H tn: Trn T Anh Lp: K45I6 M SV: 09D140402

bi: Nghin cu website v m t m hnh kinh doanh B2B m Dell.com p

dng.

Mc lc
I. C s l thuyt Cc loi hnh giao dch B2B c bn 1.1. Loi hnh giao dch bn mua ch o 1.2. Loi hnh giao dch bn bn ch o 1.3. Loi hnh giao dch qua trung gian 1.4. Loi hnh thng mi hp tc II. M hnh kinh doanh B2B ca Dell 2.1. Gii thiu website Dell.com 2.2 M hnh kinh doanh B2B Dell p dng 2.3. Kt qu thnh tu thu c khi p dng loi hinh ny. III. Kt lun

Bi lm
I. C s l thuyt

Cc loi hnh giao dch B2B c bn: 1.1. Loi hnh giao dch bn mua ch o L loi giao dch mt ngi bn cho nhiu ngi mua ( mt n nhiu). M hnh ny thng c gi l ch in t bn bn. l mt ch da trn mt website, trong mt doanh nghip s bn cho nhiu ngi mua thng qua cataloge in t, thng qua sn u gi trn mng. C 3 phng php bn trc tip :bn t cataloge in t, bn thng qua u gi thun , bn trc tip.Nhng ngi bn trong ch in t thng l cc nh ch to hoc cc nh trung gian phn phi hay bn bun. 1.2. Loi hnh giao dch bn bn ch o L loi giao dch mt ngi mua t nhiu ngi bn(nhiu n mt). Ch in t bn mua l mt web ca mt DN s dng u gi ngc,m phn ,mua hng theo nhm hoc bt c mt phng php mua sm no khc.y chnh l qu trnh mua sm ca DN. 1.3. Loi hnh giao dch qua trung gian L loi giao dch nhiu ngi bn cho nhiu ngi mua (nhiu n nhiu). Mt sn giao dch TMDT l mt ch in t trong nhiu DN mua v bn gp nhau trao i ,m phn v mua bn hng ha trn mng.Sn giao dch chuyn nghnh l sn giao dch ngi mua v ngi bn ch trao i vi nhau hng ha v dch v ca mt ngnh cng nghip no nh st thp,qun o sn giao dch a nghnh l sn giao dch m trong ngi mua v ngi bn trao i vi nhau nhiu loi hng ha khc nhau. 1.4. Loi hnh thng mi hp tc L truyn thng v chia s thng tin thit k v lp k hoch gia cc i tc kinh doanh. S dng cng ngh s cho php cc cng tc trong vic lp k hoch ,thit k,pht trin, qun l,nghin cu sn phm, dch v v cc ng dng mi ca TMT. Cng c tin hnh thng mi cng tc l cc phn mm phc v lm vic

theo nhm v cc cng c hp tc c thit k c bit khc.Cng tc c thc hin trong v gia cc t chc cc cng c h tr thuong mi cng tc :Email,phng cht ,bng thng bo, truy cp d liu chung trc tuyn.

II. Ni dung
1. Gii thiu v Dell

Dell Inc.

Loi hnh kinh doanh :

Cng ty i chng Bn mu:NASDAQ Bn mu:Sehk2 S&P 500 Component

Ngnh ngh :

Cng nghip my tnh Thit b ngoi vi Phn mm my tnh T vn cng ngh thng tin Dch v cng ngh thng tin

Thnh lp ti Austin, Texas vo ngy 4 thng 11, 1984 Nh sng lpMichael Dell Tr s chnh ti Dell Way, Round Rock, Texas,Hoa K

Khu vc hot ng : Ton cu Sn phm kinh doanh

- My tnh bn - My ch - My tnh xch tay - Netbook - Thit b ngoi vi - My in - Ti vi - My qut - Thit b lu tr - in thoi thng minh
Doanh thu $52.902 t USD( nm 2010) Li nhun kinh doanh 2.172 t USD(2010)

Nhn vin 96,000 (nm 2010)

Cng ty con Dell Services, Alienware Website: Dell.com Lch s hnh thnh

Michael Dell sinh nm 1965, thnh lp Dell nm 1984 vi s vn ban u 1.000 USD v mt tng cha tng c: bn cc chng trnh trc tip cho ngi tiu dng. Vi tng ny, Dell b qua khu bn hng trung gian, gim bt thi gian v chi ph pht sinh khng cn thit, gip khch hng c th tip cn c sn phm nhanh nht vi gi c thp v cht lng cao. Khi Internet ra i, Dell cng nhanh nhy a cng ty ln mng qung b. Trang web www. dell. com ra i nm 1994, v nm 1996 h thng dch v bn hng in t ca Dell chnh thc i vo hot ng. Mt nm sau , Dell tr thnh cng ty u tin t 1 triu USD doanh thu bn hng qua Internet. Hin nay, mi qu trang

web chnh thc ca cng ty nhn c trn 1 t lt truy cp trn khp 86 quc gia c tr s ca Dell, s dng 28 ngn ng, phng ng v chp nhn 29 loi tin t khc nhau. Cho ti nay sau hn 20 nm hot ng, cng ty c xp x 96.000 nhn vin trn khp th gii.
2

M hnh kinh doanh B2B Dell.com p dng.

