中国直销行业竞争格局与发展前景分析

中国直销行业竞争格局与发展前景分析(13400字)
摘  要：中国直销行业的发展已经有20年，以1990年雅芳中国有限公司作为第一家从事直销的跨国公司进入中国为标志。这20年直销发展历程可分为四个阶段：繁荣发展时期（1991年—1994 年）、从混乱到被政府取缔时期（1994 年—1998 年）、从解禁到受非系统的政策法规规范时期（1998 年—2005 年）、直销法出台至今（2005 年9 月至今）。本文首先论述了直销和直销行业的定义，然后分析了当前中国直销行业的发展格局：外资企业占据大部分市场份额，内资企业发展堪忧；各企业占据市场区域参差不齐；政府监督直销行业力度较大。本文接着分析了当前中国直销行业存在的问题：利用直销名义的非法传销屡禁不止；直销行业主体很不成熟；相关条例给直销行业的发展带来挑战、直销行业产品组成简单等。最后从直销行业发展的可持续性、直销行业市场空间的大小、政府对直销行业的监管、直销行业的发展有赖于直销人员素质的提高、直销行业的发展有赖于树立良好的行业形象、直销行业未来吸收就业的能力六个方面展望了中国直销行业的发展前景。
关键词：直销行业；格局；问题；发展前

China’s Direct Selling Industry and The Prospect of Competition
Abstract : China's direct selling industry has developed for 20 years to 1990, Avon China Co., Ltd. As the first multinational companies engaged in direct sales to China as the symbol. Development of 20 years direct marketing can be divided into four stages: prosperity and development period (1991 -1994), the government banned from chaos to be the period (1994 -1998), the non-system from the lifting of the ban to be standardized policies and regulations during the (1998 -2005), the direct method introduced so far (September 2005-present). The paper first discusses the definition of direct marketing and direct sales industry, and analysis of the current development pattern of China's direct selling industry: foreign-funded enterprises accounted for most of the market share of domestic enterprises development worrying; mixed enterprises dominate the market area; government oversight efforts over the direct selling industry large. This article then analyzes the current problems in the direct selling industry in China: the use of direct repeated the name of the illegal pyramid scheme; direct marketing industry is immature subject; relevant regulations to direct development of the industry challenges, direct marketing industry, product composition and simple. Finally, the sustainability of development from the direct marketing industry, direct marketing space the size of government direct regulation of the industry, direct selling industry development depends on improving the quality of direct sales, direct marketing industry depends on establishing a good image of the industry, direct selling industry the ability to absorb future employment prospects of China's six aspects of the development prospects of the direct selling industry.
Key words: direct marketing industry; pattern; issues; development prospects