TS公司直销渠道及网络渠道整合问题研究

发布时间：2018-03-01 00:35

本文关键词： 直销渠道网络渠道渠道整合　出处：《天津财经大学》2016年硕士论文　论文类型：学位论文

【摘要】：网络营销在今天的经济环境中早已不再陌生,从网络营销上发展起来的电子商务概念更是已经深入人心,随着互联网渗透率和普及率的提升,近年来越来越多的企业都逐步开始渐渐涉水网络营销,通过这种方式扩大自己的市场规模、提升知名度和品牌力度。而直销是一个具有较深历史的营销方式,也是非常具有争议和热点的营销方式,它是否也能像其他企业一样,和互联网营销一起联姻,达成市场规模井喷式的增长,本文将针对这种现象进行一个讨论和探索,为一些正在面临互联网冲击,决策是规避冲突还是直面应战的企业,主要是直销企业,给出一些可以参考的建议与方案。本文通过直销和电子商务相关的基础理论出发,结合直销行业的特点和网络营销的优势,结合国内外各种实际案例的经验,分析了两种渠道整合的可行性方案,分析了两种渠道的互补和发展方式,挖掘了在两者渠道结合后可能产生的新的蓝海领域。同时本文也从直销企业业务角度出发,结合企业实际情况,分析了两者渠道整合的原因、条件、和可行性。以TS公司为例,提出了主要的业务相关流程、系统管理方式、资金流、信息流和物流三者的结合和保障。并且先见性的提出,如果渠道整合后可能产生的渠道冲突局面,以及面对不同的渠道冲突,企业能做的和企业应该考虑到的因素有哪些,这些都是本篇文章中提出的和实际结合比较紧密的思路和想法。本文在总体思路和方案实例上为直销企业的网络渠道开拓之路提出了自己的一些建议和思路。
[Abstract]:Network marketing has long been no stranger in today's economic environment, and the concept of electronic commerce, which has been developed from the network marketing, has been deeply rooted in people's hearts. With the increase of Internet penetration and popularization, In recent years, more and more enterprises have gradually begun to wade into the network marketing, through this way to expand their market size, enhance the popularity and brand strength. And direct marketing is a marketing method with a deeper history. It is also a very controversial and hot marketing method. Can it also be linked with Internet marketing, like other enterprises, to achieve a blowout growth of market scale? this paper will discuss and explore this phenomenon. For some enterprises that are facing the impact of Internet, whether to avoid conflict or face up to the war, mainly direct selling enterprises, this paper gives some suggestions and schemes that can be referenced. This paper starts from the basic theory of direct selling and electronic commerce. Combined with the characteristics of direct marketing industry and the advantages of network marketing, combined with the experience of various practical cases at home and abroad, this paper analyzes the feasibility of the integration of the two channels, and analyzes the complementary and developing modes of the two channels. This paper also analyzes the reasons, conditions and feasibility of the integration of the two channels from the point of view of direct marketing business and the actual situation of the enterprises. Taking TS Company as an example, Put forward the main business related process, system management mode, capital flow, information flow and logistics integration and guarantee. And foresight, if the channel integration may produce channel conflict situation, And in the face of different channel conflicts, what are the factors that enterprises can do and should take into account? These are the ideas and ideas which are closely combined with the practice in this article. This paper puts forward some suggestions and ideas for the network channel development of direct selling enterprises on the basis of the general ideas and examples.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F279.26

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