安利在中国的营销模式试卷.doc

摘　　要 直销是以人为主体，着重于利用人与人之间的关系来建立销售渠道，包括了众人中间商及代理人中间商，有分销渠道的起点生产者和重点消费者。随着我国直销行业的快速发展，直销企业越来越多，竞争也越来越大。通过对直销的概念及发展研究，充分了解直销的相关理论基础。安利公司是最早入驻中国的国外直销企业之一，且在中国市场中取得了十分卓著的成绩，其业绩从1995年的3亿元到现在年销售额的近200亿元，安利在中国的营销模式分析对我国的直销企业有着学习借鉴的作用。 安利营销的成功，主要取决于其营销策略的选择，在中国的营销策略主要有产品策略、明星代言策略、大公关策略、体育文化活动策略、品牌忠诚度策略等，这些策略综合提升了自己的品牌形象，获得了忠实的客户群体，对我国直销企业的发展有着十分重要的启示。我国直销企业要取得自己营销的成功，要不断提升自身实力，建立起自己的品牌，扩大市场份额。具体说来，可以提高产品质量，以质量基础获得消费者的认可。建立合适的培训制度，提高营销人员的销售技巧和素养。加强企业文化建设，增加员工的归属感。制定合理的产品价格，要根据自身的产品定位进行合理定价，防止过高或过低。对国外先进直销经验虚心学习和借鉴，吸收国外直销成功经验。 关键词：安利；直销；营销策略；启示 Analysis on the marketing mode of Amway Corp in China Abstract In 1995 from the middleman middleman to establish the relationship between and is direct to the human subject, focuses on the sales channels, including the people and agents, distribution channels starting point for producers and consumers. With Chinas direct selling industry rapid development, direct selling enterprises more and more, and the competition is more and more big. The marketing concept and the development of fully understanding of direct marketing related theory basis. Amway Company is the earliest settled in China of foreign direct selling enterprises, and in the Chinese market has a very outstanding performance, the performance of 3 billion yuan to the present annual sales of nearly 200 billion yuan, Amway Chinas marketing model Analysis of Chinas direct selling enterprises have the role of learning. The success of Amway marketing, depending in the choice of its marketing strategy, marketing strategy in China mainly product strategy, star endorsement strategy, public relations strategy, sports cultural activities strategy, brand loyalty strategy, these strategies integrated to enhance the brand image, obtain the loyal customer base, the development of Chinas direct selling enterprises has a very important enlightenment. Chinas direct selling enterprises to succeed in marketing, to rising their own strength, to establish their own brands