發(fā)布時(shí)間：2018-03-31 05:26

  本文選題：直銷　切入點(diǎn)：移動(dòng)互聯(lián)網(wǎng)　出處：《長春大學(xué)》2017年碩士論文

【摘要】：近年來,我國移動(dòng)互聯(lián)網(wǎng)技術(shù)飛速發(fā)展,移動(dòng)互聯(lián)網(wǎng)在改變?nèi)藗兊纳�活與消費(fèi)習(xí)慣之余,對(duì)企業(yè)的營銷環(huán)境也產(chǎn)生了重要影響。針對(duì)直銷企業(yè)而言,直銷的特殊性使得企業(yè)在移動(dòng)互聯(lián)網(wǎng)背景下的發(fā)展存在著較大的突破口。所以,直銷企業(yè)必須深刻認(rèn)識(shí)到移動(dòng)互聯(lián)網(wǎng)給消費(fèi)者帶來的改變,并了解移動(dòng)互聯(lián)網(wǎng)對(duì)企業(yè)直銷產(chǎn)生的積極與消極影響,才能在此基礎(chǔ)上有針對(duì)性地提出適應(yīng)移動(dòng)互聯(lián)網(wǎng)環(huán)境的直銷策略。由于目前直銷企業(yè)的移動(dòng)互聯(lián)網(wǎng)直銷仍在探索階段,并處于不斷演化中,與之相關(guān)的研究極為匱乏。所以,本文在移動(dòng)互聯(lián)網(wǎng)營銷理論的研究基礎(chǔ)上,通過探索性的研究來探討直銷企業(yè)在移動(dòng)互聯(lián)網(wǎng)背景下的直銷策略具有較大的理論與現(xiàn)實(shí)意義。本文首先在直銷理論研究綜述的基礎(chǔ)上界定直銷的概念與特征,并通過直銷與傳銷的對(duì)比分析,明確本文的研究對(duì)象;通過對(duì)移動(dòng)互聯(lián)網(wǎng)的概念、特征以及移動(dòng)互聯(lián)網(wǎng)思維做出闡述,明確移動(dòng)互聯(lián)網(wǎng)的時(shí)代背景與特征;通過對(duì)我國企業(yè)直銷現(xiàn)狀的分析,明確企業(yè)直銷的優(yōu)劣勢。其次,簡要闡述直銷企業(yè)的移動(dòng)互聯(lián)網(wǎng)直銷現(xiàn)狀,并以安利公司為例,具體分析直銷企業(yè)的移動(dòng)互聯(lián)網(wǎng)直銷現(xiàn)狀,為移動(dòng)互聯(lián)網(wǎng)背景下企業(yè)直銷策略的制定提供一定的現(xiàn)實(shí)依據(jù)。最后,在企業(yè)移動(dòng)互聯(lián)網(wǎng)直銷現(xiàn)狀分析與移動(dòng)互聯(lián)網(wǎng)對(duì)企業(yè)直銷的影響研究的基礎(chǔ)上,根據(jù)影響企業(yè)直銷的關(guān)鍵因素來具體探討移動(dòng)互聯(lián)網(wǎng)背景下的企業(yè)直銷策略。根據(jù)上述的研究,本文提出的移動(dòng)互聯(lián)網(wǎng)背景下的企業(yè)直銷策略有直銷產(chǎn)品差異化策略、定制化產(chǎn)品組合策略、平臺(tái)互動(dòng)與分享策略、互動(dòng)性品牌推廣策略、全過程用戶體驗(yàn)策略以及基于位置的服務(wù)策略。
[Abstract]:In recent years, with the rapid development of mobile Internet technology in China, the mobile Internet not only changes people's life and consumption habits, but also has an important impact on the marketing environment of enterprises.For direct selling enterprises, the particularity of direct selling makes the development of enterprises under the background of mobile Internet have a big breakthrough.Therefore, direct selling enterprises must have a deep understanding of the changes that the mobile Internet has brought to consumers, and understand the positive and negative effects of mobile Internet on enterprise direct sales.On this basis, we can put forward the direct marketing strategy to adapt to the mobile Internet environment.Due to the fact that the mobile Internet direct marketing of direct selling enterprises is still in the exploration stage and is in the process of continuous evolution, the research related to it is extremely scarce.Therefore, on the basis of the research of mobile internet marketing theory, it is of great theoretical and practical significance to explore the direct selling strategy of direct selling enterprises under the background of mobile Internet through exploratory research.This paper first defines the concept and characteristics of direct selling on the basis of the summary of direct marketing theory, and through the comparative analysis of direct selling and pyramid marketing, it clarifies the research object of this paper, and through the concept of mobile Internet,The characteristics and thinking of mobile Internet are expounded, the background and characteristics of mobile Internet are clarified, and the advantages and disadvantages of direct marketing of enterprises in China are clarified by analyzing the current situation of direct marketing in Chinese enterprises.Secondly, the paper briefly describes the current situation of direct selling on the mobile Internet, and takes Amway as an example to analyze the current situation of direct selling on mobile Internet.It provides a practical basis for the establishment of direct marketing strategy under the background of mobile Internet.Finally, on the basis of the analysis of the current situation of enterprise mobile Internet direct marketing and the study of the influence of mobile Internet on enterprise direct marketing, the paper discusses the strategy of enterprise direct marketing under the background of mobile Internet according to the key factors that affect the enterprise direct marketing.According to the above research, the enterprise direct selling strategy under the background of mobile Internet proposed in this paper includes the direct selling product differentiation strategy, the customized product combination strategy, the platform interaction and sharing strategy, the interactive brand promotion strategy.The whole process user experience policy and the location-based service policy.
【學(xué)位授予單位】：長春大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6;F274

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本文編號(hào)：1689353