Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/31305
|
Title: | 中國直銷業之管理策略分析─以中國安利及雅芳為例 The Study of Management Strategies for Managing Direct Selling usiness in China - The Case Studies of Amway and Avon in China |
Authors: | 李威德 Lee,Victor |
Contributors: | 吳文傑 Wu, Jack 李威德 Lee,Victor |
Keywords: | 管理策略分析 |
Date: | 2008 |
Issue Date: | 2009-09-14 09:46:03 (UTC+8) |
Abstract: | The development of Direct Selling industry in China is amazingly flourishing since Avon set foot in GuangDong, China at 1992. Giving China’s potential mega size market, the growth pattern of the industry is not all very positive in the past 30 years. Chinese government has issued a total shut down upon all those Direct Selling business in 1998 to prevent the deterioration of the social distress caused by the not yet completed governing system. All the existing multi-national direct selling company were “advised” to transform from “No-Shop” Sales to “Direct-owned” or “dealer-owned” store operation. Not until Chinese government honored the WTO treaty in 2005 and embraced the development of private own retail business, the permission of No-Shop sales were then reissued. However, the well known multi-level marketing/compensation system of Direct Selling system was still banned in China.
The Direct Selling system are mainly differentiated from traditional retailing system by its different selling channel, no-shop sales, single or multiple compensation system, and their high percentage motivation bonus system. What were the challenges the management team of the multinational direct selling companies facing? How can these companies survive the highly volatile legal environment and still be thriving 30 years after? What were the strategies adopted to cope with the external change? What were the consequences after these new strategies had implemented?
The author has chosen the largest global Direct Selling Corporation-Avon and the largest International Direct Selling Corporation operate in China -Amway as subjects of this study and tried to determine what were the strategies these companies adopted that lead to success.
The result of study found that the common strategies toward emergency lead to success are as follows:
1. Obey and cooperate with Chinese government`s decree
2. Keep the communication channel with government open at all cost
3. Maintain good public image, advocate social well-beings by contributions
4. Ultra-flexible organizations 1.INTRODUCTION---------------------------------------------1
2.LITERATURE REVIEW----------------------------------------3
3.RESEARCH METHIDOLOGY------------------------------------13
4.INDUSTRY BACKGROUND-------------------------------------14
5.CASE OVERVIEW-------------------------------------------22
6.ANALYSIS OF THE STRATEGIES------------------------------28
7.CONCLUSIONS AND RECOMMENDATIONS------------------------ 31
8.REFERENCES----------------------------------------------33 |
Reference: | http://www.amway.com/ Adam Smith. (2006). The Wealth of Nations. Xi’an: Shaanxi Normal University Press. Charles Mackay & Joseph De La Vega. Translated by Xiang, Zhen. (2000). Extraordinary Popular Delusions and the Madness of Crowds. Hainan: Hainan Publishing House. Li, Fei. (2007). Why transnational companies commit bribe crimes frequently. China Philanhropy Time, Aug. 28th. Liang, Yun. (2007). Bribe in China, be punished in America. Win Weekly, No.1571. Ma, Li. (2008). Probe into the China’s silence to the Lucent Bribe Case. Faren Magazine, No. Z1, pp. 39. N. Gregory Mankiw. (2002). Principles of Economics. Beijing: China Machine Press. Sep. Tian, Yu. (2008). Comments on reasons for the confusion of legal “direct selling” and illegal “multi-level marketing”. Legal & Economy, No. 9. Wu, Yin. (2008). The failure of national direct selling market in China market. Contemporary Direct Selling, No. 6. Zeng, Weihua. (2008). Analyses and thoughts on China’s direct selling development. Contemporary Economics, No. 6, pp. 48. Zhen, Guang. (2007). On the failure of direct selling company in transformation. Knowledge Economy: Health, No. 4, pp. 12-13. (2005). Regulation on Administration of Direct Sales. & Regulation on Prohibition of Chuanxiao. Gazette of the State Council of the People’s Republic of China, No. 29, Oct. 20th. AVON of Taiwan. http://www.avon.com.tw/avon/index.asp Chandler, A. Jr., (2000), Strategy and Structure. Cambridge, Mass: MIT Press. Ching-Ping Lin (2004). The construction of indexes affecting operation strategy factor of TV media advertisement. The Graduate Institute of Journalism at Chinese Culture University, unpublished master thesis. Direct Selling Education Foundation, http://www.dsef.org/ Direct Selling Research Center College of Management National Sun Yes-Men University. Jo-Lan Chi Ed., Peter F. Drucker (2004). Management bible of Peter F. Drucker. Taipei: Yuan-Liou Press. MaryKay of Taiwan. http://www.marykay.com.tw/Display.asp?PageID=3882&Directory=company2 Mintzberg (1994) H., The Rise and Fall of Strategic Planning, Hardcover. New York and Toronto: The Free Press. Yu Tian (2008). On the legal and Market Analysis of Direct Selling “in China, International Journal of Business and Management vol.3, No 12 Professor Te-Fa Chen (2000). A study on the multi-channels adopted by the direct selling companies. Academic research center for Direct Selling at National Sun Yat-sen University. Professor Te-Fa Chen, (2006).The definition of direct selling. Direct Selling Research Center College of Management National Sun Yat-Sen University. http://www.dsrc.nsysu.edu.tw/dsrc-tn/center-infor/inp-news/Definition of Direct Selling-tradition.ppt Professor Te-Fa Chen, (2006). What is direct selling? Direct Selling Research Center College of Management National Sun Yat-Sen University. http://www.dsrc.nsysu.edu.tw/dsrc-tn/research/Chinese/DS-column/what is DS.pdf Ta-Hsien Seetoo (1995). Strategic management. Taipei: Yuan-Liou Press. |
Description: | 碩士 國立政治大學 國際經營管理碩士班(IMBA) 91933020 97 |
Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0091933020 |
Data Type: | thesis |
Appears in Collections: | [國際經營管理英語碩士學程IMBA] 學位論文
|
Files in This Item:
File |
Size | Format | |
index.html | 0Kb | HTML2 | 722 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|