Phu luc I C ie mo hinh thirirng mai dien tfr thanh cong trén the giéi I C‹r hpi vfi hiem hga Dell Computer Corp dupc Michael Dell thanh lap ném 1985 la cong ty dau tién cung cap miiy tinh c i nhén qua[.]
Phu luc I: C:ie mo hinh th irirng mai dien tfr cong trén the giéi I C‹r hpi vfi hiem hga Dell Computer Corp dupc Michael Dell lap ném 1985 la cong ty dau tién cung cap miiy tinh c:i nhén qua thu Dell tu thiét ké c:ic in:iy tinh ca nhan va cho phép khach hang cau hinh va lua chpn h( thong tiiy y thong qua mo hinh Build-to-Order Mo hinh da va dang tao nén thénh cong ciia Dell Computer Den ném 1993, Dell tro m9t niim nha sén xuat in:iy tinh hang dau trén the gioi, de dpa trpc tiép den c:ie nha sén xuat miiy tinh c:i nhiin kh:ic nhu Compaq, bang mot cuoc chién tranh gi:i ca Vao thcii diem nay, chién tranh gi:i ca day Dell tii thua lo den thua lo kh:ic 1994, Dell ch|u khoan to khoiing 100 tri(u la My Cong ty thuc sq ga)p ph:ii kho khlin vao thoi die“ m II Grim phép Internet dupe thuong mai héa vao ndm 1990 va web tro nén bién tir 1993 dem lat cho Dell cc hoi de mo rong hoat dong kinh doanh cfia minh Dell trién khai h( thong da)t héng tr;jc tuyén (Online-order-taking) va mo ciic chi nhénh tai Chau Au v:i Chau A Dell bat dau chao bén cite situ pham ciia minh qua website Dell.com Chinh hoat dong tao the mph cho Dell cuoc canh tranh véi Compaq, den ném 2000 Dell tro thénh cong ty cung cap PC héng dau the gioi Vao théii diem dé doanh thu cfia Dell qua in g dat 50 tri(u USD /ng:iy (kho:ing 18 ty USD/n6m) Hi(n nay, doanh so kinh doanh qua mang ciia Dell.com vao kho:ing 50 t/v USD/nlim dfii voi c:ie s:in pham lien quan den in:iy tinh tir bo chuyén doi den miiy in 415 Marketing tr;rc tiép la hoat dong thuong mai di(n tu chinh cua Dell, cite nhom khach h:ing chinh ciia Dell gom cé›: - Ca nhén sir dung cho gia dinh va viin phong - C:ie doanh nghi(p nho, duéii 200 nhén vién - Ciic doanh nghi(p vira va lém, trén 200 nhdn vién - C:ie to chuc chinh phii, gi:to duc, y té Ca hai nhé›m kh:ich héng B2B va B2C deu th;rc hi(n c:ie giao dich qua in g tai dell.com thong qua h( thong catalogue di(n tfr va xu ly don h:ing tu dong Dell ciing trién khai h( thong dau gi:i di(n th tit dellauction.com de thu htit them kh:ich h rig va ciing ' thuong hi(u Mo hinh thiroiig mii di(n tfr B2B cfia Dell Pharr doanh thu cua Dell tir B2B, B2C dupc thuc hi(n qua quy trinh tuong doi chufin hoa (Catalogue, gio mua h:ing, toén b6ng the tin ding ) c:ic giao d|ch B2B duoc ho trp nhiéu d|ch vq hon Dell cung cap cho hon 100.000 khach h:ing doanh nghi(p dich vq ho trq kh:ich h:ing da(c bi(t (Premier Dell service) British Airways (BA) sit dung Dell nhu doi t:ie chien luqc Dell cung cap Shoring 25.000 in:iy tinh xach tay va de biin cho nhén vién cfia BA Dell cung cap hai h( thong cho BA, qua docho phép BA mua theo dfii, mua va kiém tra ciic don héng qua website Tai website, BA co the lqa chpn va cau hinh