浅析我国直销业的发展现状和趋势——安利的案例分析.doc

浅析我国直销业的发展现状及趋势——安利的案例分析 学生：周俊，商学院工商管理系 指导老师：孙安彬，江汉大学商学院工商管理系 摘要 在当今的中国，直销作为一种较为新颖的的营销渠道和模式，具有广阔的发展空间和美好的发展前景。然而如今我国直销业的发展却没有人们想象和期待的那样一帆风顺和快速发展。可以概括地说，当前我国直销行业的现状是较为平淡的，所需完善的地方，所解决的问题还有很多。直销是一个涉及到了营销、管理、企业文化、人力资源等多种理论相结合的重要研究课题，其行业的现状及发展趋势是受到我国直销界乃至于整个营销界共同关注的。本选题主要阐述直销的相关理论、我国直销业所面临的一些问题、我国直销业的发展趋势分析及其对策建议以及安利（中国）的案例分析，其研究目的就在于通过结合我国直销业的发展现状及趋势，为我国直销业的稳定快速可持续发展提出自己力所能及的一些思考和建议。 关键词；；ABSTRACT In todays China, direct marketing as a more innovative marketing channels and modes, with a broad space for development and good development prospects. However, the development of Chinas direct selling industry as people think and expect smooth and rapid development. Can be summarized to say that the status quo of Chinas direct selling industry is relatively commonplace, the desired improvement, there are many. Direct marketing is an important research topic, a process that involves a combination of many theories of marketing, management, corporate culture, human resources and the status quo and development trend of its industry by our direct sales sector and even the common concern of the entire marketing industry. The topics mainly elaborated the theory of direct marketing, some of the problems faced by Chinas direct selling industry, the development trend of Chinas direct selling industry analysis and suggestions as well as case studies of Amway (China), its purpose is the stability of the direct selling industry in China through a combination of direct selling in China Development Status and Trends, rapid sustainable development put forward some thoughts and suggestions of its power. KEYWORDS Direct Selling；The Direct Selling Industry；Present situation；Development trends；Amway 目 录 摘要 Ⅰ ABSTRACT Ⅱ 目录 Ⅲ 一、绪论 1 二、直销的基本理论 6 （一）直销的定义与内涵 6 （二）直销的产生和发展 6 （三）直销的层次类别 6 （四）直销的特点和优势 7 三、中国直销企业面临的问题 8 （一）影响直销企业的外部因素 8 （二）企业内部因素 9 四、中国直销业的发展趋势分析及其对策建议 10 （一）中国直销企业未来发展模式趋势 10 （二）企业发展对策 12 五、安利（中国）的案例分析 14 （一）安利（中国）在中国的产生和发展 14 （二）安利（中国）的成功运营模式 14 六、总结与建议 18