摘要:随着科技的发展,电子信息技术在全球范围内不断扩展,互联网已将全球覆盖成一个整体,并导致市场竞争更加激烈,尤其是在快速消费品行业,并且化妆品行业相比于其他快消行业,电子商务的发展更为迅速,但相关企业对渠道成员的激励政策却缺乏足够重视,所以本文将上海新高姿化妆品有限公司作为主要研究对象进行深入分析,探讨并且不断完善化妆品行业对渠道成员的激励政策,通过现有的对渠道成员的激励政策进行研究,结合相关的数据、国内外学者的发现以及化妆品的行业特征,分析其存在的问题并提出相应的改善措施,使其更好的应用于实际中,从而促进整个化妆品行业电子商务的发展与普及。43155
毕业论文关键词:电子商务;快速消费品;化妆品行业;激励政策
Research on cosmetics companies incentives to channel members in the electric commerce era:a case study of the New COGI Ltd in Shanghai
Abstract: With the development of technology, electronic information technics continues to expand worldwide and the internet has connected the whole world, which make the market more competitive, especially in FMCG (Fast Moving Consumer Goods) industry. E-commerce in cosmetics industry has a comparatively rapid development than other FMCG industry. Cosmetics companies, however, take little notice of incentives for channel members. Hence, this article selects The New COGI of Shanghai as the major object of study. Incentives policies for channel members are discussed and studied. Furthermore, this article point out the problem of these polies and present corresponding improvement measure, according to existing policies, concerned data, findings of worldwide scholars and characteristics of cosmetics industry.
Key words: E-commerce; Fast moving consumer goods; Cosmetics industry; Incentives policy
目录
一、引言 1
(一)研究背景和意义 1
(二)研究内容和方法 1
二、研究综述 3
(一)国内外研究现状 3
1.渠道成员的概念研究 3
2.渠道激励的模式研究 3
3.渠道激励的存在问题研究 3
(二)研究现状评价 4
三、化妆品企业渠道成员激励方法研究概述 5
(一)电商时代化妆品行业的概况 5
(二)渠道成员及其渠道成员激励的定义 6
(三)化妆品行业渠道成员激励模式 6
1.直接激励 7
2.间接激励 7
(四)影响渠道成员激励效果的因素 9
1.化妆品行业的品牌的知名度 9
2.化妆品行业激励政策的合理性 9
3.化妆品行业渠道成员对政策的理解力 9
四、高姿公司渠道成员激励案例研究 10
(一)高姿公司渠道成员的激励现状 10
1.供货折扣 11
2.销量返利 11
3.品牌宣传 12
(二)高姿公司渠道成员激励存在的问题