【作者】 马萍；

【导师】 崔明；

【作者基本信息】 兰州大学 ， 工商管理， 2007， 硕士

【摘要】 1990年美国知名直销巨头雅芳登陆我国，首次引入直销的概念，掀开了我国直销业的序幕，随后许多国内外企业纷纷竞相涉足直销。鉴于当时市场环境不完善，市场条件不成熟，使得我国政府不得不加大对直销的干预力度，致使直销业在我国陷入困境。虽然直销在我国的发展历经挫折、坎坷，但是随着国内市场化进程的不断推进，直销环境日趋成熟，2005年国务院颁布《直销管理条例》宣告了直销在我国开始真正走上健康、快速的发展道路。本人出于对直销业发展的浓厚兴趣和对目前国内直销市场存在问题的一些思考，依据南方李锦记公司的实际案例，选择以“南方李锦记发展直销模式的可行性与实现途径研究”为题，对南方李锦记公司的直销模式进行了研究。本文通过对南方李锦记有限公司的概况介绍，阐述了该企业的研发实力、产品线状况以及企业的营销管理等情况，并以直销理论为基础，分析了直销市场的发展，结合大量实证性的分析，论证了南方李锦记发展直销模式的可行性，并研究了该企业发展直销模式的实施途径，为南方李锦记发展直销提出了可供参考的意见。更多还原

【Abstract】 1990 ,U.S famous direct sales giant Avon landing in China, which introduced the concept of direct selling to china. It opened to the first page of our direct marketing industry. Then many foreign companies have set foot in, and actively participating in direct marketing industry.Our government was forced to increase direct intervention, because the market environment is imperfect, market conditions are not ripe. Since then direct marketing industry found itself in a tight corner. With the constant advancement of the process of the domestic market, direct marketing environment has become more and more mature, although direct marketing industry’s development in China has experienced many setbacks.The State Council promulgated the "Regulations on the Management of Direct Selling" in 2005, since then direct marketing industry has begun formally and rapidly. I select The Study Of Feasibility And Implementation Of Direct Selling In South Lijinji’s Development as a topic of my master’s graduate thesis and made a study of direct marketing industry model ,because of my interest in direct marketing industry, the problem in domestic direct selling market, the investigation of The South Lijinji.This paper introduced the corporate profile, R & D strength, Products and marketing management of The South Lijinji Co.Ltd. Then demonstrated that the Direct marketing industry model of The South Lijinji Co.Ltd is feasible, studied the ways of direct marketing industry model, based on DM theory and analysis. Finally, the paper getting the conclusion which offers some reference for the direct marketing industry in The South Lijinji Co.Ltd.更多还原