营销知识--体验理论应用于直销会场之研究(32页)详解.docVIP

体验理论应用于直销会场之研究 The Applications of Experiential Theories in the Meeting Place of Direct Selling 摘要 体验不但可以拉近企业供给与客户需求之间的相关程度，在竞争的情势上也可加深与对手的差异化程度，最重要的是可以提高价值与价格，因此体验经济可以摆脱单纯的价格竞争。直销产业的企业型态与提供的商品/服务都愈来愈相似，因此直销公司普遍存有危机意识，也无不加紧拉拢公司的生存命脉--直销商，除了奖金制度之外，一般都是透过公司或体系的会场运作，积极展开教育训练与行销活动以强化直销商的经营意愿与能力，故直销公司的会场可说是培养企业成长种子的根据地，也因此愈来愈多人强调所谓的「每会必到」是迈向成功的关键。本研究透过质性研究的方法，首先对会场与每会必到做贴近实务的定义，并剖析直销商身兼消费者、销售者与经营者的「三位一体」特殊角色，以辨识各种体验理论的适用性。本研究经深度访谈与观察之后发现体验相关理论其实已经存在于直销实务中，只是缺乏系统性的思考与规划；另外发现三种体验理论刚好可以搭配直销商「三位一体」的阶段性角色；因此不但可以丰富会场的活动，更可降低因每会必到所产生的潜在问题；最后本研究针对会场活动提出模型，以提供学术界与实务界的参考与应用。 关键词：体验理论、直销、会场、每会必到、体验模型  Abstract Experiential economic reinforces not only the correlation intensity between enterprise and its customers, but also the differential level with competitors. Above all, it enhances value and price, and frees itself from price competition. The operation model and product / service are getting similar in the industry of direct selling, so consciousness of crisis urges those companies to keep close relationship with distributors. Except for reward system, the direct selling companies will seek for intensifying distributor’s willingness and capabilities throughout training and marketing in the “Meeting Place”. The “Meeting Place” can be regarded as the base where the potential distributors are nurtured. Hence, “participating in every meeting” has become a key successful factor for direct selling. This study adopts the method of qualitative research to study how the various experiential theories apply to direct selling. It attempts to define the above-stated terms based on authors’ practical participation experience and analyzes the triple role, consumer-seller-operator; a distributor plays in the mean time. The conclusions of this study are summarized as follows: Experiential theories are broadly used in the industry of direct selling, but they lack of systematic planning and thinking. Experiential theories can fit the different stages of the triple