金士力佳友公司直销策略改进研究

发布时间：2018-04-30 02:11

本文选题：直销渠道 + 市场营销　；参考：《河北大学》2017年硕士论文

【摘要】：在市场竞争突飞猛变的今天,企业获取竞争优势同时提高市场占有率的重要工具之一便是分销渠道。渠道的作用也越来越明显,渠道与公司消费者是否一致,是否积极地发挥其作用,直接影响到企业的产品能否马上引爆市场、引领市场,从而打造出自身的品牌形象。因此一个好的营销渠道,如何行之有效的维护渠道的高效运营对企业的未来有和深远的意义。直销是生产者直接把产品卖给消费者,而不会产生任何中间环节的一种营销模式。直销看似一个非常简单的销售模式,其实其中包含了生产、流通、消费多个方面的营销渠道的组织形式。它形成于市场经济中自由交易、任意互换。直销每年所创造的财富已经是中国特色市场经济中不可忽视的一环。直销在中国正在变得成熟,对直销已经由一个感性名词变成了理性名词。因此,我们有必要对直销——这种营销领域中不走寻常路,以及中国内资新兴的直销企业金士力佳友公司的直销渠道作深入的研究,为向着健康发展的中国直销,为其它直销公司在中国的规范经营提供实践指导意义和一定的参考价值。本文通过对金士力佳友公司在直销立法后的直销渠道研究,坚持以理论与实际相结合,以渠道理论及国内外的直销理论为基础,结合该公司的实际情况,对公司的直销渠道现状进行研究分析,并制定新的直销渠道方案。并运用SWOT分析法分析其进一步发展的机会与威胁。在《直销管理条例》出台后,对金士力佳友公司建立新的直销渠道的建议,使我们真正理解直销和直销事业,真正区分合法直销与非法传销的差别。为在直销立法后,各直销公司的规范经营,消费者选择合法直销公司方面将具有指导意义。
[Abstract]:With the rapid change of market competition, one of the most important tools for enterprises to gain competitive advantage and increase market share is the distribution channel. The role of the channel is becoming more and more obvious, whether the channel and the company consumers are consistent or not, whether to play its role actively, directly affects whether the products of the enterprise can immediately detonate the market and lead the market, thus creating its own brand image. Therefore, a good marketing channel, how to effectively maintain the efficient operation of channels for the future of enterprises and far-reaching significance. Direct selling is a marketing model in which producers sell products directly to consumers without any intermediate links. Direct marketing seems to be a very simple sales model, in fact, which includes production, circulation, consumption and many aspects of the organization of marketing channels. It is formed in the free trade in the market economy, arbitrary exchange. The wealth created by direct sales every year is a link that cannot be ignored in the market economy with Chinese characteristics. Direct selling in China is becoming mature, direct selling has changed from a perceptual term into a rational term. Therefore, it is necessary for us to make an in-depth study of direct selling, which is an unusual way in the field of marketing, as well as the direct marketing channels of Kingsley Jiayu, a new domestic direct selling enterprise, in order to promote the healthy development of China's direct sales. It provides practical guidance and certain reference value for other direct selling companies in China. Through the research on the direct selling channel of Kingsley Jiayu Company after the legislation of direct selling, this paper insists on combining theory with practice, on the basis of channel theory and direct selling theory at home and abroad, combined with the actual situation of the company. Research and analyze the current situation of direct marketing channel, and formulate a new direct marketing channel scheme. SWOT analysis is used to analyze the opportunities and threats of its further development. After the promulgation of the "regulations on Direct Marketing", the proposal of establishing a new channel of direct selling for Kingsley Jiayu Company enables us to truly understand the direct selling and direct selling undertakings, and to truly distinguish the difference between legal direct selling and illegal pyramid selling. In order to standardize the operation of every direct selling company after the legislation of direct selling, it will be of guiding significance for consumers to choose legal direct selling company.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.32

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