下载文档原格式
浅谈直销的利与弊摘要：直销就是不经过任何中间环节，从厂家直接进货，并通过送货上门等形式直接销售给消费者的过程。
直销进入中国二十年的这段期间，中国已经出台了一些调控政策，使直销业得到了全面的规范。
直销具有销售路径最短、信息反馈迅速、为公司和职工带来双赢等优点，吸引了很多人从事直销工作，也吸引了很多消费者。
但直销行业的最直接的缺点之一是容易囤货，卖家承担巨大的压力。
同时，直销模式决定了卖家只能送货上门，而且直销行业客户的续购力不强，需要卖家去追踪、去挖掘客户，多层次计酬使直销产品价值高昂。
直销对于传统的销售市场来说，是一个全新的挑战，现在的生活节奏越来越快，使很多人变得非常忙碌，没有时间购物，直销无疑给这些人带来极大的方便，因此仍具有很好的市场发展空间。
关键词：直销；销售渠道；利与弊Talking about the advantages and disadvantages of direct marketing Abstract: Direct is not through any intermediate links, direct purchase from manufacturers, and direct sales to consumers through the process of delivery and other forms. Direct into China twenty years time, China has introduced a number of regulatory policies that direct selling industry has been fully standardized. Direct sales route with the shortest feedback quickly , bringing the advantages of a win-win for companies and workers to attract a lot of people engaged in direct work, but also attract a lot of consumers. But one of the direct marketing industry 's most immediate drawbacks is easy to store goods, sellers bear the enormous pressure. Meanwhile, the direct sales model determines the sellers of selling only home delivery, and direct marketing industry is not strong customer renewals , require sellers to track the patient , to dig , multi-level direct selling value of the product to make exorbitant capitation . Direct to the traditional market, is a new challenge , and now increasingly fast pace of life makes a lot of people become very busy, no time for shopping, direct marketing no doubt to the great convenience of such people , so the market still has a very good development space.Keywords : Direct sales ; Sales channels ; Pros and cons目录摘要 (I)一、引言 (1)二、相关概念的概述 (2)（一）直销的概念 (2)（二）产品直销的概述 (2)（三）直销模式与传统营销方式的区别 (2)三、直销的利 (2)（一）销售路径最短 (2)（二）信息反馈迅速 (2)（三）为公司和职工带来双赢 (3)四、直销的弊 (5)（一）容易囤货 (5)（二）直销员承担者巨大压力 (5)（三）销售方式只能送货上门 (6)（四）直销行业的客户续购力不强 (7)（五）多层次计酬使直销产品价值高昂 (8)（六）多层次计酬使部分直销人员价值观扭曲 (9)（七）多层次计酬造就了直销难民 (10)五、帮助企业扬利避弊的对策建议 (11)六、小结 (13)参考文献 (14)致谢 (15)一、引言自1990年以来，雅芳驶入了中国市场，中国的直销行业目前已经走过了20年的发展历程，直销市场也从原来的鱼龙混杂、泥沙俱下的混乱市场，发展成为目前相对规范化、合法化直接市场，直销给人们的生活带来了极大的影响。
戴尔直销模式之优劣分析the advantage and challenge of dell’s direct modelli dan sinosteel corp.中图分类号：f713.5 文献标识：a 文章编号：1009-4202（2011）03-139-02abstract dell computer corporation is a leading direct computer systems company,which was founded in 1984. it is an established brand that leads personal computer manufacturers in u.s. sales and overall online sales. dell computer corp pioneered the direct model of selling pcs directly to the consumers. how it enabled dell to manage its supply chain efficiently is discussed in this paper.the focus of this paper is the supply chain management practices of dell. dell has been following its unique ‘direct build-to-order’ sales model for more than 20 years. over the years,dell’s supply chain efficiencies and direct sales gave it a competitive advantage. however,with the development of new technology and new products,dell faces a lot of challenges as well.the unique,direct-to-customer dell model can no longer sustain competitive advantage. at the last part of this paper,several suggestions are put forward for dell to achievecompetitive advantage and gain market share.key word direct model competitive advantage challenge1.dell’s direct modela logistics system starts with the order,which has to be communicated through the whole supply chain and go through the logistics processes until the final physical delivery of the goods to the satisfaction of consumer. the aim of the logistics and supply chain management is to reduce order cycle time,reduce cost,and expedite the fulfillment process to the satisfaction of the customer. the task of the logistician is to reduce inventory and add value to the product and services wherever possible.dell also works the other end of the supply chain -- the customer -- to eliminate the evil of inventory. essentially,it’s replacing inventory with information. the company keeps a massive database that tracks