【作者】 李爽；

【导师】 杨先顺；

【作者基本信息】 暨南大学 ， 传播学， 2006， 硕士

【摘要】 随着市场细分化程度不断加深，营销活动由“大众营销”开始走向“分众营销”、甚至一对一营销。营销传播沟通的手段也由以往完全依赖大众媒介开始采用多种营销传播方式。在这样的背景下，营销者开始将更多的精力放在人际传播上，并以此作为一对一营销传播沟通的重要手段。本文采用案例分析法。通过分析安利的人际传播个案，将人际传播和营销结合起来，是在人际传播效果研究框架下进行的应用性的跨学科研究。文章分为四个部分。第一部分综合概括了人际传播的相关理论，提出了基本的理论框架。第二部分分析了安利人际传播的特点，肯对了人际传播在安利直销组织中的重要作用。第三部分通过从不同学科角度反思安利的人际传播，指出了安利的人际传播存在的缺陷和不足。第四部分提出了安利的人际传播对我国营销传播的启示，目的是为其他营销组织提供可供借鉴的经验，并规避其不足。更多还原

【Abstract】 As the market separation deepen, the marketing activities changed form mass marketing to small mass, even one to one. So, interpersonal communication as an important marketing communication channel, has being paid more and more attention. The article takes Amway in china as an example. The research around interpersonal communication and marketing, which is cross-subject project in the frame of interpersonal communication’s effect research. The article include four parts. The first part is about theory of interpersonal communication. In the second part, through analyzing the character of Amway in China, shows interpersonal communication playing important role in direct marketing. In the third part, through thinking about Amway’s interpersonal communication in China from different subjects, points it’s disadvantages. The last part is about suggestion and inspiration for other marketing organizations in China from Amway’s interpersonal communication.更多还原