produce products that meet customers' needs according to customers' direct requirements, so the production system and logistics system within the enterprise must be synchronized with customers' needs. Dell has realized the flexibility of the production system synchronized with the market, that is, production according to orders; At the same time, the logistics system of the enterprise also closely cooperates with the demand for raw materials and staffing in the flexible production process.
Good after-sales service. Dell provides products to customers online, and allows customers to check the status of order processing in real time, and get technical support and upgrade software online. Of course, not all after-sales services can be provided online, but it can improve the overall after-sales service level of enterprises.