the purchasing patterns and budget cycles of its corporate customers,and predicts upgrade purchases by individual repeat consumers,which enables it to forecast demand with about 75% accuracy. three times a day,dell updates its demand forecast for key suppliers on its extranet portal. supply chain experts call this “demand shaping” and dell has mastered thiscompetitive weapon.2.advantage of dell’s direct modeldell’s direct contact with customers allows it to: provide customized computer by direct modellow cost by efficient scmdevelop more accurate demand forecastsdell matches supply and demand because its customers order computer configurations over the phone or online （internet）. these computer configurations are built up from components that are available. dell’s strategy is to provide customized,low cost,and quality computers that are delivered on time. dell successfully implemented this strategy through its efficient manufacturing operations,better supply chain management and direct sales model. dell takes orders directly from its customers-either on phone or online. thus,dell reduces the cost of intermediaries that would otherwise add up to the total cost of laptop for the customer. dell also saves time on processing orders that other companies normally incur in their sales and distribution system. moreover,by directly dealing with the customer,dell gets a clearer indication of market trends. this helps dell to plan for future besides better managing its supply chain.another advantage dell gets by directly dealing with the customer is that it is able to get the customers’ requirements regarding software to be loaded. dell loads the ordered software in its plant itself before dispatching it. by eliminating the need of a laptop support engineer to load software,the customers gain both in time and cost. they can use the laptop the moment they arrive.dell’s supply chain management success can be summed up in one idea. “supply chain management shortens the cycle between the component,the manufacturer and the end customer. we are allowing them to almost touch each other.” according to michael chong,e-business technology manager of dell computer corp. supply chain management is the effective and efficient movement of materials from suppliers,through a company and into products,which eventually is received by consumers.3.challenge of dell’s direct modelin 2006 however,dell faced several problems. many customers complained about long delays in supplies. recall of sony battery cells in its laptops brought undesirable media hype to the company. increasing discontent of customers ledto a slowdown in sales. consequently,dell lost its market leadership to hewlett-packard co. （hp）. industry analysts felt that,with dell’s competitors also improving their supply chains and matching dell’s direct model,the company had been losing its competitive edge. dell will have to bear additional costs with its foray into retail distribution thereby minimizing its cost advantage. besides,profit margins of dell will drop further since it will have to offer incentives to compete with hp in retail stores. though dell spruced up its product design and range but apple is clearly far ahead of it. many experts feel that such new initiatives will only distract dell from its supply chain operations.keeping its head above water,dell has been fighting against these challenges. part of these efforts,and also a way to stay the growing strength of apple’s macs,particularly among younger users,was the recent introduction of laptops cloaked in colors.it was a good strategy,especially in the primeback-to-school season when 18 to 20-year-olds have buying power. but it’s backfiring. according to the journal’s report,dell has encountered delays in laptop shipments because of paint problems,causing some back-to-schoolcustomers to cancel orders and head to their local electronics chains for immediate replacements. dust contamination apparently caused dell headaches when it went to