【摘要】：自從安利(中國)公司1992年進(jìn)入中國市場以來,不斷根據(jù)中國的國情,做出相應(yīng)的營銷策略,并在此基礎(chǔ)上不斷的開拓進(jìn)取,并且以其驚人的速度在中國市場上綻放。盡管安利(中國)在中國市場取得如此輝煌的成績,但是安利在中國市場發(fā)展壯大的道路并非一帆風(fēng)順。到1998年中國政府禁止傳銷后,安利(中國)也難以避免,時(shí)任董事長同時(shí)也是安利公司創(chuàng)始人的理查.迪維士堅(jiān)定絕不退出中國的理念,安利(中國)積極和國家有關(guān)部委反復(fù)溝通和交涉,并在營銷模式上進(jìn)行轉(zhuǎn)型,安利(中國)成為首家獲國務(wù)院頒布的10家轉(zhuǎn)型企業(yè)。轉(zhuǎn)型后取的成功使得安利(中國)從1998年7月重新營業(yè)到2005年,安利(中國)取得營業(yè)逾170億元的輝煌業(yè)績,不得不說安利(中國)在營銷策略上的調(diào)整是非常成功的。安利(中國)到底采取了何種營銷策略,在新時(shí)代的市場環(huán)境下,安利(中國)又將采用什么樣的營銷策略將是本文重點(diǎn)要研究的內(nèi)容。 本文從新時(shí)代營銷創(chuàng)新模式出發(fā),運(yùn)用市場營銷學(xué)理論來分析和論證安利(中國)的營銷策略。將全文劃分五個(gè)部分：第一部分,介紹我國營養(yǎng)保健、美容化妝產(chǎn)業(yè)的市場形勢,選題的研究背景,營銷策略的作用以及重要性,提出“安利(中國)營銷策略”的研究課題；第二部分,詳細(xì)論述影響市場營銷的定義、影響策略選擇的因素、STP理論和營銷策略組合理論、營銷環(huán)境分析(包括內(nèi)部環(huán)境、外部環(huán)境、SWOT分析等)；第三部分,在對安利(中國)現(xiàn)狀分析后,提出了安利(中國)營銷策略以及新形勢下安利(中國)采取的營銷策略；第四部分,提出新形勢的營銷策略下的營銷活動(dòng)具體實(shí)施方式和效果；第五部分,總結(jié),并提出工作預(yù)期。
[Abstract]:Since Amway (China) entered the Chinese market in 1992, it has been making corresponding marketing strategies according to China's national conditions, and on this basis, it has been constantly pioneering and enterprising, and blooming in China market with its amazing speed. Despite the success of Amway (China) in China, Amway's path to growth in China has not been smooth. By 1998, when the Chinese government banned MLM, Amway, then chairman and founder of Amway, was inevitable. DeVos is determined not to withdraw from the concept of China, Amway (China) actively and the relevant state ministries and departments to communicate and negotiate repeatedly, and in the marketing model transformation, Amway (China) became the first 10 transition enterprises promulgated by the State Council. The success of the transition made Amway (China) reopen from July 1998 to 2005, and Amway (China) made a brilliant achievement of more than 17 billion yuan. We have to say that Amway (China) has been very successful in adjusting its marketing strategy. What marketing strategy Amway (China) has adopted and what kind of marketing strategy Amway (China) will adopt in the new market environment will be the main content of this paper. This paper analyzes and proves Amway (China)'s marketing strategy by using marketing theory from the perspective of marketing innovation mode in the new era. The paper is divided into five parts: the first part introduces the market situation of nutrition and health care and cosmetic industry in China, the research background, the role and importance of marketing strategy, and puts forward the research topic of "Amway (China) Marketing Strategy"; The second part discusses the definition of marketing, the factors that influence the choice of strategy, STP theory and marketing strategy combination theory, marketing environment analysis (including internal environment, external environment, SWOT analysis, etc.); The third part, after analyzing the current situation of Amway (China), puts forward the Amway (China) marketing strategy and the Amway (China) marketing strategy under the new situation; The fourth part, put forward the new situation under the marketing strategy of the specific implementation of marketing activities and results, the fifth part, summarized, and put forward the work expectations.
【學(xué)位授予單位】：大連海事大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F416.7

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本文編號(hào)：2370346