PC机行业的网上直销研究

PC机行业的网上直销研究
 
摘要:网上营销是新兴的营销模式。在以信息技术为代表的高新技术迅猛发展和全球化的今天，以网上直销促进传统PC机行业信息化建设已成为提升和维持企业核心竞争力的重要手段。本文首先介绍了网上直销的概念、功能等1系列相关基本理论知识，然后，针对PC机行业的现状，提出了其中所存在的问题：消费者和商家的观念落后；网上支付方式单1；网上交易的安全性；物流发展的相对滞后。依据营销理论并结合DELL公司案例对所提出的问题进行了剖析，提出了合理开展网上直销的对策。文章研究的目的是解决PC机行业网上直销中所遇到的问题，为PC机行业的健康快速发展提供参考和借鉴。

关键字：PC机行业 ; 戴尔公司 ; 网上直销

Online Direct-marketing Research of the PC Industry
 
Abstract:  Online direct-marketing is a newly-emergent mode of marketing, using it to advance the informational construction of the traditional PC industry has become a most important means to promote and maintain the key competitive power of enterprises. The thesis introduces the concept of online direct-marketing, its function, and the significances of developing online marketing. Then it analyses how to tackle with the PC industry. According to the market theory and the case of the Dell Dell Computer Co. Ltd. Analyze What have been put forward. At last, combined with the case studies, the study provides proposals for the enterprises which intend to take the way of direct-marketing in our country.

Key words:  the PC industry;　Dell Computer Co. Ltd. ;  online direct-marketing