volume on these flashy colored laptops. indeed,dell has stopped offering its pearl white model because of the dust situation.4.solutionalthough dell is an extremely successful company,there are areas of improvement and enhancement that should be considered. dell’s direct model,which used to be its strength,now to some degree,becomes its weakness. his competitors gain better supply chain efficiencies from a mixed sales model. facing these challenges,dell needs to take some effective actions to increase customersatisfaction,competitive advantage and gain market share.selectively add other vendors to its supply chain management system.initiate a program to use “customer surveys” to gain market share.invest more in r & d to develop new products and services.consider offering online data back-up capabilities.implement a program to reduce errors in their direct internet ordering system and create a “clearance” area on its website for systems produced in error.enhance dell’s customer support services.increase their company recognition through a national advertising campaign.direct-sales supply chain had brought happy old time to dell. but it’s not a strategy which enables dell to get sustainable differential advantage. in the developing virtual era,to make a meaningful difference,dell must inspire and innovate. recently,dell is significantly revamping its entire supply chain strategy and abandoning its make-to-order model. in addition,it began to make much greater use of contract manufacturers for the first time. this is a strong opportunity for dell to reinvent its business model,and get its giant status again.。
戴尔公司的直销模式摘要众所周知，戴尔公司是以直销模式称雄的，具有壮大的网站优势，无论面向哪类客户，戴尔均强调直接的客户体验。
其直接经营模式的最大特点在于不通过任何代理商、经销商或终端零售商，实现了厂家和消费者之间无缝虚拟整合，从而使厂家能维持低本钱、高效率的业务运行，而且确保了统一的价钱体系，避免了部份经销商为追求销售量而盲目降价出售而致使市场价钱混乱。
而消费者也能有效避开渠道中的各种陷阱，并实现按需和个性化的定制。
戴尔注重经营理念的创新。
戴尔公司在开创之初就坚持其“黄金三原则”: 第一, 摒弃库存; 第二，坚持直销; 第三, 让产品与服务切近顾客。
这三项原则, 极大的降低了公司的营销费用, 产生了一种新的经营方式, 一种不同与企业传统营销的经营模式———直接掌握销售信息、肯定销售标准、与顾客直接沟通、知足顾客的个性化设计, 同意定单以后投产的生产模式。
戴尔创造了企业界的一个奇迹。
戴尔的成功绝不是偶然，它主要来源于：坚持直销模式、追求零库存、超卓的供给链管理、视效率为生命等。
关键词：戴尔，直销，营销渠道，渠道控制，切近顾客，虚拟整合DELL'S ELECTRONIC BUSINESS MODE AND MARKETING METHODSABSTRACTAs is known to all, dell is direct sales model of the claim, with a strong web site advantage, no matter what kind of customer oriented, dell are stressed direct customer experience. The direct business model of biggest characteristic is to pass through any agent, distributor or terminal retailers, manufacturers and consumers realized the seamless "virtual integration", so that the manufacturer can keep a low cost and high efficiency of the business operation, and ensure that the price of a unified system, avoid some of the dealer for sales and blind pursuit sale and lead to market price confusion. And as consumers can effectively avoid the trap of all kinds of channels, and realize the on-demand and personalized customization. Dell pay attention to the innovation of the management idea. Dell in founding the beginning of the insists its "golden three principle" : first, abandon the inventory; Second, uphold direct marketing; Third, let products and services to customers. These three principles, greatly reducing the company marketing costs, producing a new mode of operation, a different and enterprise of traditional marketing business model--- directly master sales information, sure, and customers of direct sales standard communication, meet thecustomer's personalized design, accept the order of production mode after operation.Dell created one of the highlights of a miracle. Dell's success is never accident, it mainly comes from: adhere to the direct sales model, the pursuit of zero inventory, excellent supply chain management, depending on the efficiency of life, etc.KEY WORDS：Dell, direct marketing, marketing channel, and channel control, closeto the customer, the virtual integration目录戴尔公司的直销模式 (I)前言 (1)第1章分销渠道概述 (4)1.1 分销渠道的大体概念 (4)1.2 分销渠道的种类 (4)1.3 直销 (4)1.3.1 直销的含义 (5)1.3.2 直销的特点 (5)第2章戴尔公司采用的直销模式 (8)戴尔公司概况 (8)——戴尔公司董事长兼首席执行官迈克尔.戴尔 (8)戴尔公司的经营模式 (8)戴尔的直接商业模式，即去除中间人直接向客户销售产品，使得公司能够以更低廉的价钱为客户提供各类产品，并保证送货上门。
