Abstract: Dell Incorporation got a huge success through its unique sales model. However, in last decade, Dell Incorporation’s sales volume declines continually. It is a top urgent task for Dell Incorporation. This thesis analyzes the reasons for the success of Dell Incorporation’s direct sales model. And then it analyzes the difficulties that direct sales model facing. How to change this unfavorable situation? How to regain the lost market share and profits? This thesis lists some transitions that Dell Incorporation makes to change that plight. Through the analysis that we can know, it is a represent the general trend to diversified Dell Incorporation’s marketing channels. It is also the choice of customers and the market.

Key words: Dell computer; direct selling; diversified marketing channels; marketing renovation

CONTENTS

Abstract

中文摘要

1. Introduction1

1.1 Development of Dell Company

1.2 Diversified Marketing Channels

2. Direct Sales Model of Dell.3

2.1 Dell’s Direct Sales Model

2.2 Plight of Dell’s Direct Sales Model

2.3 Revolution of Dell’s Marketing Channel: Single to Diversified

3. Conclusion..7

Bibliography....8

Acknowledgements..9