案例,spss,数据分析

美国直销公司成功案例研究——如新和安利


全文字数:5000字左右  原创时间:<=2022年

【内容摘要】

美国直销公司成功案例研究——如新和安利


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其实是受到我国直销界乃至于整个营销界共同关注的。本文主要阐述直销的相关理论、并就如新、安利两个著名的直销企业作为案例,从产品、营销模式、企业文化三个方面对直销及其独特的管理、运营模式进行了分析和比较,其研究的目的在于希望能够为正在摸索的中国直销企业提供一些思路。

关键词: 直销;产品; 企业文化; 营销模式;案例分析
   Abstract
     Direct selling is an important research topic, a process that involves a combination of many theories of marketing, management, corporate culture and human resources. The status quo and development trend of its industry have received the common concern of our direct sales sector and even the entire marketing industry in the world. This present paper mainly elaborates on the theory of direct selling, and studies the cases of two famous directing selling enterprises-Nu Skin and Amway’s operation mode from three aspects and summarizes the key factors to the success of these companies. The Products, Marketing mode and Enterprises cultures of Nu skin and Amway are analyzed and appraised. The purpose of this paper is to give some constructive advice to the domestic direct marketing companies on how to build direct selling platform.

Key words: direct selling; product; marketing mode; enterprise cultures; case study

 

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