浅析我国直销业的开展现状及趋势——安利的案例分析学生：周俊，商学院工商管理系指导老师：孙安彬，江汉大学商学院工商管理系在当今的中国，直销作为一种较为新颖的的营销渠道和模式，具有广阔的开展空间和美好的开展前景。然而如今我国直销业的开展却没有人们想象和期待的那样一帆风顺和快速开展。可以概括地说，当前我国直销行业的现状是较为平淡的，所需完善的地方，所解决的问题还有很多。直销是一个涉及到了营销、管理、企业文化、人力资源等多种理论相结合的重要研究课题，其行业的现状及开展趋势是受到我国直销界乃至于整个营销界共同关注的。本选题主要阐述直销的相关理论、我国直销业所面临的一些问题、我国直销业的开展趋势分析及其对策建议以及安利〔中国〕的案例分析，其研究目的就在于通过结合我国直销业的开展现状及趋势，为我国直销业的稳定快速可持续开展提出自己力所能及的一些思考和建议。关键词直销；直销业；现状；开展趋势；安利IABSTRACTIntoday'sChina,directmarketingasamoreinnovativemarketingchannelsandmodes,withabroadspacefordevelopmentandgooddevelopmentprospects.However,thedevelopmentofChina'sdirectsellingindustryaspeoplethinkandexpectsmoothandrapiddevelopment.CanbesummarizedtosaythatthestatusquoofChina'sdirectsellingindustryisrelativelycommonplace,thedesiredimprovement,therearemany.Directmarketingisanimportantresearchtopic,aprocessthatinvolvesacombinationofmanytheoriesofmarketing,management,corporateculture,humanresourcesandthestatusquoanddevelopmenttrendofitsindustrybyourdirectsalessectorandeventhecommonconcernoftheentiremarketingindustry.Thetopicsmainlyelaboratedthetheoryofdirectmarketing,someoftheproblemsfacedbyChina'sdirectsellingindustry,thedevelopmenttrendofChina'sdirectsellingindustryanalysisandsuggestionsaswellascasestudiesofAmway(China),itspurposeisthestabilityofthedirectsellingindustryinChinathroughacombinationofdirectsellinginChinaDevelopmentStatusandTrends,rapidsustainabledevelopmentputforwardsomethoughtsandsuggestionsofitspower.KEYWORDSDirectSelling；TheDirectSellingIndustry；Presentsituation；Developmenttrends；AmwayII目录...........................................................................
