浅析产品直销利与弊.doc

专业资料参考 PAGE 22 word格式整理 专业资料参考 word格式整理 FORMTEXT 浅谈产品直销利与弊 摘 要 随着直销在中国的快速兴起，直销这种营销方式吸引了越来越多企业的眼球，越来越多的消费者开始接纳直销。论文给企业提供了更多有关产品直销优点和缺点的信息，为企业的销售渠道的选择提供了决策依据。论文主要通过二手资料的收集、分析、归纳总结，对安利公司和东星公司实例论证，对安利公司历年销售数据建模预测及图表分析（主要采用Eviews软件），对现代直销和传统营销进行对比论证等方法，并对直销未来的发展情况进行研究，分别从企业的角度和消费者的角度对直销的优点和缺点进行了分析。从分析中可以看出，企业采用直销的销售方式，主要目的是降低成本，提升企业的竞争力。经过研究发现，直销主要适用于竞争激烈的行业，适用于有强大实力的企业。从企业角度看，直销的优点在于降低产品售价，提高产品的竞争力，降低广告费用，并可为消费者提供专业化的服务；缺点在于销售费用大，区域局限性强，企业承担的风险大。从消费者角度看，直销的优点在于购买的商品获得的让渡价值提高，可以满足消费者多方面的需求；缺点在于直销人员的态度可能让顾客反感，售后服务无人管理。 论文的观点是企业应当综合考虑直销的优点和缺点，根据企业自己的实际情况，选择适合企业发展的销售方式。直销在中国将会有广阔的发展前景，在未来直销这种销售方式将以网络营销为主导，而且直销渠道和传统分销渠道将长期并存。 关键词：直销 直销的利与弊 销售方式 传统营销 直销适用范围 目 录 1 引言·····································································1 1.1 课题选取的理由和意义····················································1 1.2 研究对象································································1 1.2 研究对象································································1 1.3 研究背景································································1 1.4 研究方法································································1 2 直销的概述·······························································2 2.1直销的起源······························································2 2.2直销的定义······························································2 2.3直销目前的发展状况······················································3 2.4直销的目的······························································3 2.5直销的主要形式··························································4 3 直销的利与弊·····························································4 3.1直销与传统营销的对比····················································4 3.2直销案例分析····························································5 3.3直销的优点·····························································11 3.4直销的缺点·····························································12 3.