in:iy tinh khac cho phii hpp voi timg bo pha(n kinh doanh cfia minh Nhdn vién cua BA thf›ng qua h( thong in:Eng n i bo Intranet dupc két thong ciia Dell cling dupc phép lqa chpn va da)t mua in:iy tinh phii hpp v6i nhu cau su dung cua minh Dell g sfi dpng mo hinh mua thiét b|, linh ki(n tit c:ic nha cung cap cfia minh, day la mo hinh thuong mai di(n tu cong t:ie Dell su dung h( thong rat nhieu nha cung cap do nhu cau lien lac va phoi hpp gif:a cac doi t:ie rat lém Vi dp de phan phoi s:in pham, Dell sit 416 dpng d|ch vu ciia FedEx va UPS; Dell g sir dung ciia c:ic cfing ty Logistics de“ nha(n, luu kho va v(an chuyén linh ki(n, thiét b| tu cite nha cung cap kh:ie Dell su ding lpi the ciia cfing ngh( thong tin va web de chia se’ thf›ng tin gifra cac doi t:ic nh gidm thiéu h:ing hoa fun kho Ciic no luc tich hpp (B2Bi) cfia Dell bat dau tir niim 2000, Dell sir dpng PowerEdge servers dqa trén kién trtic cfia Intel va h( thong giai ph:ip phan mem webMethods B2B tich hpp de két not c:ic h( thong quén tri nguon lpc doanh nghi(p ciia khiich héng va h( thong mua h:ing trpc tuyen cua Dell véi c:ie doi t:ie sin xuat va thuong mai Dell da xay dqng duqc h( thong thong tin véri 15.000 nha cung cap d]ch vp trén khhp the giéri D)ch vu khéch hfing di(n tfr (e-Customer Service) Dell sfi dung rat nhiéu cong cu va phuong ti(n di(n tit nham cung cap dich v;j kh:ich h:ing tot nhat De trién khai tot nhat hoat d ng qu:in tri quan h( kh:ich héng (CRM-Customer Relationship Management), Dell cung cap dich vu ho trq tr;Jc tuyen qua in g 24h/7 ciing nhu d| ch v;; quay so trpc tiép cho ciic chuyén gia ho trp ky thuat Cac d|ch vp ho trp da d g tit xfr ly sq co, huéng dan sir dung, nting cap, downloads, tin tue, cong ngh( méi FAQs, thong tin tinh tr:Eng th;;c hi(n don héng, "My Account", dien dén de trao doi thong tin, cf›ng ngh( va kinh nghi(m, bén tin va c:ic hoat dong tirong t:ic giiia kh:ich hiing va kh:ich héng kh:ie Sfi dpng c:ie phan mém xir ly dir 1i(u, Dell co the phiin tich va tim hiéu dupe nhiéu van dé lién quan den nhu cau va h:inh vi cfia kh:ich h:ing tit co ké hoach va gi:ii phtip phuc vu tot hon Thiroiig mii di(n tfr n(i b( doanh nghi(p (Intrebusiness EC) Oe nting cao kha ndng siin xuat theo don h:ing (build-to-order), nting cao d9 chinh xéc cfia du doén nhu cau v:i hi(u qua du trii de sén xuat, giém th6i gran tir d t héng den giao h:ing (order-todelivery), néng cao d)ch vp kh:ich hiing Dell hpp t:ic véi Accenture de xay ding h( thong quiin tri chuoi cung cap Hi(n h( thong dupe sir dpng tar t:it ca cac nha may cfia Dell trén khap the giai cho phép Dell cé the thich nghi véi mf›i truéing kinh doanh va cfing ngh( bién doi nhanh df›ng thoi tri dupe hi(u qua hoat d ng cao nhat 417 Dell cfing da tu dong héia vi(c lap ké hoach s:in xuat, dq doén nhu cau, quiin tri kho qua sit dpng cfing ngh( thong tin va mo hinh chuoi cung ting di(n tu Ket qufi Dell da tro in t cong ty dupc