1、 本科毕业论文（设计）本科毕业论文（设计） 题目： 产品直销的利与弊 2013 年 4 月 摘摘 要要 随着直销在中国的快速兴起，直销这种方式被越来越多的消费者以及强企业所认 知。论文给企业提供了更多有关产品直销优点和缺点的信息，为企业的销售渠道的选择 提供了决策依据。论文主要通过网上资料的的收集、分析、归纳总结，对安利公司和东 星公司实例论证，对现代直销和传统营销进行对比论证等方法，并对直销未来的发展情 况进行研究，分别从企业的角度和消费者的角度对直销的优点和缺点进行了分析。并对 目前我国市场上现有的直销模式进行了分析以及对直销市场的未来发展也进行了预测。 论文的观点是企业应当综合考虑直销的
2、优点和缺点，根据企业自己的实际情况，选 择适合企业发展的销售方式。直销在中国将会有广阔的发展前景，在未来直销这种销售 方式将以网络营销为主导，而且直销渠道和传统分销渠道将长期并存。 关键词：关键词： 1、直销 2、直销的利与弊 abstractabstract Along with the rapid rise of direct selling in China, direct selling this way by more and more consumers and enterprises. Paper provides enterprises with more informatio
3、n about product marketing advantages and disadvantages, for the enterprise marketing channel choice provides decision-making basis. Thesis mainly through online data collection, analysis, sum up, in amway and dongxing company instance reasoning, of modern marketing and traditional marketing methods
4、of comparison, and to direct the development of the future study, respectively from the perspective of the enterprise and the consumers point of view of the advantages and disadvantages of direct selling is analyzed. And direct sales model of existing on the market in our country at present are anal
5、yzed and the future development of direct selling market is also forecasted. Paper point of view is the enterprise should consider the advantages and disadvantages of direct sales, according to the enterprises own actual situation, choose suitable enterprise development way of sales. Direct selling
6、in China will have broad prospects for development, direct sales in the future this way of selling will be dominated by the network marketing, and direct channel and the traditional distribution channels will coexist for a long time. Key words: 1, 2, the advantages and disadvantages of direct selling. Direct selling 目目 录录 一、选题的意义及目的 4 二、直销的概述. . 5 （一）直销的定义 . 5 （二）直销的起源 . 5 （三）直销的分类及模式 6 （四）直销的目的 . 6 （五）直销与传销的区别 6 7 三、直销的利与弊 7 （一）直销与传统营销的对比 7 （二）案例分析 8 （二）直销的优势及直销的缺点 9