直销开放分类： 健康商业理财网络营销 编辑词条分享 新知社新浪微博人人网腾讯微博移动说客网易微博开心 001 天涯本词条由 亿新国际 创建,已被浏览 8190 次,共有 10 位协作者编辑了 11 个 版本。
直销，是 Direct Sale 的中译，又有种说法叫“无店铺销售”。
直销是一个被广泛讨论，但 是常被误解的主题。
有些人会把直销和直效行销(Direct Marketing)混淆，更有些人把直销 和老鼠会相提并论。
虽然直销可说是人类最早的商业配销方式， 但是直销并没有被人好好的 了解。
在行销的文献中，也几乎被忽略了，例如在一本 1993 年美国很畅销的零售管理的教 科书中，甚至没有提到直销；此外，1994 年美国出版的商业字典中，也没有直销的定义。
纠错编辑摘要目录• • • • • •1 定义 2 历史 3 优点 4 缺点 5 运作考量直销 - 定义直销协会 有一些学者曾经对直销下过定义， 但是大部份都含混不清， 没有把直销的真正特性表现出来。
在美国研究直销最有名的两位学者是美国德州大学奥斯丁校区的彼德森(Robert A. Peterson)教授和圣地亚哥州立大学的沃特巴(Thomas R. Wotruba)教授。
他们两位对直销研 究发表的论文最多，也最被重视。
他们在 1996 年发表的一篇论文中讨论直销的定义，对直 销下了一个简单但贴切的定义：直销是一种没有在固定零售点进行的面对面销售”。
这个定 义和美国直销教育基金会(Direct Selling Education Foundation)于 1992 年的定义：直销 是一种透过人员接触(销售员对购买者)， 不在固定商业地点， 主要在家里进行的消费性产品 或服务的配销方式很相似；不过后者更强调消费性与配销方式。
直销定义中有两个要点：面对面销售与不在固定零售点。
面对面销售可以让我们了解直销是一种两个人面对面沟通的过程； 这种面对面的人员销售特 性是直销和直效行销的主要区别。
世界直销联盟如何定义直销(1) 直销的定义简介直销(direct selling)系将產品与服务直接行销给消费者，為一充满活力、充满生气、迅速扩张的销售管道。
本篇报告的宗旨即在描述直销及其带给市场的利益。
直销直销的最佳定义是以面对面的方式，直接将產品及服务销售给消费者，销售地点通常是在消费者或他人家中、工作场所，或其他有别於永久性零售商店的地点。
直销通常由独立的直接销售人员进行说明或示范；这些销售人员通常被称為直销人员(direct sellers)。
直销的力量在於其在自由市场体制中拥有独立、服务消费者、致力创业成长的传统。
直销提供人们另一种收入来源，而且不限性别、年龄、教育程度、经歷，都能加入这个行业。
值得注意的是，全球大多数的直销商都是女性，而且多半是以兼职方式从事直销。
只有极少数的直销人员是所销售產品公司的员工。
独立的直销人员代表自身或所属直销公司，透过个人销售关系，贩卖產品与服务，在某些地区通称為独立承销人，即这些独立销售人员并非所销售產品公司的员工，而是经营自身事业的独立实业家。
这些独立直销人员有机会从事业中获利，也必须承受经营事业所带来的风险。
直销人员所销售的產品五花八门，包括：化妆品、个人保养品；洗衣及个人清洁用品；吸尘器、家电用品；家庭用品；家庭清洁產品；食品及营养补充產品；玩具、书籍、教育用品；衣服、珠宝、流行饰品等。
一般来说，这些產品的销售方式都是以团体（团体聚会）或个人（一对一）说明的形式完成。
团体聚会的方式是由主人邀请一群宾客至家中或其他地点，再由直销人员在这群人面前进行產品说明。
其他的直销人员则会挑选对消费者方便的时间，亲自到消费者家中，让消费者能在舒适自在的环境下听取產品的说明与示范。
无论是对於渴望赚钱并建立属於自己的事业的个人，对於喜欢在购物中心、百货公司以外的环境购物的消费者，或对於消费性產品市场，直销都提供了莫大的好处。
对想藉弹性收入的赚钱机会补贴家庭收入的人，或是因责任或环境关系，无法有兼职或全职工作的人，直销都提供了传统工作以外的机会。
展示产品优势英语作文Title: Showcasing Product Advantages: A Comprehensive Guide。
In today's competitive market, effectively showcasingthe advantages of a product is crucial for its success. Whether you're introducing a new product or seeking to enhance the visibility of an existing one, articulating its strengths in English can significantly impact consumer perception and drive sales. Here's a comprehensive guide on how to craft a compelling exposition of your product's advantages:1. Identify Unique Selling Points (USPs):Start by identifying the unique features andbenefits that set your product apart from competitors. These could include innovative technology, superior quality, cost-effectiveness, environmental sustainability, or exceptional customer service. Highlighting these USPs formsthe foundation of your product's advantage.2. Craft a Persuasive Narrative:Develop a persuasive narrative that communicates the value proposition of your product clearly and succinctly. Utilize persuasive language and storytelling techniques to engage your audience emotionally and intellectually. Emphasize how your product addresses specific pain points or fulfills unmet needs of the target market.3. Provide Evidence and Data:Back up your claims with credible evidence and data to lend authority to your assertions. This could include customer testimonials, case studies, performance metrics, industry awards, or scientific research. Quantifiable data such as sales figures, market share, or ROI can further bolster the credibility of your product's advantages.4. Visual Representation:Incorporate visually appealing elements such as product demonstrations, infographics, videos, orinteractive presentations to enhance understanding and retention. Visual representation can effectively illustrate the features, functionality, and benefits of your product, making it more memorable and compelling to potential customers.5. Address Objections and Concerns:Anticipate and address potential objections or concerns that prospective customers may have about your product. Provide transparent and honest explanations, offer solutions to common issues, and demonstrate how your product mitigates risks or