M hnh kinh doanh trc tip

Internet c thng mi ha vo nm 1990 v web tr nn ph bin t nm 1993 em li cho Dell c hi m rng hot ng kinh doanh ca mnh. Vi tng bn sn phm trc tip cho ngi tiu dng, Dell s dng loi hnh giao dch bn bn ch o ( mt ngi bn cho nhiu ngi mua)

Vi loi hnh giao dch bn bn ch o ny, c 3 phng thc bn chnh l: Bn qua catalog in t, Bn qua u gi thun v Bn hng trc tip (bn mua tho

thun vi bn bn v cc iu kin, gi c, s lung, phng thc thanh ton, vn chuyn v cht lng). Dell la chn phng thc bn hng trc tip ti ngi tiu dng, bng cch trin khai h thng t hng trc tuyn (online-order-taking) v m cc chi nhnh ti Chu u v Chu . Dell bt u cho bn cc sn phm ca mnh qua website Dell.com. Cch thc ny a tp on my tnh Dell tr thnh nh sn xut v phn phi trc tip cc h thng my tnh ln nht th gii. Mt khch hng c th gi in thoi ti chi nhnh Dell hay truy cp ti www.dell.com t hng chic my tnh vi cu hnh m mnh mong mun. Trong vng 5 ngy chic my s c giao tn tay khch hng v cng mt cu hnh , mc gi Dell a ra thp hn 10-15% gi ca cc i th cnh tranh. Bn cnh , dch v bo tr, bo dng ca Dell c nh gi l rt hon ho. Kt qu l Dell c th hng vng chc trong nhng cng ty hng u vi sn phm tin cy v dch v hon ho. Hin nay, cc nhm khch hng chnh ca Dell gm c: - C nhn s dng cho gia nh v vn phng - Cc doanh nghip nh, di 200 nhn vin - Cc doanh nghip va v ln, trn 200 nhn vin - Cc t chc chnh ph, gio dc, y t C hai nhm khch hng B2B v B2C u thc hin cc giao dch qua mng ti dell.com thng qua h thng catalogue in t v x l n hng t ng. Phn ln doanh thu ca Dell t B2B, trong khi B2C c thc hin qua quy trnh tng i chun ha (catalogue, gi mua hng, thanh ton bng th tn dng) cc giao dch B2B c h tr nhiu dch v hn. Dell cung cp cho hn 100.000 khch hng doanh nghip dch v h tr khch hng c bit. Dell cng trin khai h thng u gi in t ti dellauction.com thu ht thm khch hng v cng c thng hiu.

i tc chin lc ca Dell

British Airways (BA) s dng Dell nh i tc chin lc. Dell cung cp khong 25.000 my tnh xch tay v bn cho nhn vin ca BA. Dell cung cp hai h thng mua sm trc tuyn cho BA, qua cho php BA theo di, mua v kim tra cc n hng qua website c Dell customize ph hp vi BA. Ti website, BA c th la chn v cu hnh my tnh khc nhau sao cho ph hp vi tng b phn kinh doanh ca mnh. Nhn vin ca BA thng qua h thng Intranet c kt ni vi h thng ca Dell cng c php la chn v t mua my tnh ph hp vi nhu cu s dng ca mnh. Ngoi ra, vi m hnh kinh doanh trc tip ca mnh, Dell cn lin h vi rt nhiu nh cung cp do nhu cu lin lc v phi hp gia cc i tc rt ln. V d, phn phi sn phm, Dell s dng dch v ca FedEx v UPS. Dell cng s dng ca cc cng ty logistics nhn, lu kho v vn chuyn linh kin, thit b t cc nh cung cp khc nhau. Dell s dng li th ca cng ngh thng tin v web chia x thng tin gia cc i tc nhm gim thiu hng ha lu kho. Cc n lc integration (B2Bi) ca Dell bt u t nm 2000, khi Dell s dng PowerEdge servers da trn kin trc ca Intel v h thng gii php phn mm webMethods B2B integration kt ni cc h thng qun tr ngun lc doanh nghip (ERP-enterprise resource planning) ca khch hng, h thng mua hng trc tuyn ca Dell vi cc i tc sn xut v thng mi . Dell xy dng c h thng thng tin vi 15.000 nh cung cp dch v trn khp th gii. Dch v khch hng in t

