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论文编号：	1818
作者编号：	2120072246
上传时间：	2009/12/23 9:33:51
中文题目：	中国直销企业营销策略研究——以天狮集团为例
英文题目：	Direct Sale Enterprise of China Marketing Strategy Research--Take the Tiens Group as an example
指导老师：	李东进
中文关键字：	中国直销 直销 营销策略 天狮集团
英文关键字：	China direct selling, Direct selling, Marketing Strategy, Tiens Group
中文摘要：	摘　要 随着2005年中国国务院颁布《直销管理条例》，标志着中国直销市场正式开放；标制着中国开始真正走向法制直销的轨道。中国直销的波浪式发展，已开始进入了第三次发展浪潮，将迎来一次前所未有的大增长。第一次增长是前直（传）销时代的盲目和非理性增长；第二次是直销业转型期间，以安利等外资直销企业为典型代表的特殊增长；第三次，是中国政府和直销企业经过全面深入总结、精心酝酿、满储力量的冲刺。中国直销将进入飞速增长的时代。 本论文回顾了直销业的发展历史、现状及问题，分析了非法传销的运作手法和屡禁不止的原因，论述直销与金字塔的区别。对具有欺骗性并被世界无数立法机关明令禁止的金字塔式销售法，报告详细地分析其特点、欺诈的手段等，并给出与金字塔等多层次直销相关的问题，如：零售与推荐的关系、五级三阶制与双轨制等计酬制度。 对于直销企业核心的产品和奖金制度进行了分析。对比外资直销企业和本土民族直销企业，以天狮集团作为案例，从战略布局、产品策略、品牌策略和直销制度等方面进行阐述，分析了民族直销企业如何制定营销策略。 整篇论文的研究以直销企业的产品策略和奖金制度为核心，论述了直销企业的营销策略制定及实施的基本方法。 关键词：中国直销 直销 营销策略 天狮集团
英文摘要：	Abstract With Chinese State Council promulgated in 2005, "Direct Selling regulations," it marked the official opening of direct selling market in China and symbolized direct selling in China had its own legal system. Direct Selling has entered a period of rapid growth in China. The first growth is the former direct selling time, its growth is blind and irrational; the second growth is transition period, to Amway and other direct foreign direct selling enterprises had rapid growth; the third time, the Chinese government and direct selling enterprises have been comprehensive in-depth summary, carefully brewing. Direct Selling will enter the era of rapid growth in China. The thesis reviews the development history of Direct Selling, current situation and problem, analyze the operation of an illegal pyramid scheme because of repeated practices and discusses the difference between direct selling and pyramid. Right is deceptive and is prohibited by the legislature in the world of numerous pyramid-style sales law, the report detailed analysis of its characteristics, fraudulent means, and gives a multi-level direct selling with pyramid-related issues, such as: the relationship between retail and recommended , five third-order system and the two-tier payment system and so on. The direct marketing enterprise's core products and bonus system were analyzed. Foreign direct contrast to the local enterprises, Tiens Group as a case, from the strategic layout, product strategy, brand strategy and direct marketing system, described in areas such as analysis of national direct marketing business how to establish marketing strategies. Entire thesis research is needed to product strategy and bonus system as the core, discusses the direct business marketing strategy establishing and implementation of the basic method. Key words: China direct selling, Direct selling, Marketing Strategy, Tiens Group
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