uncertainties. Building trust and credibility is essential for overcoming skepticism and objections.6. Highlight Competitive Advantages:Compare and contrast your product with competitors, highlighting its unique strengths and advantages. Focus onareas where your product outperforms or offers superior value proposition, whether it's in terms of price, quality, features, or customer experience. Positioning your product as the preferred choice can sway purchasing decisions in your favor.7. Tailor Messaging to Target Audience:Customize your messaging to resonate with thespecific needs, preferences, and aspirations of your target audience. Speak their language, address their pain points, and emphasize how your product can improve their lives or businesses. Understanding your audience allows you to craft more relevant and persuasive communications.8. Multi-channel Promotion:Utilize a diverse range of channels and platforms to promote your product advantages effectively. This could include online channels such as websites, social media, email marketing, as well as offline channels like print ads, events, trade shows, and direct mail. Consistent messagingacross multiple channels reinforces your product's advantages and reaches a wider audience.In conclusion, showcasing the advantages of your product in English requires a strategic approach that combines persuasive communication, credible evidence, visual representation, and audience-centric messaging. By effectively communicating the unique features, benefits, and value proposition of your product, you can capture the attention of potential customers, differentiate yourself from competitors, and ultimately drive sales and profitability.。
戴尔公司的直销模式分析陈宏糜祖慧戴尔公司自公司创立，就以直销模式在电脑界异军突起，迅猛成长为全美第一，全球第二的计算机跨国集团。
1999财政年度以283亿美元的营业收入位居《财富》杂志美国500强企业中名列第56位，在《财富》杂志全球500强企业中名列第154位，并在《财富》杂志美国最受敬仰的企业中名列第3位。
本文将对戴尔公司的直销模式的优势进行分析探讨。
一、戴尔的新产品的推出戴尔的产品不停地更新换代。
它有一个全球性的新产品战略，由其全球的六大生产厂商向相应的市场不断地推出新产品，无论是PC机、服务器、网络设备、存储设备，还是软件产品都会在这个战略部署下不断的推陈出新。
一个企业如果没有新产品，在激烈的市场竞争中终将丧失其原有的优势而被淘汰。
戴尔公司深谙此道，所以，在旧的产品尚处于成熟期，其替代产品的推出已在蕴酿之中。
位于美国的产品研发中心会将新产品的性能、测试要求、涉及的物料等信息通过相应协调人员发往六大生产厂。
各生产厂的市场部门根据其相应市场的需求预测决定是否要在其目标市场推出这种新产品。
如果要，综合各方面信息，会定下新产品推向市场的时间计划(见图1)。
然后，相应的一些部门，如商务计划、物料采购、工程部等等会首先行动起来。
商务计划部门根据原有产品的历史销售情况以及市场部门对新产品的市场估计对由工程部提供的产品物料作出半年之内需求量预测。
物料采购部门会根据这些预测在网上寻求供应商(一般都是相对固定的供应商)，通过比较供应商的商品质量、价格和供应商的信誉，选择供货渠道，并根据商务计划部门的需求量预测，定购一定时期内的采购量。
Austin总部会将新产品的样机(主要用于供工程部新产品引进工程师学习以培训制造部门生产人员)及新产品配套的软件CD母盘(GoldMaster)等通过DHL(DHL会提供托运货物的airway Bill#供戴尔公司进行物流跟踪查询)等物流公司在很短的几天时间空运到六大生产厂。
对于软件CD，各厂物料采购部门立即将母盘提供给各供应商。
浅谈产品直销的利与弊作者：康丽娟来源：《商情》2013年第34期【摘要】随着近年来产品直销在我国的兴起，直销营销方式越来越多的引起企业的关注。
本文首先概述了产品直销的起源、概念以及现状。
然后分析了直销与传统营销方式的区别，指出了产品直销的利与弊，为企业销售渠道的选择提供了决策依据。
最后提出了若干帮助企业扬利避弊的对策建议。
【关键词】产品直销；利与弊；传统营销一、产品直销的概述所谓产品直销主要是指产品的所有权自生产者向最终消费者实现直接转移的销售方式，也即产品的生产制造者直接将产品面向最终消费者进行销售的方式。
主要强调的是产品在销售过程中所有权的转变，即生产者向最终消费者转移的过程，产品直销是连接生产者与最终消费者之间距离最短的销售模式，整个销售过程中不存在第三方。
现代意义上的产品直销最早起源于美国，最早与传销同时来自于英文“Direct Selling”，为同一个概念。
产品直销理念在美国创立后，先后经过日本以及我国的台湾省和香港地区传入到内地。
我国的产品直销最早开始于1990年，美国雅芳品牌公司是在我国内地注册登记的第一家直销公司，是最早进入我国销售市场的直销产品之一。
现阶段我国的产品直销发展势头较好，目前已经获得我国直销经营许可证的企业超过30家，其中包括一些知名的本土企业、跨国企业以及中外合资企业，直销市场规模基本显现。
我们可以明确，直销对于我国经济社会的发展是极其有利的，直销企业对于自身形象的塑造固然也是也是为了实现营销的目的。
二、产品直销的利与弊分析（一）直销的利直销模式和传统营销方式都只是商品在流通过程中的一种销售方式而已，它们之间的区别主要表现为两个方面：一是直销与传统营销方式在分销渠道上的不同，这也是两种销售方式的最大区别。
直销一般都以直销商来取代零售商或者批发商的职能，因此也就大大减少了中间的销售环节，有效降低企业产品成本；然而传统的营销方式由于产销之间的中间过程过于繁琐，导致产销流程的程序过多，产品成本增加，成本增加的同时也就导致产品价格的提高，带来的便是消费者或者生产者的利益受损。