Dell s dng rt nhiu cng c v phng tin in t nhm cung cp dch v khch hng tt nht. trin khai tt nht hot ng qun tr quan h khch hng (CRM-customer relationship management), Dell cung cp dch v h tr trc tuyn qua mng 24.7 cng nh dch v quay s trc tip cho cc chuyn gia h tr k

thut. Cc dch v h tr a dng t x l s c, hng dn s dng, nng cp, downloads, tin tc, cng ngh mi FAQs, thng tin tnh trng thc hin n hng, my account, din n trao i thng tin, cng ngh v kinh nghim, bn tin v cc hot ng tng tc gia khch hng v khch hng khc. S dng cc phn mm x l d liu (data mining tools), Dell c th phn tch v tm hiu c nhiu vn lin quan n nhu cu v hnh vi ca khch hng t c k hoch v gii php phc v tt hn.
3

Thnh tu t c khi p dng m hnh kinh doanh ny.

Nh bn hng trc tip nn Dell khng phi tr tin cho cc nh phn phi trung gian. Do gi thp hn mc bnh qun ti 12% so vi cc i th. Dell c phn ln khch hng t trn mng nn Dell c th kim tra c nhu cu ca th trng v v vy Dell c th gim s lng hng d tr trong kho xung ch cn 65% so vi cc i th cnh tranh ca mnh. Ring khon ny gip Dell tit kim c ti $50 triu trong mt nm. Gn 2/3 lng sn phm ca Dell c bn cho cc chnh ph, cc tp on ln v cc t chc gio dc. Dell bn c hn 43 triu USD gi tr my tnh mi ngy t hn 80 quc gia qua nhng website, mang li hn 50% doanh thu trong tng doanh thu ca tp on.. Hin nay, theo bo co nm 2010, ch ring qu 4, li nhun ca ton ngnh c ti 15.7 t USD, tng 2% nh kinh doanh dch v v gii php doanh nghip cng vi s tng trng mnh m lnh vc doanh nghip ln, doanh nghip va v nh. Ngoi ra, Dell t mc li nhun gp 21.5% nh vo vn hnh chui cung ng hp l, chnh sch gi bn, gim nhiu chi ph bn hng v chi ph linh kin.

M hnh kinh doanh trc tip ca Dell kt hp nhiu yu t nhm cung cp nhng sn phm c gi tr tt nht cho khch hng. l nhng sn phm c ty bin vi mc gi thp, thm vo l hnh thc giao hng nhanh v dch v khch hng hon ho. Vi phng thc hot ng theo m hnh kinh doanh trc tip, tt c cc sn phm ca Dell cung cp cho khch hng u c sn xut theo n t hng. Cch thc ny a tp on my tnh Dell tr thnh nh sn xut v phn phi trc tip cc h thng my tnh ln nht th gii. III. Kt lun Nhng thnh cng m Dell t c hin nay l nh Dell c mt chin lc kinh doanh hiu qu, lin tc i mi v lun lng nghe nhng phn hi cng nh nhng nhu cu t pha khch hng. Ngoi vic m rng danh mc sn phm, dch v v gii php p ng nhu cu ang tng ln t khch hng, Dell cn cung cp nhng gii php cng ngh thng tin mnh nht trong lch s ca Dell nh cc gi dch v : dch v h tr chuyn nghip, dch v chun on trc tuyn cn bn p ng trong mt ngy hay dch v bo hnh c bn trc tuyn p ng trong mt ngy. Dell xy dng mt m hnh thng mi in t in hnh. Vi m hnh ny, Dell gim c chi ph cho trung gian v gim lng hng lu kho. p ng nhu cu ln, Dell p dng m hinh th 3 l mua sm trc tuyn nhm nng cao hiu qu mua nguyn liu, thit b u vo (SCM), phi hp vi cc i tc v nng cao hiu qu hot ng bn trong doanh nghip (B2Bi). Ngoi ra, Dell cn p dng m hnh build-to-order (BTO) vi quy m ln, cho php khch hng la chn sn phm theo nhu cu. M hnh e-CRM cng c p dng duy tr quan h tt vi khch hng.

Vi m hnh kinh doanh ng n, dch v khch hng cht lng, m hnh kinh doanh ca Dell tr thnh in hnh v c nhiu nh sn xut khc p dng, c bit l cc nh sn xut t.

TI LIU THAM KHO 1 Tuoitre.vn

2 http://vi.wikipedia.org/wiki/Dell 3 http://vietbao.vn 4 www.doanhnhan.net