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1、 I 摘摘 要要 目前,在关系营销方面国外学派纷呈。但是到目前为止还尚未构建起一个十 分完善的理论体系。国内一些学者多是对关系营销理论做出了阐述性解释，或 结合服务行业的案例进行说明。直销方面国内没有研究者全面系统地研究过直 销问题。从关系营销的视角研究直销行业是一个空白点。直销在中国刚刚走出 盘整期（灰色发展期）进入成长期（法治发展期） 。国务院 2005 年颁布了 443 号令直销管理条例 ，使直销法制化、合法化。我国直销业是一个非常特别的 行业，虽取得了法律的认同，但社会大众的认同度相当低。管理层对很多法规 理解也不尽相同，我国直销企业的发展面临着一系列困惑和问题。 本文基于关系营销的基
2、本理论，通过研究中国直销企业的现状，分析存在 的问题，解读国家法规，研究和探索我国直销企业和直销员关系营销的策略和 方法，以期丰富直销行业市场营销方面的理论。 文章采用文献研究和案例分析的研究方法。首先研习相关基础理论文献， 解读直销的基本概念和我国政府的相关法规。采用系统分析方法，评析中国直 销企业发展现状，归纳、概括其面临的困境。结合工作实践，用案例说明目前 我国直销企业和直销员在关系营销方面的进展和现状。用实证研究方法，通过 数字分析，对一些事实进行归纳和诠释。 文章共分五大部分。第一部分，首先提出了选题的理论和现实意义，概述 了研究对象、内容和方法以及关系营销和直销方面的国内外研究概况
3、。提出文 章的创新点是：首次，运用关系营销的基本理论，探讨我国直销企业和直销员 的关系；提出具有顾客、产品推销员和经营者三种身份属性的直销员是直销企 业的最重要客户；企业要可持续发展，必须联结直销员以建立亲密的合作伙伴 关系，这需要企业不断发现直销员的需求，通过合理定位和直销员的关系、和 直销员高效互动以及区别对待不同层级的直销员，以最大限度地满足需求，建 立相互信任关系；同时指出直销企业要履行企业对直销员的责任，要关注直销 员流失问题，提出通过直销员期望值管理和保留管理来维护和直销员的关系。 II 第二部分，主要介绍了相关理论。直销、关系营销的基本理论特别是关系营销 的特征和原则以及关系营销
4、的分析框架、基本思路和关系营销战略。第三部分， 介绍直销发展的历程和我国目前的直销模式，重点分析我国直销企业面临的环 境和困境。第四部分，是案例分析，通过 A（中国）这样一家直销公司的直销现 状以及企业和直销员关系营销方面的成功和不足之处，提出 A（中国）与直销员 的关系存在的主要问题。第五部分，主要是根据前四章的理论和我国直销企业 的现状，提出直销企业和直销员之间关系营销的策略和思考，是文章的创新点 之一。 关键词：关键词：关系营销；直销企业；直销员；营销策略 III Abstract At present, the relationship marketing appears numero
5、usly abroad, but the theoretical system has not been built completely. Some scholars just give the explanation of relationship marketing or the interpretation to combine with the service industry cases. Direct selling enterprises is a blank spot from the perspective of research. Direct selling is ju
6、st out of adjustment period to enter the long-term in China. In 2005, the State Council promulgated the Decree No.443 to direct the rule of law and make it legalized. It is very special of Chinese direct selling which has obtained the legal recognition but general public not. The management also has
7、 different understanding of the laws and regulations who just manage the team in researching way. We still have a lot of problems and puzzles to resolve. Based on the basic theory of relationship marketing, we look forward to enrich the direct selling industry theory through researching the real sit
8、uation, analyzing the existing problems and interpreting the national laws and regulations. In this paper, literature research and case study research methods are to be used. First of all, the basis of theoretical literature is studied to interpret the basic concepts of direct selling and relevant l
9、aws and regulations of our government. Analysis methods are used to assess the status of Chinese direct selling industries development, draw conclusions and summarize their plight. Combining with work practices, it is illustrated of Chinese direct selling enterprises and salespeople in relationship
10、marketing progress and the status quo through the cases. The article is divided into five major sections. The first part puts forward the theoretical and practical significance about the article, and summarizes the study object, content and methods and the direct selling industries in domestic and i
11、nternational research profile. The innovative point of the article is first time use of the basic theory of relationship marketing to study the relationship between Chinese IV direct selling enterprise and the salespeople. It points out the salesperson who is a consumer, salesman and manager of the
12、company so they are the most important customers. To maintain a sustainable development of the enterprises, salespeople must be linked to create a close partnership. This requires enterprises to find out needs of salespeople. To establish mutual trust relations which needs to position rational relat
13、ionship, efficient interaction and make a distinction in different levels of salespeople in order to satisfy the demands. At the same time, it points out that the direct selling enterprises must carry out the responsibility of business-to-salespeople and concern the problem of salespersons loss, to
14、maintain good relationships through management of salespersons expectations and finding the way to make salesman reservations. The second part introduces the relevant theory such as the basic theory of direct selling industry and relationship marketing, the analytical framework and basic ideas as we
15、ll as the strategy of relationship marketing .The third part introduces the development progress of the direct selling industry as well as direct selling business. The fourth part is the case study which analyze the success and shortcomings of relationship marketing of A (China) and the salespeople.
16、 The fifth is based on the former four parts of the theory and the status quo of Chinese direct selling industry to put forward the strategy thinking for direct selling enterprise to make better relationship with the salespeople which is an innovation point in this article. Key Words: Relationship Marketing; Direct Selling Enterprise; Salespeople of Direct Selling Enterprise; Marketing Strategy. 目目 录录 第一章第一章 绪绪 论论 1 一、研究意义和目的 1 二、国内外研究综述 2 三、研究内容与研究方法 . 6 四、创新点 . 6 第二章第二章 相关理论综述相关理论综