d:inh gi:i cao nh3t ciia tap chi Fortune tit nam 1999 Dell da xay dijng hon 100 website cho timg th] truéng quoc gia khiic va tri lpi nhua(n o miic khoéng t dfi la My/niim 10 nghin la My dau tu vao co phieu cfia Dell nEm 1987 den déu dd co giii héng tri(u USD Dell ciing la nha tai trp chinh cho hoat dong nghie‘n elm ve‘ thuong mai di(n tii tai Dai h9c Texas nd tai Austin not Dell dAt tru so chinh Dell cfing tich cpc tham gia hiing loat cite chuong trinh tir thi(n va c:ie chuong trinh ho trp dao tao tin hpc, gi:inn kho rig c:ich so cho c:ic viing nong thon Dell da xay ding mot mo hinh thuong mai di(n tu dien hinh Bdt dau bdng mo hinh marketing trpc tiep doi véi in:iy tinh c:i nhén, sau dc› bdt dau kinh doanh qua in:Eng Tiép den Dell :ip dung mo hinh build-toorder (BTO) voi quy “ cho phép khach h:ing lqa chpn siin pham theo nhu cau Dell thu dupc lpi nhua)n nho giém trung gran va giiim lupng héng luu kho De‘ d:ip ting nhu cau lén, Dell :ip dung mo hinh thu la mua st trpc tuyen nh néng cao hi(u qua mua nguyén li(u, thiét b| dau vao (SCM), phoi hpp véi c:ic doi t:ic va nang cao hi(u qua hoat dong bén doanh nghi(p (B2Bi) Tiép den Dell tip dung mo hinh e-CRM de tri quan h( tot véi khach hang Mo hinh kinh doanh ciia Dell da tro thdnh dien hinh va dupc nhieu nha situ xuat kh:ie :ip dijng, d c bi(t la cite nha sén xuat o t6 418 AMAZON COR.• Vua bin lé trén mang I C‹r hgi Jeff Bazos, nguéi nhin thay cc hoi b:in héng qua Internet va da lpa chpn dupc s:in phfim phii hpp nhat de b:in qua in g Qua cite n6m, siin pham du9c lien tuc mo rong tit sach den ciic sin pham kh:ie, niing cao d|ch vp khach hiing, bo sung cite dich va ciic doi t:ie chién luqc Amazon.com ph:it trién tii cfra héng s:ich nhat the gioi thénh cfra héng l6n nhat the giéii Amazon.com dd nh(an thay tain quan trpng cua vi(c to chuc thqc hi(n don h:ing va kho va)n Dau tu hiing tri(u USD vao xay ding h( thong kho héng dupc thiét ké phii hpp véri vi(c giao h:ing bun ki(n nho den héng trdm nghin kh:ich héng Thu th:ich nh:it cua amazon.com van la lém the nao de tiép tuc thiinh cfing héng loat cong ty kh:ie da that bai, lém thu dupe va tri lpi nhu(an sau dd dau tu mot khoén von mt l6n vao mo hinh kinh doanh II Cong ngh( cfia Amazon.com Ben c cira hiing trpc tuyen, amazon.com da mo rong hoat dong rat nhieu hu6ng kh:ie nhu: cfra h:ing chuyén d9ng nhu cfra héng ky thuat, choi Amazon.com ciing mo rong d|ch vy bién tap nhieu linh v;¿c kh:ie thong qua in g luoi cite chuye“n gia nhieu linh v;;c Amazon.com mo rong danh mpc sén pham thém héng tri(u dau sach da qua ski d;ing va khong xuat bén niia Ngoai Amazon.com md r9ng sang cite sén pham ngoéi siich bén, nhu lién két véi Sony Corp Ndm 2002 dé bén c:ie sin pham cfia Sony online DJc diem noi bgt cua cfra héng trqc tuyén Amazon.com la de tim kiém, de xem va d5t hiing; nhieu théng tin ve sén pham, nhilu bai binh 1ua( n, d:inh giii, nhieu giéi thi(u, g9i y hpp ly vé 419