上海交通大学硕士学位论文雅芳（中国）有限公司直销策略研究姓名：刘骏申请学位级别：硕士专业：工商管理指导教师：任建标20060611雅芳（中国）有限公司直销策略研究摘要本论文通过理论联系实际对雅芳（中国）有限公司的直销策略进行了研究。
雅芳(AVON)公司作为一家世界级跨国企业，在取得中国政府颁发的第一张直销营业牌照后，积极研究和探索适合中国国情的市场直销策略，充分发挥企业的整体优势和政府的支持的优势，采用“服务网点+直销人员”的直销经营方式，在中国市场尝试大规模开展直销业务。
首先，本文回顾了直销的相关理论与特性以及在国内外的发展， 并对雅芳公司在国外的经营情况作了较为深入的阐述。
其次，在分析雅芳（中国）有限公司现状和其外在的直销环境的基础上，运用SWOT分析方法对雅芳（中国）有限公司的内部资源、外部环境以及自身的优势和劣势进行了分析，提出了雅芳公司要发展一种融合现有经销商渠道和将来直销员销售渠道的新的直销模式——“服务网点+直销人员”，这对于其来说是一种新的尝试和突破。
第三，在本文提出的直销模式下，系统分析了雅芳公司的目标市场和市场定位，并且从产品、品牌、定价、促销、营业推广形式、广告和公共关系等方面对雅芳（中国）有限公司直销组合策略进行了论述，得出雅芳公司在其三大产品线——护肤品、彩妆、个人护理产品的盈利能力都比较强，品牌知名度较高，产品的价格体系多样化，促销策略以折扣为主，同时在广告和公共关系方面投入较多。
最后，根据以上的分析结果，在不损害现有经销商利益的条件下，结合雅芳（中国）有限公司的优势和资源，本文设计了雅芳（中国）有限公司的直销实施方案，方案主要包括三部分：产品支持方案、服务支持方案和服务政策与程序方案。
产品支持方案主要是通过对历史销售量的分析，调整与改变产品定价组合以扩大销售额。
服务支持方案主要包括两部分：第一部分是针对精英店、专卖店和顾客俱乐部的支持计划与奖励计划；第二部分是支持直销员的艾碧俱乐部计划和新直销人员的支持计划与奖励计划。
服务政策与程序方案是雅芳公司专门为更好服务直销人员设计的政策和程序。
由于新的直销法和直销牌照将在中国的陆续推出，对于这样一个新的竞争激烈的行业环境，系统地分析像雅芳这样的跨国公司在中国实施的直销策略，对我国企业准备实施有效的市场直销策略具有重要的指导意义和现实意义。
关键词：直销策略，雅芳，服务网点，品牌DIRECT SELLING STRATEGY RESEARCHOF A VON CHINAABSTRACTIn this dissertation, I study direct selling strategy of Avon China Ltd with theory and practice.Avon Company, as a world-class multinational company, after obtained the first direct selling business licence issued by Chinese government, actively studies and explores direct selling market strategy which is suitable for China's national conditions. She makes the best of the whole company advantages and government support advantages, and adopts the direct selling mode of Service Outlets + Direct Selling Staffs to try to operate large-scale direct selling business in China.Firstly, in this article, I review the relevant theory and characteristics of direct selling, as well as this business development in foreign and domestic markets. I research in-depthly the foreign operating situation of Avon.Secondly, after analyzing Avon current status and the external environment of the direct selling, I utilize the analysis tool, SWOT, to research internal resources, external environment and its advantages and disadvantages. And then, I draw a conclusion that Avon should develop a new direct marketing channel which is combined existing distributor channels and future direct sellers channels, Service Outlets + Direct Selling Staffs. This mode is a new experiment and breakthrough of Avon in China.Thirdly, according to the direct selling model, I analyze the company’s target markets and market positioning. From the aspects of product, brand, pricing, marketing, business promotion forms, advertising and publicrelations, I analyze the marketing combination strategy. In the result, I find its three major product lines, skin care products, makeup and personal care products, have stronger profitability and higher brand visibility. These products’ price systems are diversified and the discount is the major marketing strategy. At the same time, the company spends much money on advertising and public relations.Finally, based on the above analysis, and without prejudicing the interests of existing dealers, combined the company’s advantages and resources, I designed implementation programme of the direct selling of Avon China. The programme comprises three main components: products support programmes, services to support programmes and services policies and procedures.In products support programmes, through the analysis of historical sales, I adjust product pricing portfolio to expand sales. Programme support services include two main parts: the first part is the support and incentive plans aimed at elite stores, monopolistic stores and customer; the second part is the plan to support direct clerks named Albee Club plans and the support and incentive schemes aimed at new direct sellers. Service policies and procedures are specialized designed to better service to direct sellers.As the new direct selling laws and direct selling licence will be gradually rolled out in China, facing the new competitive industry environment, the systematic analysis direct selling strategy of transnational corporations, such as Avon, have guiding and practical significance for China’s companies to effectively operate direct selling strategy.KEY WORDS: direct selling strategy, Avon, service outlets, brand第一章 绪论1.1 研究背景与动机雅芳（中国）有限公司作为一家最早进入中国直销市场的外资公司。
在经历了1998年中国政府颁布《关于全面禁止传销经营活动的通知》，从而直销业在中国进入了寒冬的洗礼之后，雅芳痛定思痛，决定彻底削足适履来适应中国特有的国情。
雅芳通过大规模的调整，从奉行以店内、柜内销售产品为主的单层次的直销模式，转型为批零店铺的经营模式。