安利（中国）公司营销策略研究
发布时间：2018-12-10 09:22
【摘要】：自从安利(中国)公司1992年进入中国市场以来,不断根据中国的国情,做出相应的营销策略,并在此基础上不断的开拓进取,并且以其惊人的速度在中国市场上绽放。尽管安利(中国)在中国市场取得如此辉煌的成绩,但是安利在中国市场发展壮大的道路并非一帆风顺。到1998年中国政府禁止传销后,安利(中国)也难以避免,时任董事长同时也是安利公司创始人的理查.迪维士坚定绝不退出中国的理念,安利(中国)积极和国家有关部委反复沟通和交涉,并在营销模式上进行转型,安利(中国)成为首家获国务院颁布的10家转型企业。转型后取的成功使得安利(中国)从1998年7月重新营业到2005年,安利(中国)取得营业逾170亿元的辉煌业绩,不得不说安利(中国)在营销策略上的调整是非常成功的。安利(中国)到底采取了何种营销策略,在新时代的市场环境下,安利(中国)又将采用什么样的营销策略将是本文重点要研究的内容。 本文从新时代营销创新模式出发,运用市场营销学理论来分析和论证安利(中国)的营销策略。将全文划分五个部分：第一部分,介绍我国营养保健、美容化妆产业的市场形势,选题的研究背景,营销策略的作用以及重要性,提出“安利(中国)营销策略”的研究课题；第二部分,详细论述影响市场营销的定义、影响策略选择的因素、STP理论和营销策略组合理论、营销环境分析(包括内部环境、外部环境、SWOT分析等)；第三部分,在对安利(中国)现状分析后,提出了安利(中国)营销策略以及新形势下安利(中国)采取的营销策略；第四部分,提出新形势的营销策略下的营销活动具体实施方式和效果；第五部分,总结,并提出工作预期。
[Abstract]:Since Amway (China) entered the Chinese market in 1992, it has been making corresponding marketing strategies according to China's national conditions, and on this basis, it has been constantly pioneering and enterprising, and blooming in China market with its amazing speed. Despite the success of Amway (China) in China, Amway's path to growth in China has not been smooth. By 1998, when the Chinese government banned MLM, Amway, then chairman and founder of Amway, was inevitable. DeVos is determined not to withdraw from the concept of China, Amway (China) actively and the relevant state ministries and departments to communicate and negotiate repeatedly, and in the marketing model transformation, Amway (China) became the first 10 transition enterprises promulgated by the State Council. The success of the transition made Amway (China) reopen from July 1998 to 2005, and Amway (China) made a brilliant achievement of more than 17 billion yuan. We have to say that Amway (China) has been very successful in adjusting its marketing strategy. What marketing strategy Amway (China) has adopted and what kind of marketing strategy Amway (China) will adopt in the new market environment will be the main content of this paper. This paper analyzes and proves Amway (China)'s marketing strategy by using marketing theory from the perspective of marketing innovation mode in the new era. The paper is divided into five parts: the first part introduces the market situation of nutrition and health care and cosmetic industry in China, the research background, the role and importance of marketing strategy, and puts forward the research topic of "Amway (China) Marketing Strategy"; The second part discusses the definition of marketing, the factors that influence the choice of strategy, STP theory and marketing strategy combination theory, marketing environment analysis (including internal environment, external environment, SWOT analysis, etc.); The third part, after analyzing the current situation of Amway (China), puts forward the Amway (China) marketing strategy and the Amway (China) marketing strategy under the new situation; The fourth part, put forward the new situation under the marketing strategy of the specific implementation of marketing activities and results, the fifth part, summarized, and put forward the work expectations.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.7
本文编号：2370346
[Abstract]:Since Amway (China) entered the Chinese market in 1992, it has been making corresponding marketing strategies according to China's national conditions, and on this basis, it has been constantly pioneering and enterprising, and blooming in China market with its amazing speed. Despite the success of Amway (China) in China, Amway's path to growth in China has not been smooth. By 1998, when the Chinese government banned MLM, Amway, then chairman and founder of Amway, was inevitable. DeVos is determined not to withdraw from the concept of China, Amway (China) actively and the relevant state ministries and departments to communicate and negotiate repeatedly, and in the marketing model transformation, Amway (China) became the first 10 transition enterprises promulgated by the State Council. The success of the transition made Amway (China) reopen from July 1998 to 2005, and Amway (China) made a brilliant achievement of more than 17 billion yuan. We have to say that Amway (China) has been very successful in adjusting its marketing strategy. What marketing strategy Amway (China) has adopted and what kind of marketing strategy Amway (China) will adopt in the new market environment will be the main content of this paper. This paper analyzes and proves Amway (China)'s marketing strategy by using marketing theory from the perspective of marketing innovation mode in the new era. The paper is divided into five parts: the first part introduces the market situation of nutrition and health care and cosmetic industry in China, the research background, the role and importance of marketing strategy, and puts forward the research topic of "Amway (China) Marketing Strategy"; The second part discusses the definition of marketing, the factors that influence the choice of strategy, STP theory and marketing strategy combination theory, marketing environment analysis (including internal environment, external environment, SWOT analysis, etc.); The third part, after analyzing the current situation of Amway (China), puts forward the Amway (China) marketing strategy and the Amway (China) marketing strategy under the new situation; The fourth part, put forward the new situation under the marketing strategy of the specific implementation of marketing activities and results, the fifth part, summarized, and put forward the work expectations.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.7
【参考文献】
相关期刊论文 前4条
1 王键;;成长源自本土化创新——美国安利公司董事长温安洛解读成功密码[J];财经界;2007年07期
2 覃燮妍;;50年安利 改变中国人的生活[J];连锁特许;2009年10期
3 李俊佳;;从郑李锦芬看安利[J];知识经济(中国直销);2008年10期
4 周意立;;手:安利高层的中国公关之道[J];知识经济(中国直销);2009年08期
，本文编号：2370346
本文链接：https://www.wllwen.com/guanlilunwen/shengchanguanlilunwen/2370346.html
