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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/68525

    Title: 跨國直銷公司進入中國市場之經營策略分析-以精油產品為例;Analysis of the Multinational Direct Selling Company′s Business Strategies for Entering china Market - The Case of Essential Oil Product
    Authors: 王月華;Wang,Yueh-Hua
    Contributors: 高階主管企管碩士班
    Keywords: 精油;經營策略;中國直銷市場;SCP;SWOT;essential oils;SCP;SWOT;china market;development strategies
    Date: 2015-07-09
    Issue Date: 2015-09-23 11:58:14 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 「直銷」由於其銷售商品與拓展組織的獨特性,特別是以「人」為中心所產出放射式銷售成效,徹底顛覆了舊有實體店面營運方式,往往締造出令人刮目相看的業績,因此精油透過直銷模式銷售產品,已成為自由經濟社會中常用之經營模式。
    ;Direct marketing includes conceptual propagation and product marketing which constructs the main frame of sale activity. The radial sales effectiveness is the key factor to success in direct selling. To overturn the traditional way, direct-selling involves the marketing of products and services directly to consumers in a face-to-face manner, away from permanent retail locations market competition and getting Amazing business performance.
    The target company of this case study is an American essential oils company’s China branch office founded in 2014. Taking the particularity of Chinese direct selling market and complexity of the supervision of direct selling into account, only the single-level direct selling activity is allowed according to the national laws at this stage. How to make the appropriate adjustment of operational strategy is main problem needed to be resolved by the direct selling enterprises.
    This research focuses on discussing the business transformation of multinational direct selling companies in china market. With this main objective, the researcher selects S-C-P model as the analytic tool and SWOT analysis to formulate the strategy; moreover, the researcher selects a case to review the competition strengths and offers the suitable development strategies which provides a more complete way of thinking and operating reference for those direct selling enterprises.
    Appears in Collections:[高階主管企管(EMBA)碩士班] 博碩士論文

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