安利(中国)营销案例分析3333333333

兰州交通大学毕业论文1安利（中国）公司营销案例分析姓名：赵思超指导教师：赵岩学号：200705820班级：营销071班兰州交通大学毕业论文2摘要直销行业在国外约有50年的历史，进入我国己有10年之久。对我国来说还是个新兴行业，人们对它的看法褒贬不一。本文以著名直销企业安利公司为例，介绍了安利公司的发展历史、规模以及营销策略。安利公司的销售额从1998年的9000万人民币发展到2004年的近200亿人民币，这是一个惊人的速度。目前我国有13万人从事安利事业，他们的月平均收入在1000元人民币以上。但随着安利公司在我国的营业额的扩大，一些问题也暴露出来，这也是我国政府抑制多层次直销的原因。本文在调查研究的基础上，考虑直销是一个全球公认的营销方式。本文第一部分首先介绍了直销的相关概念和理论，其中包括直销的起源与发展，直销的概念，并区分了直销与非法传销。第二部分分析了安利（中国）公司的销售体系和奖金制度。第三部分对安利（中国）公司的销售体系和奖金制度进行了分析。最后本文针对安利直销提出了自己的建议。关键词：直销；销售体系；奖金制度兰州交通大学毕业论文3AbstractDirectSellinghasnearlyahistoryof50yearsabroad，enterourcountryfor10years.Itisstillanewanddevelopingtradetoourcountry，theviewsonitPeopleholddifferentattitude.Thistexthasintroducedthedevelopinghistory，ScaleandmarketingtacticsofAmwayCompanybysellingAmwayCompanyofenterprisesdirectlytohouseholdsafamouslyastheexample.ThesalesamountofAmwayCompanygrowfrom90millionRMBin1998tonearly20billionRMBin2004，this15asurprisingspeed.130000PeopleareengagedinAmway’sundertakinginourcountyatPresent，theiraveragemonthlyincomeisabove1000yuan.ButwiththeenlargementoftheturnoverinourcountryofAmwayCompany，somequestionsareexposedthissuppressesthereasonsolddirectlytohouseholdsatmanylevelsinourgovernmenttoo.Inthispaper,basedontheinvestigationtoconsiderisagloballyrecognizeddirectmarketing.Thefirstpartintroducestheconceptsandtheoriesrelatedtodirectmarketing,includingtheoriginanddevelopmentofdirectmarketing,directmarketingconcepts,anddistinguishbetweenthedirectandillegalpyramidschemes.ThesecondpartoftheAmway(China)Company'ssalessystemandbonussystem.ThethirdpartofAmway(China)Company'ssalessystemandbonussystemwereanalyzed.Finally,Amwaydirectsalesfortheproposalputforwardtheirown.Keywords:DirectSelling;Salestactics;Bonussystem兰州交通大学毕业论文4目录摘要..................................................................................................................................................2Abstract............................................................................................................................................3一、理论及概念...............................................................................................................................5（一）直销概念.......................................................................................................................51.直销的起源与发展.......................................................................................................52.直销的定义...................................................................................................................5（二）传销的概念...................................................................................................................61.传销的定义...................................................................................................................62.非法传销.......................................................................................................................7（三）直销和非法传销的区别...............................................................................................7二、安利（中国）公司销售模式简介...........................................................................................8（一）销售体系.......................................................................................................................81．多元化营销渠道.........................................................................................................92．稳固的营销队伍.......................................................................................................113．四位一体的直销员...................................................................................................124．直销渠道的低成本策略...........................................................................................14（二）奖金制度.....................................................................................................................151．毛利（销售利润）...................................................................................................162．市场开拓经费...........................................................................................................163．其它奖金...................................................................................................................17三、案例分析.................................................................................................................................22（一）销售体系的分析.........................................................................................................231．渠道的创新分析.......................................................................................................232．低成本扩张分析.......................................................................................................24（二）奖金制度分析.............................................................................................................241．低成本取得代理权...................................................................................................242．领导奖金、钻石奖金分析.......................................................................................253．奖金制度的人性化分析.................................