本文選題：保健品　切入點(diǎn)：直銷　出處：《華東理工大學(xué)》2011年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著我國經(jīng)濟(jì)的不斷發(fā)展,國民生活水平的不斷提高,大眾消費(fèi)觀念已經(jīng)發(fā)生了非常大的改變,人們自我的保健意識(shí)越來越強(qiáng),對(duì)營養(yǎng)保健品需求也越來越高。目前,不同的對(duì)象對(duì)保健品的需求呈現(xiàn)以下趨勢(shì)：老年人對(duì)保健品的需求仍然最高；其次是女性對(duì)保健品的需求,尤其是對(duì)美容養(yǎng)顏、營養(yǎng)素補(bǔ)充以及減肥類產(chǎn)品的需求,并且這種需求以較快的速度上升；另外由于男性所承受的社會(huì)壓力和生活壓力越來越大導(dǎo)致亞健康的侵襲也使他們更加關(guān)注自己的健康,因此男性對(duì)保健品的需求也呈上升趨勢(shì)；最后青少年、兒童對(duì)保健品的需求也隨著家長保健意識(shí)的增強(qiáng)在不斷增大。從地域方面講,沿海地區(qū)對(duì)保健品的需求高于內(nèi)陸地區(qū),一類城市高于二類城市。需求將會(huì)帶動(dòng)保健品市場的繁榮,營養(yǎng)保健品行業(yè)迎來了發(fā)展的契機(jī)。 但是繁榮的背后必有艱辛,行業(yè)的激烈競爭以及廣大消費(fèi)者的理性化消費(fèi)趨勢(shì)也給保健品企業(yè)帶來了巨大的壓力。傳統(tǒng)營銷模式的一致化,已無法體現(xiàn)出企業(yè)的優(yōu)勢(shì),無數(shù)的企業(yè)利用廣告的狂轟亂炸紅極一時(shí),最后又無聲無息的沒落、消失。但與此同時(shí)又有很多企業(yè)在這樣的環(huán)境中迅速成長、壯大,甚至占據(jù)了中國保健品市場一半以上的市場份額,如安利、完美、天獅等。它們的巨大成功,不僅體現(xiàn)出直銷的巨大魅力,而且也給保健品企業(yè)提出了新的思路。同時(shí)網(wǎng)絡(luò)越來越成為人們生活中不可或缺的一部分,已經(jīng)有很多的企業(yè)利用網(wǎng)絡(luò)獲得了成功,這也給保健品企業(yè)提供了一個(gè)新的契機(jī)。直銷和網(wǎng)絡(luò)營銷模式都是未來發(fā)展的趨勢(shì),那么將兩者結(jié)合產(chǎn)生的網(wǎng)絡(luò)直銷模式是否也將大有可為呢? 本文以XY保健品公司為案例,以保健品市場為背景,對(duì)XY保健品公司的營銷策略進(jìn)行了介紹、分析和設(shè)計(jì)。論文分為六個(gè)部分,第一部分主要介紹了論文的研究背景,包括中國保健品行業(yè)的發(fā)展?fàn)顩r和直銷行業(yè)的發(fā)展?fàn)顩r,同時(shí)介紹了論文的內(nèi)容與框架以及論文的寫作目的和方法；第二部分主要介紹了直銷與網(wǎng)絡(luò)營銷的相關(guān)理論以及界定了直銷、網(wǎng)絡(luò)營銷和網(wǎng)絡(luò)直銷的相關(guān)概念；第三部分主要介紹了保健品行業(yè)的整體環(huán)境、XY保健品公司的狀況以及XY保健品公司的營銷模式,同時(shí)提出其營銷模式中所存在的問題；第四部分針對(duì)XY保健品公司存在的問題,分析了網(wǎng)絡(luò)直銷模式運(yùn)用于XY保健品公司的可行性；最后重新設(shè)計(jì)了XY保健品公司的營銷策略及得出相關(guān)結(jié)論。
[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.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：F713.32

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