摘要
I
摘要
在市场竞争突飞猛变的今天,企业获取竞争优势同时提高市场占有率的重要工具之
一便是分销渠道。渠道的作用也越来越明显,渠道与公司消费者是否一致,是否积极地发
挥其作用,直接影响到企业的产品能否马上引爆市场、引领市场,从而打造出自身的品牌
形象。因此一个好的营销渠道,如何行之有效的维护渠道的高效运营对企业的未来有和
深远的意义

直销是生产者直接把产品卖给消费者,而不会产生任何中间环节的一种营销模式

直销看似一个非常简单的销售模式,其实其中包含了生产、流通、消费多个方面的营销
渠道的组织形式。它形成于市场经济中自由交易、任意互换。直销每年所创造的财富已
经是中国特色市场经济中不可忽视的一环。直销在中国正在变得成熟,对直销已经由一
个感性名词变成了理性名词

因此,我们有必要对直销——这种营销领域中不走寻常路,以及中国内资新兴的直
销企业金士力佳友公司的直销渠道作深入的研究,为向着健康发展的中国直销,为其它
直销公司在中国的规范经营提供实践指导意义和一定的参考价值。本文通过对金士力佳
友公司在直销立法后的直销渠道研究,坚持以理论与实际相结合,以渠道理论及国内外
的直销理论为基础,结合该公司的实际情况,对公司的直销渠道现状进行研究分析,并制
定新的直销渠道方案。并运用 SWOT 分析法分析其进一步发展的机会与威胁。在《直销
管理条例》出台后,对金士力佳友公司建立新的直销渠道的建议,使我们真正理解直销和
直销事业,真正区分合法直销与非法传销的差别。为在直销立法后,各直销公司的规范经
营,消费者选择合法直销公司方面将具有指导意义

关键词 直销渠道 市场营销 SWOT 分析Abstract
II
Abstract
The rapid change in market competition today, enterprises to gain competitive advantage
and improve an important tool of market share is the distribution channel. The function of the
channel is becoming more and more obvious, channels and consumer is consistent, whether to
actively play its role, directly affect the enterprise&39;s products can immediately off the market,
leading the market, so as to create its own brand image. Therefore, a good marketing channel,
how to effectively maintain the efficient operation of the channel for the future and
far-reaching significance of the enterprise.
Direct selling is a kind of marketing mode that producers sell their products directly to
consumers without any intermediate links. Direct sales seem to be a very simple sales model,
in fact, which includes the production, circulation, consumption of multiple aspects of the
marketing channels of the organization. It is formed in the market economy, free trade,
arbitrary exchange. The wealth created by direct selling is an important part of the market
economy with Chinese characteristics. Direct selling in China is becoming mature, direct
marketing has been changed from a sensible noun into a rational noun.
Therefore, it is necessary for us to direct the marketing does not take the unusual way,
in-depth research and direct sales channels China emerging domestic direct selling enterprises
kaslyju company, direct towards the healthy development of the China, for other Direct
Selling Company in China business norms to provide guidance and reference value in practice.
This article through to kaslyju company in the study of direct channel direct selling legislation,
to adhere to the combination of theory and practice, in order to direct the theory of channel
theory at home and abroad as the basis, combined with the actual situation of the company,
the research and analysis of the status quo of direct sales channels, and to develop new direct
channel system. SWOT analysis is used to analyze the opportunities and threats of further
development. In the direct selling regulations after the introduction of jinshili kaslyju
company to establish direct channels of new proposals, make us understand direct selling and
cause real distinction between direct selling and illegal pyramid schemes difference. In orderAbstract
III
to direct the legislation, the standardized operation of the Direct Selling Company, consumers
choose legal Direct Selling Company will have a guiding significance.
Keywords Direc t marketing channel Marketing Management SWOT analysis目 录
IV
目 录
第 1 章 绪论1
1.1 研究背景和意义1
1.2 研究现状1
1.3 研究思路和方法3
1.3.1 研究思路·3
1.3.2 研究方法·4
1.4 研究内容与创新点4
1.4.1 研究内容·4
1.4.2 创新点·5
第 2 章 直销发展的历程与文献回顾6
2.1 直销的概念及特点6
2.2 直销渠道的分类··7
2.3 直销在国外的形成与发展7
2.4 直销在国内的形成与发展 8
第 3 章 金士力佳友公司直销渠道管理分析10
3.1 金士力佳友公司业务简介··10
3.2 金士力佳友公司直销渠道现状··10
3.3 金士力佳友公司的渠道政策·11
3.4 金士力佳友公司直销人员的激励制度·11
3.5 金士力佳友公司运营存在的问题与原因 ··12
3.5.1 渠道存在的问题与原因 ··12
3.5.2 激励制度的问题与原因 ··14
第 4 章 金士力佳友公司渠道营销策略的 SWOT 分析 17
4.1 宏观政策和法律环境分析··17
4.1.1 外部机会17
4.1.2 外部威胁21目 录
V
4.2 竞争对手比较分析·23
4.2.1 金士力佳友公司竞争对手界定 ··23
4.2.2 金士力佳友公司竞争对手渠道策略分析 ··23
4.2.3 金士力佳友公司渠道竞争优势与劣势 ··25
4.3 金士力佳友公司 SWOT 矩阵分析的营销策略
。。。以上简介无排版格式，详细内容请下载查看