中国保健食品企业直销模式研究
发布时间：2018-12-06 06:41
【摘要】：随着经济全球化和商品经济市场的发展和壮大，直销模式也加快了全球化的进程，并越来越显露出其重要性。作为一个入世后的发展中国家，直销对于我国而言也是不可或缺的。直销在中国的发展不仅为我国提供了大量的就业岗位还在很大程度上拉动了经济增长。所以，直销开始越来越受到我国的关注，《直销管理条例》和《禁止传销条例》的颁布就是最好的证明，我们不仅重视直销，还在国外直销的基础上发展具有中国特色的直销模式。 本文将通过理论探索总结围绕直销的三个大方面展开，首先是直销的内涵，然后是直销的形式，最后就是比较直销相对于非法传销而言有什么不同之处。本文以保健食品为例，通过分析保健食品行业的发展现状和特点，总结直销在保健食品行业的发展趋势和原因，以及在未来的发展中应该注意的一些问题。然后，我们通过比较传统的直销模式和网络直销模式，指出传统直销模式在我国保健食品企业存在销售管理和渠道效率的问题，而网络直销模式则更加有利于保健食品的推广和发展，，并且以南方李锦记保健食品公司为例，证明网络直销模式在未来保健食品企业中发挥着不可替代的作用。
[Abstract]:With the economic globalization and the development and expansion of commodity economy market, the direct selling mode has also accelerated the process of globalization, and more show its importance. As a developing country after entering WTO, direct marketing is also indispensable for our country. The development of direct sales in China not only provides a large number of jobs for China, but also drives economic growth to a large extent. Therefore, direct selling is getting more and more attention in our country. The promulgation of the "regulations on Direct selling Management" and "Prohibition of MLM" is the best proof. We not only attach importance to direct selling, Also on the basis of foreign direct sales development with Chinese characteristics of direct selling mode. This paper will summarize the three aspects of direct marketing through theoretical exploration, first of all, the connotation of direct marketing, then the form of direct selling, and finally, compare the difference between direct selling and illegal pyramid selling. Taking health food as an example, this paper analyzes the present situation and characteristics of health food industry, summarizes the development trend and reasons of direct marketing in health food industry, and points out some problems that should be paid attention to in the future development. Then, by comparing the traditional direct selling mode with the network direct selling mode, we point out that the traditional direct selling mode has the problems of sales management and channel efficiency in Chinese health food enterprises. The network direct marketing model is more conducive to the promotion and development of health food, and taking the South Lee Kin-kee Health Food Company as an example, it proves that the network direct marketing model plays an irreplaceable role in the future health food enterprises.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.82
本文编号：2365598
[Abstract]:With the economic globalization and the development and expansion of commodity economy market, the direct selling mode has also accelerated the process of globalization, and more show its importance. As a developing country after entering WTO, direct marketing is also indispensable for our country. The development of direct sales in China not only provides a large number of jobs for China, but also drives economic growth to a large extent. Therefore, direct selling is getting more and more attention in our country. The promulgation of the "regulations on Direct selling Management" and "Prohibition of MLM" is the best proof. We not only attach importance to direct selling, Also on the basis of foreign direct sales development with Chinese characteristics of direct selling mode. This paper will summarize the three aspects of direct marketing through theoretical exploration, first of all, the connotation of direct marketing, then the form of direct selling, and finally, compare the difference between direct selling and illegal pyramid selling. Taking health food as an example, this paper analyzes the present situation and characteristics of health food industry, summarizes the development trend and reasons of direct marketing in health food industry, and points out some problems that should be paid attention to in the future development. Then, by comparing the traditional direct selling mode with the network direct selling mode, we point out that the traditional direct selling mode has the problems of sales management and channel efficiency in Chinese health food enterprises. The network direct marketing model is more conducive to the promotion and development of health food, and taking the South Lee Kin-kee Health Food Company as an example, it proves that the network direct marketing model plays an irreplaceable role in the future health food enterprises.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.82
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