特百惠营销策略的分析毕业论文绝对精品.doc

摘 要 随着消费水平的日益提高越来越多的消费者开始将作为必要的消费支出由于自身具有的比较特殊的性质,企业采用了直销这种高效新兴的营销渠道模式。Abstract With the development of China’s economy, increasing level of consumption, more and more consumers begin to·as a necessary consumer spending, this led to the cosmetics industry in China has been developing with a high speed. Today, many cosmetic brands, highly competitive market,how to make the enterprise’s products be popular with the consumers have become the questions that the businessmen care most. The face of increased competition and consumer demand for personalized, businesses have been launching various marketing strategies in order to survive and develop. Enterprises also pay more and more attention to the construction of marketing channel. As it has a comparative cosmetic own special properties, many cosmetics companies using this efficient new direct marketing channel mode.Therefore, as a new sales approach under the market economy, direct sales model has been gaining increasing concerns from people. ，Tupperware Brands Corporations direct selling, as the first to enter China for multinational operations, with its unique and highly innovative sales model, makes sure that more consumers have access to and understand the Tupperware Brands Corporation products and services, so that it comes to the fore and become benchmark in the industry. This article take pullsTupperware Brands Corporation marketing strategy as the object of study, The use of marketing theories, study Tupperware Brands Corporation distinctive marketing channel strategy, to sum up the success of Avons marketing strategy implementation,and from Tupperware Brands Corporation direct sales to look at the development of China direct selling marketing. Keywords: The Cosmetics Industry、Marketing Strategy、AVON Company、Direct Mode 目 录 引 言 1 第一章 绪 论 2 1.1 研究的目的和意义 2 1.2 研究的内容 2 1.3 产品的营销组合策略 3 1.4 直销 3 1.4.1直销的历史起源 4 1.4.2直销模式概述 4 1.4.3 直销与传统销售的区别 6 1.4.4 直销模式的双赢格局 6 第二章 特百惠公司营销模式研究 7 2.1 特百惠公司简介 7 2.2 特百惠公司环境分析 8 2.2.1