安利商业模式之于网络游戏营销版本网易地推版.docx

编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第页共NUMPAGES15页第PAGE\*MERGEFORMAT15页共NUMPAGES\*MERGEFORMAT15页安利商业模式地推版◆目录第一部分：安利的商业模式和培训运营体系一、安利的商业模式··················································2二、安利的直销战略···········································3三、安利（中国）企业战略········································4四、安利的销售技巧·············································5五、安利的培训制度·············································6六、安利的运营体系·············································6第二部分：社区营销一、社区··················································6二、针对两种不同类型社区的社区营销··································6三、意见领袖·······················································6第三部分：安利模式之于游戏推广一、前言小结·······················································7二、网游地推现状···················································7三、绕过终端做直销的两个提议·······································7第四部分：资料附件附件一·························································10附件二·························································11附件三·························································12附件四·························································13第一部分：安利的商业模式和培训运营体系安利商业模式详解（多层次直销模式）1、相关概念定义直销：指以面对面且非定点之方式，销售商品和服务，属于直复式营销（DirectMarketing）一种。这种销售方式不需要中间渠道以及固定销售场所，理论上能够减少销售成本，但实际上往往并不如此，因为这种方式在减少交易成本的同时，却增加了双方的信息搜索成本。安利模式：用庞大的人员网络代替固定的商业场所，用累进的激励政策代替巨额的广告宣传，安利模式的核心特点是直销。消费商：由消费者变成经销商，在消费的基础上进行产品销售，将自己的消费体验与他人分享，进而达到销售的目的。消费商是安利直销模式下的一个重要概念，要使某人成为消费商，首先要让他成为消费者。而安利吸引消费者的武器是：高质量的产品加上亲朋好友的极力推荐。2、安利（中国）的多层次直复式营销方法安利在1998年传销风暴后的转型中选择了以店铺为主、“有店外推销员”的多层次直复式营销方法。即：在全国设立多家超市或柜台式店铺，所有商品均明码标价，并直接面向顾客销售（需要办理优惠顾客卡或者销售代表卡），同时雇佣营业代表推广产品，向顾客提供全面、详尽的商品资讯及周到的售前、售后服务的销售方法，从此开始了安利特有的多层次直销之路。由于保留了“核心多层次”计酬模式，它获得了一个市场保护壁垒，在中国内地直销市场中所向披靡，几乎成为中国特色直销的模式蓝本。其模式如下图所示：图1：安利的直销模式以上图表可翻译成如下要点：（1）安利产品流通销售链上由两类主要的群体组成：消费者群和销售代表群，每一个层次上的销售代表纵向发展次一级的多个销售代表，形成“链条式”的分销渠道，使产品辐射更大的范围；（2）销售代表之间根据进入销售队伍的时间先后顺序成为一种“多层次”的前后或上下关系；（3）安利公司倡导产品自用，所以实质上安利的直销商首先是消费者(如图中消费者I)，故安利的直销商也叫消费