澳门人对科士威的接受程度的调查研究
摘要
近年来，中国的直销市场逐渐火爆，而科士威近期的发展也引起了广大学者和创业者的关注。随着我国直销法律的完善，进入我国的直销企业越来越多，面对激烈的竞争，科士威能否充分发挥自己的优势，占据中国前沿市场是科士威发展中必须考虑的重大问题。本文以澳门地区的居民作为调查对象，研究分析他们对科士威的了解程度，进而发现科士威在澳门人眼中的优点以及缺点，预测科士威在澳门乃至全国的发展前景，并对于科士威的缺点提出了一些改进的方法和建议，促进科士威更好的发展。
关键词：澳门；科士威；直销
Macao people ‘s acceptance of the investigation and study
Abstract
In recent years, China ‘s direct selling market gradually hot, and Cosway recent development has attracted many scholars and entrepreneurs pay close attention to. Along with our country direct law perfect, entering China’s direct selling enterprises more and more, in the face of the fierce competition, Cosway can give full play to their advantages, occupy the Chinese market is the forefront of Cosway’s development must be considered a major problem. This article take the Macao area residents as the object of study, the analysis of their level of understanding and Cosway, Cosway in the eyes of the people of Macao the advantages and disadvantages, predict Cosway in Macao and even the whole country ‘s prospects for development, and for the Cosway’s shortcomings puts forward some improving methods and suggestions to promote the better development of cosway.
Key words：Macao；Cosway；Direct selling
目 录
引言……………………………………………………………………………………………………………….. 5
1、绪论………………………………………………………………………………………………………….. 5
1.1 研究背景及研究意义…………………………………………………………………………. 5
1.1.1 研究背景…………………………………………………………………………………. 5
1.1.2 研究意义…………………………………………………………………………………. 6
1.2 研究內容…………………………………………………………………………………………… 6
1.2.1 我国直销业的发展…………………………………………………………………… 6
1.2.2 科士威的发展情况…………………………………………………………………… 6
1.2.3 对澳门人接受科士威的调查…………………………………………………….. 6
1.3 研究方法…………………………………………………………………………………………… 6
2、我国直销业的发展…………………………………………………………………………………….. 7
2.1 直销的概念……………………………………………………………………………………….. 7
2.2. 我国直销业的发展……………………………………………………………………………. 7
2.2.1 第一阶段（1990-1998）：兴起—混乱—失控—整顿…………………. 7
2.2.2 转型期（1998-至今）……………………………………………………………… 8
3、Ecosway介紹…………………………………………………………………………………………….. 9
4、澳门人对Ecosway 的了解分析………………………………………………………………… 10
5、调查结果分析………………………………………………………………………………………….. 10
5.1知名度不足………………………………………………………………………………………. 10
5.2市场不平均………………………………………………………………………………………. 10
5.3 竞争力弱…………………………………………………………………………………………. 10
5.4 中国本土化很弱………………………………………………………………………………. 10
6、改进建议…………………………………………………………………………………………………. 10
6.1 提高知名度……………………………………………………………………………………… 10
6.2 确立市场定位………………………………………………………………………………….. 10
6.3 提高竞争力……………………………………………………………………………………… 10
6.4 实施中国本土化战略……………………………………………………………………….. 10
结论……………………………………………………………………………………………………………… 10
参考文献………………………………………………………………………………………………………. 11
