Michael. Michael dell) 1965 was born in Houston on February 23rd. American Jewish entrepreneur, founder and chairman of the board of directors of Dell, one of the world's largest computer manufacturers. Let me take you to meet Michael, a computer wizard. Dell's entrepreneurial story.
While other computer manufacturers around the world are experiencing the pain of sluggish sales, Dell computers continue to prosper. When its global shipments increased by 18% in the second quarter of 2002, the shipments of other manufacturers decreased by 4%. 37-year-old Michael. Dell has been the CEO of Dell Computer Company for nearly 20 years. 1984 When Dell Computer was founded, its registered capital was only 1000 USD. By 200 1 year, its sales reached $3 10 billion, with 36,000 employees worldwide. In the Fortune Global 500 in 2002, Dell ranked 13 1.
Why can Dell maintain such rapid development? Selling directly to customers? Direct mode? And customer classification? Market segmentation? Mode is its two magic weapons. But in fact, it all came from its founder? Michael. Dell's accidental inspiration as a teenager.
Michael, when? When Dell was a child in the 1970s, his parents talked about inflation and the oil crisis at the dinner table, which made him interested in business since he was a child. /kloc-at the age of 0/2, he took his first business adventure? In order to save money, he didn't want to buy stamps from the auction, but persuaded his neighbors to entrust him to buy stamps and then published advertisements selling stamps in professional journals. Unexpectedly, he earned 2000 dollars. This made Michael Dell feel it for the first time? Direct contact? Strength and gain, that is, the benefits of no middleman. At the same time, he realized that if there is a good idea, it is definitely worth taking some actions. After tasting the sweetness of direct selling as a teenager, michael dell put this in his later entrepreneurial attempt. Direct mode? Play to the extreme.
In junior high school, Michael? Dell owns an Apple computer and soon turned his interest to the business opportunities behind it. Soon, he noticed that IBM personal computers had more commercial uses. He eagerly learned all the knowledge of computers, used the money earned from selling newspapers to buy computer parts, modified the computer and sold it for profit, and then modified another one. During this period, he found that the price and profit margin of computers were very irregular. An IBM personal computer costs $3,000, and parts can be bought for $600 to $700. Moreover, most people who leave computer stores don't know much about computers and can't provide technical support for customers. At that time, he had bought exactly the same computer parts, upgraded the computer and sold it to people he knew. So michael dell came up with an idea: as long as he sells more, he can compete with those stores. Because there is no middleman, his modified computer has not only the price advantage, but also the quality and service advantage, that is, it can provide computers with different functions according to the direct requirements of customers.
Shortly after he became an unusual freshman at the University of Texas, he drove a white BMW with three computers in the back seat. He realized that computers would become the most important tool in the 20th century, and he faced a huge opportunity. At that time, major manufacturers in the computer industry, including Apple Computer and IBM, chose to sell computers through distributors, but michael dell hoped to provide customers with better value and service through direct sales, and hoped to become a leader in this field. 1984, Michael? Dell dropped out of school and started his own company in an office of about 93 square meters in Austin. Dell computer company? .
Michael who supported his school days? Dell's money for playing with computers came from his part-time job selling newspapers when he was 16 years old. That summer, he was responsible for winning subscribers for the Houston Post. The newspaper gave him a thick phone book and asked him to call to sell it to customers. But michael dell soon discovered in his sales promotion that there are two kinds of people who will almost certainly be willing to subscribe to newspapers: those who just got married and those who just moved into a new house. Then after investigation, he found that couples will definitely register their addresses in the court when they get married, and some companies will sort out the list of loan applicants according to the amount of housing loans. So, he managed to get the information of these two kinds of people around him, and sent them letters directly, providing information about subscribing to newspapers. In this way, michael dell earned $6.5438+$8,000 that year, which not only made him buy more computers, but also inspired his creative inspiration? Know the customer better than the customer? Market segmentation strategy.
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