直销的优势（The advantages of direct marketing）2007-10-12 18:37:07 has announced to the workplace, business blog channel classificationThe direct reason at an alarming rate in the global promotion, because of its own advantages of direct sales of other:Direct marketing is a kind of high speedThe traditional product sales, mostly through the distribution of the total area - wholesalers - retailers distribution and a series of intermediate links, the product can last into the hands of customers, products in the traditional sales chain, not only to spend a lot of time retention, but also to establish such a product sales chain, is not a short duration of time. So, in the field of commodity circulation in traditional commodities, from the factory to enter the hands of customers often have a long period of time, this is not conducive to the market demand for rapid response, is not conducive to the rapid recovery of funds. The direct way, with the help of distributor's reputation for product sales, only through an intermediate link, into the hands of customers, this is a kind of efficient marketing methods. Moreover, the word of mouth is increasing in geometric series. Therefore, products can be quickly and fully occupy the market; this is the traditional marketing mode and can not be absolute.Direct marketing can save the cost of salesFirst, direct reduced circulation, the circulation costs are saved. In the traditional marketing mode, various wholesalersare formed by company. A wholesale company department set up domestic and foreign trade, production and processing, security, administration, logistics, party, government, industry, group, and so on, large institutions like this, how much manpower and resources? Isn't this all into their stalls in the distribution of products? Even if the two or three smaller wholesale company, but also hepatobiliary taste, cost is not low. Moreover, at all levels also occupy a lot of liquidity wholesale. All of these costs are ultimately passed on to the customer on the head.However, for direct sales, the cost will not happen. Direct Selling Company needs only a group of competent distributors formed a huge network, you can complete the product sales. Of course, the company must give distributors pay direct fees, but the sale than traditional expenses less than 1/2 or 2/3.Secondly, saving promotion expenses. Now the products, especially new products, if not to advance in virtue of powerful advertising and other promotional means, to occupy the market, it is almost impossible. The promotional advertising, newspapers are on the area, TV is on time, a small business, the annual investment of millions of dollars or even thousands of Yuan advertising, this is commonplace.And then there was no direct marketing, advertising, only a small amount of information costs, organization costs and training costs of the product can be sold out. Only in the sales of products, direct sellers can give performance incentives, without investing a lot of promotional expenses.In the direct sales, customer is the true GodThe traditional sales, also called the "customer is God" slogan, but many customers are not only just the slogan, not God, but also often become victims of fake and shoddy products. But in the field of direct marketing, the customer is the real God, embodied in the:First, the customer is not satisfied with the products, you can return.All right all the provisions of the "direct, calm period".Where in the "cool" period, customer dissatisfaction can be returned.Second, customers in the consumer products at the same time also can make money.A customer in the purchase and consumption of products, if very satisfied, as long as you take this message to your friends, neighbors, relatives, colleagues, as long as they have purchased the product from the company, you can receive a bonus, because you have carried out the propaganda work for the company, should enjoy the corresponding reward.Third, customers can enjoy the best pre-sales, sales and customer service service.In the purchase of goods, direct friends will give you a comprehensive and detailed introduction, a thoroughunderstanding of your products, the purchase of goods in the process, you can go to company selection, and also by the introducer delivery, do not charge any fees; after a purchase, you can enjoy a series of additional services. For example, Shenzhen software, you bought a product, you and your family can go to the free life in the local learning computer company, the company a week from Tuesday to Saturday are