21 世纪的经济社会中，直销始终保持着高速增长的态势，零售总额和从业人员也 在不断攀升。而电子商务凭借互联网快速、便捷的优势，正在迅速向各个领域渗透， 尤其是在网络营销领域。互联网在改变着世界，影响着人们的生活和工作。同时，也 影响着传统直销行业的运行。互联网销售与传统直销的碰撞，引发了我们对传统直销 企业是否应该进行变革的思考。在电子商务的背景下，传统直销企业应该与时俱进， 充分与互联网营销融合。在对传统直销企业转型网络直销的可行性及必要性进行分析 后，站在企业是理性经济人的角度，本文认为传统直销企业，尤其是外资企业，很有 可能会由直销员营销全面转型网络直销。但是直销企业往往由于找不到合适的方式和 方案，而只是有限地利用互联网方面进行尝试。因此，直销企业在选择网络直销模式 前应做出适当的改革。并以玫琳凯为例，进行了模型的实例设计和效益分析，希望为 传统直销企业的转型提供必要参见。 关键字：直销 网络销售 转型 模型II ABSTRACT In the 21st century economic society , direct selling has always maintained a rapid growth trend, total retail sales and staff are also rising. At the same time, the network marketing has permeated in every field relying on the advantages of the fast and convenient Internet. The Internet is changing the world, and affecting people's life and work, also affecting the operation of the traditional direct selling industry. The collision of Internet marketing and traditional marketing, lead us to think about whether enterprises need to change the traditional direct selling method or not. Under the background of e-commerce, the traditional direct selling enterprises should keep pace with the times, fully integrate with Internet marketing. After analysis the feasibility and necessity about the transformation from traditional direct selling to network direct selling, standing in the view of the enterprise is rational economic man, this paper argues that the traditional direct selling enterprises, especially foreign-funded enterprises, are very likely to change from direct selling to network direct selling entirety. But direct selling enterprises are often limited in using the Internet, because they can't find the right way and solution. Therefore, this paper suggests that direct selling enterprises should make proper reform before selecting network direct sales model. The end, in the case of Marry Kay, I make the model design and benefit analysis. Hope I can provide a reference for the transformation of the traditional direct selling enterprises. KEYWORDS: Direct Selling Network Selling Transformation Model DesignIII 目 录 第一章 绪论...............................................................................................................................................1 1.1 研究背景及目的.................................................................................................................................1 1.2 研究内容.............................................................................................................................................1 1.3 国内外研究现状.................................................................................................................................2 1.3.1 直销的研究现状.....................................................................................................................2 1.3.2 电子商务的研究现状.............................................................................................................5 1.3.3 电子商务与直销的结合研究................................................................................................ 6 第二章 相关概念与理论基础...................................................................................................................8 2.1 相关概念.............................................................................................................................................8 2.1.1 营销的定义.............................................................................................................................8 2.1.2 营销方式的定义及分类.........................................................................................................8 2.1.3 直销.......................................................................................................................................10 2.1.4 电子商务——互联网销售.................................................................................................. 14 2.1.5 网络直销...............................................................................................................................15 2.2 相关理论基础...................................................................................................................................15 2.2.1 几何倍增学原理...................................................................................................................15 2.2.2 产品层次理论.......................................................................................................................16 2.2.3 需求价格弹性理论.................................................................................................................17 第三章 直销模式与电子商务的冲突与分析........................................................................................20 3.1 直销模式受网络销售平台影响的现象数据分析.......................................................................... 20 3.2 直销与电子商务冲突的原因分析...................................................................................................21 3.2.1 根本原因——价格差别大.................................................................................................. 21 3.2.2 直销企业内部制度问题.......................................................................................................22 3.2.3 导致现象的外部因素...........................................................................................................23 3.3 影响分析——电子商务对传统直销业的冲击...............................................................................23 3.3.1 对直销企业的有利影响.......................................................................................................24 3.3.2 对直销企业的不利影响.......................................................................................................24 第四章 传统直销企业转型网络销售的可行性分析............................................................................28 4.1 转型的必要性分析...........................................................................................................................28 4.1.1 重复购买的便利性...............................................................................................................28 4.1.2 产品销售的规范性...............................................................................................................28 4.1.3 拓宽销售渠道，避免价格战.............................................................................................. 28 4.1.4 利用网络打造现代化营销系统.......................................................................................... 29 4.2 转型的可能性分析...........................................................................................................................29 4.2.1 直销的起源...........................................................................................................................30 4.2.2 内外环境分析.......................................................................................................................31 第五章 转型模式分析.............................................................................................................................39 5.1 相关改革实例分析...........................................................................................................................39 5.1.1 隆力奇会员管理系统...........................................................................................................39IV 5.1.2 雅芳的天猫旗舰店...............................................................................................................39 5.1.3 戴尔的官方旗舰店...............................................................................................................39 5.2 网络销售可选模式分析...................................................................................................................40 5.2.1 自建网站与配套基础设施.................................................................................................. 40 5.2.2 依托现有平台，建立官方旗舰店......................................................................................40 5.3 直销企业所需要的制度改革...........................................................................................................41 5.3.1 新的价格体系.......................................................................................................................41 5.3.2 直销员奖励体系...................................................................................................................43 5.3.3 传统直销企业所需的其他变革.......................................................................................... 44 第六章 改革实例设计与转型效益分析................................................................................................ 46 ——以玫琳凯为例.....................................................................................................................................46 6.1 改革实例设计——价格体系改革...................................................................................................46 6.2 改革实例设计——奖励体系改革.....................................................................................................47 6.3 转型实例设计——销售模式转型.....................................................................................................48 6.4 模型效益分析与对比.......................................................................................................................49 6.4.1 总利润分析...........................................................................................................................49 6.4.2 内部利润分配变动...............................................................................................................49 6.4.3 各方收益情况.......................................................................................................................51