摘要
I
摘要
随着直销行业逐步适应社会经济的发展，直销业的法规制度也开始在逐步完善中，
近几年我国取得直销牌照的企业越来越多，尤其是 2015 年到 2017 年之间，取得直销
牌照的企业数量是总的直销企业数量的一半，庞大的直销企业推动着中国经济的发展，
为上千万人带来就业机会。直销企业有着相对灵活的经营模式来讲，在互联网时代已
经开始和互联网技术进行了结合，启动了更加便捷、个性化的服务方式，然而直销的
经营战略却显得非常隐蔽。直销传入我国的时间尚短，相应的理论和实践都需要深入
探究，以促进直销业的健康平稳发展。我国保健食品行业多半采取直销的经营模式，
随着购买保健食品的消费者的增多，保健食品的质量开始受到广泛关注。国家和行业
颁布了对保健食品的规范，并加强监督，然而还是时有出现保健食品信任危机问题，
影响了保健食品产品以及保健食品行业的发展。有着较大发展潜力的保健食品行业，
其商品市场空间较大，然而各大保健食品公司及其产品始终处于一种低水平的竞争状
态中，在营销过程中非常注重广告投入，忽视了加强对产品的研发，导致保健食品行
业信誉受损。多元化有针对性和高质量的产品是 LM 公司在近几十年来迅速崛起的基
础，其成功在很大程度上取决于 LM 公司所采取的直销模式，正是这种高效的营销模
式使得 LM 公司迅速的在国内外众多的保健食品企业中脱颖而出取得了巨大的成功

对 LM 公司直销模式及直销策略的研究，借鉴其迅速崛起的营销经验对于我国保健品
企业的发展与壮大具有十分重要意义，基于此本文开展了对 LM 公司直销模式与策略
的研究

本文的绪论部分主要介绍了本文的选题依据以及研究的意义，介绍了本研究的技
术路线与研究方法，并且对中国目前直销的现状进行了分析。本文的第二部分直销的
相关概念主要介绍了直销、网络直销等相关概念并对直销在我国的产生与发展的历史
进行了介绍。本文的第三章主要介绍了我国保健品与保健品企业发展的历史，对我国
保健脾企业目前所主要采取的直销模式进行了介绍，主要包括返利经营模式、特许经
营模式、会议营销模式等。对保健品企业直销模式目前所存在的问题进行了分析包括
返利经营模式存在的问题、特许经营模式所存在的问题以及会议营销模式所存在的问
题以及保健品企业所面临的其他问题等。本文的第四章以 LM 公司为例对 LM 公司的武汉工程大学硕士学位论文
II
直销模式进行了设计，对 LM 公司进行了简单的介绍，简单阐述了 LM 公司当前的营
销模式，指出了 LM 公司目前营销模式所主要存在的问题，在此基础上对 LM 公司的
直销模式进行了设计，对 LM 公司及其产品的市场定位营销环境等因素进行了分析，
在此基础上构建了 LM 公司直销体系。LM 公司的直销体系构建具体包括 LM 公司直
销组织体系的建设、LM 公司直销形式选择以及 LM 公司直销制度建设，其中 LM 直
销形式的选择是直销组织体系建设与制度建设的基础，本环节选择专卖店+直销员、
课堂培训与网络直销三种基本的直销形式，并在此基础上构建了 LM 公司直销的组织
体系，建立了 5 个等级的销售奖励制度。相对于营销模式营销策略是在战略上制定
LM 公司的产品销售策略，本文的第 5 部分主要介绍了 LM 公司的营销策略的设计，
主要包括立足市场的产品服务策略、立足市场的产品价格策略、立足市场的产品促销
策略以及立足市场的整合营销策略。其中立足市场的产品服务策略是 LM 公司专门针
对市场客户的需求，根据客户自身条件所制定的有针对性的产品服务策略。产品的定
价策略主要是根据市场潜在客户的经济接受能力以及客户的消费心理所制定的价格
策略。产品促销策略主要是通过各种促销的方式的结合来增加公司产品的销售额，让
客户增加实惠的同时也让公司获得更多的利润。整合的营销策略主要是 LM 公司利用
自身传统的具有优势的营销模式与现有的各种互联网终端的社交媒介或者是网络终
端相互结合的一种营销模式，随着各种互联网设备以及社交媒介在人们生活中的广泛
应用，这种整合的营销模式展现出越来越大的营销优势与市场潜力，是未来 LM 公司
十分重视的一种营销策略

