直銷產業競爭優勢與經營策略之研究—以中國大陸安利為例

隨著中國政府政策之開放，且人民生活水平逐漸提高，直銷產業在中國市場正蓬勃發展，而安利(中國)在其中長期處於領頭羊之地位，因此藉由對安利個案之研究，可了解其營運及行銷策略，以提供同業參考。本論文首先介紹安利在中國的發展歷程，藉由鑽石模型與五力分析得到安利擁有的機會遠大於威脅，再加上SWOT優劣勢分析，發現安利運用了藍海策略增加並保持自身之優勢且趨避了劣勢，因此得以持續保持領先的地位。

關鍵字

安利中國；直銷；經營策略；競爭優勢；五力分析；鑽石分析；藍海策略；優劣勢分析

並列摘要

First, this research is going to introduce the development of Amway (China). Second, through Porter’s five-force model to evaluate Amway’s environmental threat and opportunity, Amway’s opportunity is greater than threat because the total attractiveness of Chinese direct-selling industry is larger. Amway gained the first mover advantages, adopts differentiated strategies to eliminate threats, and makes good use of advantages opportunities as effective tactics. Third, according to the evaluation result of internal analysis framework, though Amway (China) faces fiercely competitive situation, it maintains lasting competitive advantages. Finally, through analysis of entire business strategies, Amway (China) must offer distributors complete supporting service, and implement and standardize the concept of experiencing Amway can stabilize its position by promoting competitive and entire competitive strategies.

並列關鍵字

Amway (China) ； Direct-selling industry ； Business strategy ； Competitive advantage ； Five-force analysis ； Diamond analysis ； Blue Ocean strategy ； SWOT analysis

參考文獻

黃建榮、戴鄂(2007)，消費體驗、信任與購後行為之關聯性研究：以直銷公司之實體通路為例，第十二屆直銷學術研會論文集，133-154。

林妙雀(2001)，直銷知識內隱性、參與式知識移轉對直銷商滿意度和忠誠度影響之研究，第六屆直銷學術研討會論文集， 172-204。

"Cosmetics and Toiletries in China (June 2006)." Euromonitor International.

Keller, K.L. (2008), Building Strong Brands in a Modern Marketing Communications Environment, Journal of Marketing Communications, 15 (2), 139-55.

Krasnikov, A. and S. Jayachandran (2008), The Relative Impact of Marketing, Research-and-Development, and Operations Capabilities on Firm Performance, Journal of Marketing, 72 (4), 1-11.

國際替代計量

直銷產業競爭優勢與經營策略之研究—以中國大陸安利為例

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