taught by computer knowledge. Not only that, where there is a renewal product, you can replace the new product life free.Fourth, customers can buy the best quality products.For direct selling products, must be the most high-quality products, there are two reasons:First of all, to accept the return period of the test product. All products are provided for direct return period, where the return period, the company must accept no reason to return. If the product quality, customers have to return, non break down. Therefore, there is no first-class product quality, the production company is not easily by direct way.Secondly, to accept the test of social relations. Direct selling is a word-of-mouth sales, it is based on the network of friends. If the product is not good quality, most people did not dare to recommend it to their friends and family. The business of small things, friendship, the inferior products recommend to friends, after how to meet? Therefore, not high quality products, enterprises can not use mainly is the direct way with the chain of acquaintances to sell.Direct marketing can effectively prevent counterfeit productsDirect selling is in the chain of acquaintances, every customer directly facing the company, directly in the company delivery, there is no intermediary link, which makes the fake and shoddy products no loopholes, so as to eliminate fake and shoddy products completely.There are three reasons for the production of fake and shoddy products:One is the production of the enterprise can not be implemented to control the product sales market. Now the implementation of enterprise is the distribution, wholesale and retail; system, scope, link of enterprise, always has no power to control, to every aspects of the fake and shoddy products to take advantage of a weak point, popular.Two of consumers found authenticity. The consumer is not a commodity experts, they have the knowledge of goods is not enough to distinguish the authenticity, not only the quality found in the process of consumption, but it has no chance to return, only bad luck. It also gives the fake and shoddy products hurt consumers open convenient door.The three is some intermediaries in order to reap huge profits to fraud. Some unscrupulous middlemen, knowing that a product is counterfeit products, but in order to reap huge profits, is still in the market to vigorously promote,Due to the proliferation of fakes.The direct way, the above three problems do not exist. The first production enterprises directly to consumers, no intermediate links, distributors have played the role of intermediaries, but they generally do not directly contact with the product, they are introduced from referrals, so you can't cheat, and help customers are friends, can not be false. Secondly, business to consumer sales directly, can completely control the market, fake and shoddy products without air drill. Finally, consumers have to accept distributors detailed product introduction, and return period should be guaranteed, it will not be fake, therefore, it can be said that marketing is the best strategy to eliminate fake and shoddy products.Direct marketing can eliminate debtTriangle debt as a special economic phenomenon, has seriously affected the development of many enterprises. According to statistics, China's enterprises are owed debts have trillions, shocking figures. In order to solve the problem of triangular debts, the State Council has done a lot of work, the local government has also set up a special triangular debt office, although some of the old debt to clean up, but also the birth of the new debt. But also let you be intensified, Qing Qing, helpless.But in a direct way, there would be no debt. Because marketing is directly facing the consumers, the two money goods, there is no mutual arrears. This will greatly speed up the fund turnover of enterprise, to create the best conditions for enterprises and expanding reproduction.Direct marketing can enable enterprises to quickly