网络直销

近些年来，网络直销作为一种新的营销模式正在为我国越来越多的企业所采用。

In recent years , network marketing as a new marketing model for our being adopted by more and more enterprises .

完善相应法律法规，规范网络直销行为，对于保护网络直销消费者合法权益，促进我国网络直销业健康有序的发展具有重要的理论与现实意义。

Improve relevant laws and regulations , standardize the behavior of network marketing , direct sales network for the protection of legitimate interests of consumers and the promotion of healthy and orderly development of direct selling network has important theoretical and practical significance .

影响生产企业选择网络直销渠道的主要影响因素

The Main Effects on Manufacturers Choosing Internet Direct Marketing Channel or Not

另一方面，制造企业引入网络直销渠道，会与零售商的传统渠道形成竞争，引发渠道冲突。

On the other hand , the online direct channel which be introduced by manufacturer will compete with the traditional channel , leading to channel conflict .

网络直销的迅速发展，给广大消费者带来了巨大便利，极大地促进了电子商务向更深层次地发展。

The rapid development of the network of direct sales to consumers has brought great convenience , greatly promoted the development of e-commerce to a more advanced level .

中国应采取多元化的营销模式，即以汽车商店模式为主、以专卖店为辅、以租赁营销模式为补充、以网络直销模式为方向的发展模式。

China should adopt diverse marketing modes , namely auto store modes as mainstream , monopolist modes as assistant , rent marketing modes as supplement , direct sale through network modes as direction .

随着电子商务和快递业务的快速发展，企业的分销模式也相应的发生巨大的变化，越来越多的制造企业将网络直销作为自己重要的销售渠道，于是便出现了双渠道营销模式。

With the rapid development of e-commerce and express business , the distribution model is also corresponding to change dramatically . More and more manufacturing companies put internet sales channel as an important distribution channel . Therefore , the dual-channel supply chain appeared .

本文研究的重点即是在竞争环境下制造商销售渠道选择问题。文章首先简单分析了在单个供应链环境下制造商销售渠道选择问题，即制造商在零售渠道基础上是否考虑加开网络直销渠道。

The research emphasis of paper is optimal channel structure strategies of manufacturers in competitive environment . Firstly , we analyze channel selection problem of manufacturer in single supply chain environment which manufacturer considers whether open online-channel on the basis of retailing channel .

提出了构建多重营销网络对于直销企业的意义和直销企业建立多重营销网络的优势。

The significance and the advantage for direct commerce enterprises to set up a multi-level marketing network were put forward .

利用直销的渠道和网络，直销企业和销售人员能够较快地沟通和反馈供求信息，既促进销售，又引导生产。

Making use of the channel and network of direct selling , the enterprises and salesman can communicate effectively and feed back supply and demand information fleetly .

对公司广告设计部、行政人事部、财务部、网络部及各直销部工作进行指导和监督；

Guide and supervise the Advertisement Design Department , HR and Administration Department , Financial Department , Network Department and Direct Selling Departments .