论无店铺行业与网络营销的结合

【作者】 于淼；

【导师】 卢迈；

【作者基本信息】 首都经济贸易大学 ， 产业经济学， 2009， 硕士

【摘要】 21世纪的互联网发展已经不再仅仅局限于学术、技术研究,而已经成为可以使整个经济社会随着它的发展逐渐改变的一个社会化的进程。互联网的出现是为我们提供了一种更直接、更平等,且不受地区限制的交流手段。对企业来说,电子商务的含义远不只是一种销售技术的变革,它主要帮助企业建立高效的内部管理运作模式,加强企业与合作伙伴之间的联系,让企业与合作伙伴共享信息,从而更好地实现大家共同的商业目标。以互联网为基础的直销模式便是在当前信息时代网络技术被普遍应用于商业活动的大背景下,产生的一种新型商业销售模式,该模式既拥有网络技术的众多优势,又结合了销售领域历史十分悠久的直销模式理念。是否具有广泛的销售网络是直销能否取得成功的关键因素,但是随着科学技术的飞速发展,互联网的广泛运用消除了对直销的网络化具体要采取什么样的方式的限制。随着网络与广大消费者的日常生活之间关系变得越来越紧密,原本主要依靠直销员向消费者面对面推销的直销业,也逐步开始向网络化发展。直销人员利用网络进行推销在实际应用上可以说是拓宽了直销的销售渠道,进而拓展客源、铺设网络,同时也为直销人员提供了很好的交流、学习、培训的平台。但由于我国在网络建设、供应链管理以及直销员网络应用水平等方面的限制,以及直销自传入中国以来由于传销而造成的不良影响和信用危机,我国的直销企业还不能像国外优秀直销企业那样打造网络直销。因此,在当今社会普遍信用缺失的背景下,如何借由互联网这个渠道来增加直销企业的销售额,同时消除人们对直销行业的不信任,便是一个值得思考的问题。本文以中国直销行业为研究对象,以直销及网络营销的相关理论为基础,对中国直销行业的网络营销战略进行了系统研究。首先介绍了直销所属的无店铺行业的概况,国外主要国家直销行业的发展情况,中国直销业发展情况,描述了中国直销的一般环境、市场现状、当前竞争情况以及未来发展趋势。紧接着,介绍了网络营销的基本概况、特点、优劣势等。在此基础上,提出多层次直销行业与网络相结合的特点、优势,以及理论基础。然后进行案例分析,借鉴国外优秀的基于网络的直销模式,并针对我国国情进行具体分析,意在使人们了解和认可该模式巨大的商业价值和市场前景,对直销企业以及直销人员提供一些进行网络直销的可行性建议。更多还原

【Abstract】 Nowadays, networked trend is not only an academic and technical concept, but also a socialized process that can affect and change the development of our society. The networked trend has changed the traditional principle of management, the method of organization and the mode of marketing. Any company that wants to survive and develop must counts on the internet. The direct selling based on the internet is a new commercial selling pattern in the information era, has a lot of advantages of network technology and the direct selling.Whether the direct selling is success or not is based on the width and depth of the sales network. Nowadays, the connection between the internet and our life is more tight, the direct selling company which depended on people in the past uses internet more frequently. The internet can provide more marketing channels, increase sales ,widen the network and provide the salesman an opportunity to communicate and cooperate.The object of this paper is the direct selling industry in China. Based on the theories of direct selling and network, this paper gives a systemic study on the e-marketing strategies of the direct selling industry.The paper first introduces the concept and the development of None-store Retailing which the direct selling belong to. Then It describes the world development of the direct selling and the environment, the market and the competition of china’s direct selling. At the third part, It primarily studies the e-marketing. Based on the above-mentioned information, the paper proposes a direct selling pattern based on the internet and gives an example. Through the analysis to the case and the situation of the direct selling industry in China, the paper tries to put forward some feasible suggestions.更多还原