reflect market demandA Direct Selling Company always have tens of thousands of distributors, some companies more than millions of these distributors face hundreds of millions of consumers, so that they can put the new needs of the market quickly communicated to the company, the company will according to the need to organize the production or improve the products, to meet the needs of the market. It can be said that the market research network is the largest network marketing company. It goes to every corner of the market, it can automatically put the market in any new information and timely feedback to the company, even if the company did not organize the investigation. Where did the marketing people know, distributors do not focus on the market almost every hour and moment, pay attention to customer trends, and then report to the company in time, in order to promote the improvement, in order to create the best conditions for their own direct sales.Direct to establish a new interpersonal relationshipDirect reflects the "all for me, I was all in the spiritual realm, established a new interpersonal relationship to help people. According to the direct sales system, a distributor, only your direct referrals to cultivate a certain rank, they can be upgraded, with upgraded award, only your downline fully developed, the huge network, you will have the best economic income. So, always spare no effort to help the line off the assembly line. In the world, except me, only hope that theirsuccess on the line. As the assembly line, should thank on-line provides a good opportunity for him, for his help and should be grateful for on-line training. Under the joy of success, always bathed in sweat on the line. Through the on-line help line success and success, and with the help of on-line and offline, help the development of on-line, so a kind of "all for me,I was all "formed a new relationship. This completely avoids mutual fraud may occur between dealers at all levels in the traditional business phenomenon, pure business relations, get rid of "not rape" attribute, the commercial behavior to the noble.Direct to provide new employment opportunities for peopleDirect marketing as a commercial activity, will need a large number of people involved, which provides new opportunities for practitioners.First, direct marketing can solve the employment problems of unemployed, unemployed.Direct selling is a full of friendship, love, romance and fantasy, is a very attractive and challenging work, it is one of the best practitioners of occupation selection. Direct marketing does not require education, does not require the identity and status, as long as you have a mature age and a healthy mentality (zero), can be engaged in. Because the company's training system, and on line help system can promote you quickly become a qualified distributors.Secondly, direct to wage earners to provide a second chance to engage in occupation.Where the provisions of the state government staff not involved in direct sales, other people can participate in. The Direct Selling Company direct marketing activities are arranged in the evening, on the one hand is to take care of wage earners, on the other hand, the convenience of customers because customers are wage earners, they had no time to buy the products during the day, so, wage earners will not affect the normal work of the day. As for the product promotion is a word of mouth spread, are among those who accept the way, no need to go door to door, so it will not affect the normal work. Of course, when selling to a certain size, income is very rich, some people will also resign from the original unit, specializing in direct marketing, this is a good thing. It can solve our enterprises overstaffed problems now, to break a secure job, gradually implement free employment system has made a contribution.Last updated: 2007-10-12 18:37:12 views (488)A: ten of the leading causes of death in a private enterprise: enterprise marketing dilemma。
