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眼下,美国PC、也是世界PC前三大厂商欲实行直销方式,以求降低库存、降低成本、缩短供货时间。那他们在中国的销售政策会不会改变,在中国PC直销之路是否可行?如果在国内的外商毅然推行直销政策以后,中国代理商的作用还存在吗?一系列连锁性的问题值得提前思索。理解直销政策各有各的立场。有人认为,不通过代理商直接用电话订货、厂商按订单生产,这就是直销。直销政策的鼻祖Dell公司就一直是这么做的。记者在1996年1月份到Dell公司马来西亚工厂采访时,亲眼见到Dell马来西亚的工人照着一张配有22项零部件、选件的订单装配PC。还有人认为,直销就是把PC放在商场里销。更有先进者认为,就是用Internet订货。不管怎么说,一句话:就是不要代理商了。然而,目前的IBM、HP、Compaq公司在美国的直销是以代理商作为引擎,是直销政策加代理配置的。据了解,几乎在全世界各地都采取直销政策的Dell公司,进入中国以来不敢冒然采取直销方
Right now, the United States PC, but also the world’s top three PC makers want to implement direct sales, in order to reduce inventory, reduce costs and shorten the delivery time. Then their sales policy in China will not change in the PC direct sales in China is feasible? If the resolutely in the domestic foreign direct marketing policy, the role of the Chinese agents still exist? A series of chain issues worth pondering in advance . Understand the direct sales policy has its own position. Some people think that, not directly by telephone ordering agents, manufacturers order production, this is the direct sales. The originator of Dell’s direct sales policy has always been to do so. In an interview with Dell’s Malaysia factory in January 1996, the reporter saw the Dell Malaysian workers assemble the PC according to an order with 22 components and options. Others think that direct marketing is the PC on the sales in the mall. More advanced think, that is, using the Internet order. Anyway, a word: that is, do not agents. However, the current IBM, HP, Compaq companies in the United States is the direct sales agency as an engine, is the direct sales policy plus the allocation of agents. It is understood that, almost all over the world have taken Dell’s direct sales policy, since entering China did not dare take the direct selling side