發(fā)布時(shí)間：2018-04-30 02:11

  本文選題：直銷渠道 + 市場營銷　； 參考：《河北大學(xué)》2017年碩士論文

【摘要】：在市場競爭突飛猛變的今天,企業(yè)獲取競爭優(yōu)勢同時(shí)提高市場占有率的重要工具之一便是分銷渠道。渠道的作用也越來越明顯,渠道與公司消費(fèi)者是否一致,是否積極地發(fā)揮其作用,直接影響到企業(yè)的產(chǎn)品能否馬上引爆市場、引領(lǐng)市場,從而打造出自身的品牌形象。因此一個(gè)好的營銷渠道,如何行之有效的維護(hù)渠道的高效運(yùn)營對企業(yè)的未來有和深遠(yuǎn)的意義。直銷是生產(chǎn)者直接把產(chǎn)品賣給消費(fèi)者,而不會(huì)產(chǎn)生任何中間環(huán)節(jié)的一種營銷模式。直銷看似一個(gè)非常簡單的銷售模式,其實(shí)其中包含了生產(chǎn)、流通、消費(fèi)多個(gè)方面的營銷渠道的組織形式。它形成于市場經(jīng)濟(jì)中自由交易、任意互換。直銷每年所創(chuàng)造的財(cái)富已經(jīng)是中國特色市場經(jīng)濟(jì)中不可忽視的一環(huán)。直銷在中國正在變得成熟,對直銷已經(jīng)由一個(gè)感性名詞變成了理性名詞。因此,我們有必要對直銷——這種營銷領(lǐng)域中不走尋常路,以及中國內(nèi)資新興的直銷企業(yè)金士力佳友公司的直銷渠道作深入的研究,為向著健康發(fā)展的中國直銷,為其它直銷公司在中國的規(guī)范經(jīng)營提供實(shí)踐指導(dǎo)意義和一定的參考價(jià)值。本文通過對金士力佳友公司在直銷立法后的直銷渠道研究,堅(jiān)持以理論與實(shí)際相結(jié)合,以渠道理論及國內(nèi)外的直銷理論為基礎(chǔ),結(jié)合該公司的實(shí)際情況,對公司的直銷渠道現(xiàn)狀進(jìn)行研究分析,并制定新的直銷渠道方案。并運(yùn)用SWOT分析法分析其進(jìn)一步發(fā)展的機(jī)會(huì)與威脅。在《直銷管理?xiàng)l例》出臺(tái)后,對金士力佳友公司建立新的直銷渠道的建議,使我們真正理解直銷和直銷事業(yè),真正區(qū)分合法直銷與非法傳銷的差別。為在直銷立法后,各直銷公司的規(guī)范經(jīng)營,消費(fèi)者選擇合法直銷公司方面將具有指導(dǎo)意義。
[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.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F713.32

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