XY保健品公司网络直销模式探索

发布时间：2018-03-20 07:35

本文选题：保健品　切入点：直销　出处：《华东理工大学》2011年硕士论文　论文类型：学位论文

【摘要】：随着我国经济的不断发展,国民生活水平的不断提高,大众消费观念已经发生了非常大的改变,人们自我的保健意识越来越强,对营养保健品需求也越来越高。目前,不同的对象对保健品的需求呈现以下趋势：老年人对保健品的需求仍然最高；其次是女性对保健品的需求,尤其是对美容养颜、营养素补充以及减肥类产品的需求,并且这种需求以较快的速度上升；另外由于男性所承受的社会压力和生活压力越来越大导致亚健康的侵袭也使他们更加关注自己的健康,因此男性对保健品的需求也呈上升趋势；最后青少年、儿童对保健品的需求也随着家长保健意识的增强在不断增大。从地域方面讲,沿海地区对保健品的需求高于内陆地区,一类城市高于二类城市。需求将会带动保健品市场的繁荣,营养保健品行业迎来了发展的契机。但是繁荣的背后必有艰辛,行业的激烈竞争以及广大消费者的理性化消费趋势也给保健品企业带来了巨大的压力。传统营销模式的一致化,已无法体现出企业的优势,无数的企业利用广告的狂轰乱炸红极一时,最后又无声无息的没落、消失。但与此同时又有很多企业在这样的环境中迅速成长、壮大,甚至占据了中国保健品市场一半以上的市场份额,如安利、完美、天狮等。它们的巨大成功,不仅体现出直销的巨大魅力,而且也给保健品企业提出了新的思路。同时网络越来越成为人们生活中不可或缺的一部分,已经有很多的企业利用网络获得了成功,这也给保健品企业提供了一个新的契机。直销和网络营销模式都是未来发展的趋势,那么将两者结合产生的网络直销模式是否也将大有可为呢? 本文以XY保健品公司为案例,以保健品市场为背景,对XY保健品公司的营销策略进行了介绍、分析和设计。论文分为六个部分,第一部分主要介绍了论文的研究背景,包括中国保健品行业的发展状况和直销行业的发展状况,同时介绍了论文的内容与框架以及论文的写作目的和方法；第二部分主要介绍了直销与网络营销的相关理论以及界定了直销、网络营销和网络直销的相关概念；第三部分主要介绍了保健品行业的整体环境、XY保健品公司的状况以及XY保健品公司的营销模式,同时提出其营销模式中所存在的问题；第四部分针对XY保健品公司存在的问题,分析了网络直销模式运用于XY保健品公司的可行性；最后重新设计了XY保健品公司的营销策略及得出相关结论。
[Abstract]:With the continuous development of our economy and the continuous improvement of the standard of living of the people, the concept of mass consumption has been greatly changed, people's self-awareness of health care has become stronger and stronger, and the demand for nutritious and healthy products has also become higher and higher. At present, The demand for health care products for different objects showed the following trends: the elderly still had the highest demand for health products, followed by women for health products, especially for beauty, nutrition supplements and weight loss products. And this demand is rising at a faster rate; in addition, men are more concerned about their health as a result of the increasing social and life pressures they are subjected to, which have led to the invasion of sub-health. Therefore, male demand for health products is also on the rise; finally, the demand for health products for adolescents and children is also increasing with the increasing awareness of health care among parents. Geographically speaking, the demand for health products in coastal areas is higher than that in inland areas. First class city is higher than second class city. Demand will promote the prosperity of health products market, nutrition and health products industry ushered in the opportunity of development. But there must be hardships behind the prosperity. The fierce competition in the industry and the rational consumption trend of the vast number of consumers have also brought great pressure to the health products enterprises. The consistency of the traditional marketing mode has not reflected the advantages of the enterprises. Countless enterprises took advantage of the explosion of advertising to blow it up for a while, then finally went down and disappeared in silence. But at the same time, many enterprises grew and grew rapidly in such an environment. They even account for more than half of the market share of Chinese health products, such as Amway, perfection, Tianshi, etc. Their great success not only reflects the great charm of direct sales, At the same time, the network has become an indispensable part of people's lives, and many enterprises have made use of the network to achieve success. This also provides a new opportunity for health products enterprises. Direct marketing and network marketing model are future development trends, so will the combination of the two network direct marketing model will also be promising? Taking XY Health products Company as a case, this paper introduces, analyzes and designs the marketing strategy of XY Health products Company in the background of health care products market. The paper is divided into six parts, the first part mainly introduces the research background of the paper. Including the development of health products industry in China and the development of direct marketing industry, the content and framework of the paper as well as the purpose and method of writing the paper are introduced. The second part mainly introduces the related theories of direct marketing and network marketing, and defines the related concepts of direct selling, network marketing and network direct selling. The third part mainly introduces the situation of XY Health products Company and the marketing mode of XY Health products Company, and puts forward the problems in its marketing mode. Part 4th aims at the problems existing in XY Health products Company. This paper analyzes the feasibility of applying the network direct selling mode to XY Health products Company, and finally redesigns the marketing strategy of XY Health products Company and draws the relevant conclusions.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F713.32

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