关键词：直销；保健食品企业；营销模式；策略；产品服务Abstract
III
Abstract
As the direct selling industry to gradually adapt to the development of social economy, the
direct selling industry regulations also began to gradually improve, more and more
enterprises have a direct selling license in China in recent years, especially in 2015 and
2017, the number of enterprises has a direct selling license is 1 times the total number of
direct selling enterprises, large direct selling enterprises to promote the development of
Chinese economy, bring employment opportunities for tens of millions of people. Direct
selling enterprises have a relatively flexible business model, in the Internet has already
begun to combine with the Internet technology, started a more convenient and personalized
service, however, the direct marketing business strategy is very subtle. The time of direct
selling to our country is short, and the corresponding theory and practice need to be deeply
explored so as to promote the healthy and steady development of the direct selling industry.
China&39;s health food industry mostly adopts direct marketing business model. With the
increasing number of consumers who buy health food, the quality of health food has been
widely concerned. The state and industry promulgated the regulation of health food, and
strengthened supervision, however, there were still problems of health food trust crisis,
which affected the development of health food products and health food industry. There is
a great potential for development of health food industry, the market space is large,
however, the health food company and its products is always in a state of low level of
competition in the marketing process, attaches great importance to the advertising
investment, neglected to strengthen the research and development of products, resulting in
the health food industry reputation. Multi targeted and high quality products is the LM
company based on the rapid rise in recent years, the direct model its success depends
largely on the LM adopted by the company, it is the efficient marketing model makes LM
company quickly in many domestic and foreign health food enterprises have achieved
great talent shows itself success. It is of great significance for the development and
expansion of China&39;s health care enterprises to study the direct marketing mode and direct
marketing strategy of LM company, and learn from its rapid rising marketing experience.武汉工程大学硕士学位论文
IV
Based on this, this paper studies the direct marketing mode and strategy of LM company.
The introduction of this article mainly introduces the basis of this topic and the
significance of the research, introduces the technical route and research methods of this
study, and analyzes the current situation of direct marketing in china. The second part of
this article mainly introduces the related concepts of direct marketing, network direct sales
and other related concepts, and introduces the history of the emergence and development
of direct marketing in china. The third chapter of this article mainly introduces the history
of the development of health care products and health care products enterprises in China,
and introduces the direct marketing mode of health care spleen enterprises in China,
including rebate management mode, franchise mode, conference marketing mode, etc..
This paper analyzes the problems existing in the direct selling mode of health care products
enterprises, including the problems existing in the rebate management mode, the problems
existing in the franchise mode, the problems existing in the meeting marketing mode, and
the other problems faced by the health care products enterprises. The design of the fourth
chapter of this paper takes LM company as an example the direct model of LM company,
the LM company brief introduction, elaborates the LM company&39;s current marketing mode,
it is pointed out that the LM company&39;s current marketing mode of the main problems are
designed on the basis of LM&39;s direct sales model the LM company and its products in the
market positioning and marketing environment factors were analyzed, based on LM&39;s
direct sales system. The construction, including the LM direct selling organization system
LM company in the form of direct marketing system and LM company marketing system
of LM company, which LM the form of direct selection is the basis of direct marketing
organization system construction and system construction, the link to choose store +
salespeople, classroom training and three kinds of basic form of direct network marketing,
and on the basis of constructing the LM company marketing organization system, set up 5
grade sales incentive system. With respect to the marketing mode of marketing strategy is
the product sales strategy of LM company in the strategy, the fifth part of this paper mainly
introduces the desig
。。。以上简介无排版格式，详细内容请下载查看