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Introduction 引言

Dell Corporation is one of the largest vendors for computers and servers all around the world which mainly develops, manufactures, sells, and supports personal computersfor the global market. Although the market for computer industry is competitive and many of manufacturers are struggling with slumping sales and billions of dollars in losses, Dell is still gaining market shares and profits. The innovated strategy---the virtual integration, which was brought by the founder of Dell, Michael Dell plays the significant role in Dell's successful business model. When most of the competitors are still utilizing the tradition Marketing strategies, Dell's unique strategy breaks the traditional boundaries and starts the marketing revolution.

戴尔公司是世界范围内主要开发，生产，销售计算机和服务器最大的供应商之一，并在全球市场支持个人电脑。虽然市场上电脑行业竞争激烈，不少厂商都在努力，在销售疲软损失数十亿美元，戴尔仍然获得市场份额和利润。该创新策略---虚拟整合，戴尔的创始人迈克尔·戴尔在成功的商业模式上扮演着重要的角色。当大多数的竞争对手还在使用传统的营销策略，戴尔独特的策略打破了传统的界限，并开始营销革命。

However, Dell’s marketing model is simple in concept, but complex in execution.Therefore, this report will evaluate the strategic and tactical marketing practices in the Dell case study and identify the critical issues in this case by utilizing and applying the theoretical underpinning from the module. The major factors for Dell's business strategy consist of direct marketing strategy, customerization, inventory control, customer segmentation, customer relationship management. Through the factors and components consisting the Dell's unique business strategy, we can have a better understanding of the background, operation and advantages of virtual integration.
然而，戴尔的营销模式是简单的概念，但在执行时却很复杂。因此，本报告将评估戴尔的战略和战术的营销手法作为案例研究和利用，并从模块应用的理论基础确定关键问题。戴尔的业务战略主要因素包括直接营销策略，顾客化定制，库存控制，客户细分，客户关系管理。通过包括戴尔的独特经营策略的因素成分，我们可以有一个更好的理解虚拟一体化的背景，操作步骤和优势。

Strategic and Tactical Marketing Practices in Dell' Marketing Strategy 戴尔的营销策略的战略和战术营销行为

Direct marketing strategy is a pioneering business model in computer industry which proves to be quite successful. "The traditional value chain in the personal computer industry was characterized as'build-to-stock.'PC manufacturers, such as IBM, Compaq, and Hewlett-Packard,designed and built their products with preconfigured options based on marketforecasts" (Achtmeyer, 2002, p. 2 ). They used to produce every components of computer by themselves, and focus on the research and development of latest components. The fate of company depends on who can create more updated products, who can bring fresh products faster. And then the products are transferred from the manufacturers to the whole sellers, then to the retailers. The profit margins for the manufacturers are narrowing under so many links. Under such a competitive market, Dell's direct marketing model brings a fresh look to the computer industry. Theoretically, direct marketing is any unsolicited contact your business makes with existing or potential customers in order to generate sales or raise awareness (business link, 2008). The chart below clearly shows the traditional marketing model and Dell's direct marketing model.

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