【摘要】：隨著經(jīng)濟(jì)全球化和商品經(jīng)濟(jì)市場的發(fā)展和壯大，直銷模式也加快了全球化的進(jìn)程，并越來越顯露出其重要性。作為一個(gè)入世后的發(fā)展中國家，直銷對(duì)于我國而言也是不可或缺的。直銷在中國的發(fā)展不僅為我國提供了大量的就業(yè)崗位還在很大程度上拉動(dòng)了經(jīng)濟(jì)增長。所以，直銷開始越來越受到我國的關(guān)注，《直銷管理?xiàng)l例》和《禁止傳銷條例》的頒布就是最好的證明，我們不僅重視直銷，還在國外直銷的基礎(chǔ)上發(fā)展具有中國特色的直銷模式。 本文將通過理論探索總結(jié)圍繞直銷的三個(gè)大方面展開，首先是直銷的內(nèi)涵，然后是直銷的形式，最后就是比較直銷相對(duì)于非法傳銷而言有什么不同之處。本文以保健食品為例，通過分析保健食品行業(yè)的發(fā)展現(xiàn)狀和特點(diǎn)，總結(jié)直銷在保健食品行業(yè)的發(fā)展趨勢和原因，以及在未來的發(fā)展中應(yīng)該注意的一些問題。然后，我們通過比較傳統(tǒng)的直銷模式和網(wǎng)絡(luò)直銷模式，指出傳統(tǒng)直銷模式在我國保健食品企業(yè)存在銷售管理和渠道效率的問題，而網(wǎng)絡(luò)直銷模式則更加有利于保健食品的推廣和發(fā)展，，并且以南方李錦記保健食品公司為例，證明網(wǎng)絡(luò)直銷模式在未來保健食品企業(yè)中發(fā)揮著不可替代的作用。
[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.
【學(xué)位授予單位】：廣東財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F426.82

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本文編號(hào)：2365598