直銷產業行銷策略之比較-以如新與安麗公司為例

直銷在台灣發展已有數十年的歷史，且在台灣的直銷公司及總營業額也逐年上升，造就許多運用此行銷方式獲利的直銷商，各家公司建立特有的商業模式及行銷策略，影響其獲利的成敗。本研究主要探討直銷產業在行銷策略上之比較-以如新公司及安麗公司為例，以提供新進直銷商加入直銷業及欲購買直銷產品的參考依據。透過資料蒐集、文獻分析、訪談分析及個案研究法，探討各直銷在行銷策略上之比較結果。發現對於新進直銷商而言，在選擇直銷公司時，應先評估市場的發展方向，再來評估其產品，最後才到公司制度，在多方瞭解後，選擇加入符合市場需求的直銷公司，以永續經營直銷事業，故本研究採用如新公司及安麗公司進行個案比較，比較其行銷策略。

關鍵字

直銷；行銷策略；多層次傳銷

並列摘要

Direct sales have been developing in Taiwan for many years, and direct sales companies and total turnover in Taiwan have also been rising year by year, creating many direct sellers who use this marketing method to profit, each company to establish a unique business model and marketing strategy, affecting the success or failure of its profits. This study mainly discusses the comparison of direct selling industry in marketing strategy- taking Nu Skin and Amway as examples, in order to provide new direct sellers to join the direct selling industry and want to buy direct selling products reference basis. Through data collection, literature analysis, interview analysis and case study method, this paper discusses the comparison results of each direct selling in marketing strategy. When the new direct sellers choose the direct sales company, they should first assess the direction of market development, and then evaluate its products, finally to the company system, in a multi-understanding, choose to join the market demand for direct marketing companies, in order to continue to operate direct selling business, so this study using Nu Skin Company and Amway Company for case comparison, to compare its marketing strategy.