CNDSNAugust 24th] (direct current) today, the external environment has changed a lot, especially the development of information and network society, and the rapid changes in our world. Times in the change, to direct the enterprise has brought challenges and opportunities, but, direct business development, to change the opportunity to challenge, must continue to innovate.

First of all, the direct marketing enterprise innovation, should use the Internet tools, grafting modern marketing elements, to carry out e-commerce, the value of the direct excavation. Should pay attention to is that the innovation of direct selling enterprises should be built on the right kind of business philosophy based on, and avoid shortcomings of some companies use the Internet itself attractive, e-commerce model complexity and the people understanding of it, under the banner of e-commerce, it new technology and innovation patterns sounding banner, network marketing, realize MLM enrichment.

Secondly, the innovation of direct marketing enterprises can not be separated from the essence of direct selling. Direct marketing is the way the product is sold through word of mouth, direct marketing can not be separated from quality products and services. Therefore, the enterprise should work in product and service innovation. The more innovative, the more difficult to imitate, the product demand curve is more inelastic, direct marketing companies more competitive. Amway initially although only sales of multi-purpose concentrated cleaner, a product, but it is the first in the world to use a biodegradable surfactant detergent. Such as the new ageLOC series products, BabyCare nutrition element, all is because the continuous innovation of products, won the good reputation and promote the sales market. However, at present, some direct selling enterprises, product homogeneity is high, many products are lack of innovation, lack of uniqueness, will inevitably affect the development of enterprises.

Third, the direct marketing enterprise's innovation, needs the innovation of education training. Direct marketing is a lifelong learning career, direct marketing team is learning organization. Brain education is capable of changing the mode of thinking, but not very well with social practice, direct sales staff is often considered to be a heterogeneous society, direct marketing practitioners have no fundamental change in the basic professional quality, this kind of dream training, more is to attract the bottom of the social workers. Direct education if you do not reform, it is difficult to attract social high-end crowd, which will make the whole industry image is affected. Direct education and training should pay more attention to direct the professional quality of the personnel training, to direct sales personnel to become health management division, nutrition beautician, life consultant and thereby, enhance the attraction of direct marketing.

Fourth, the direct marketing enterprise's innovation, can not leave the idea innovation. In the business philosophy, direct marketing companies to abandon the kind of "sell" to get rich opportunity, to create customer value in the first place, will focus on the product of repeat consumption, realize customer value oriented enterprise sustainable growth mode.

Direct selling enterprises to sustainable development and an invincible position in the fierce competition and win the future, always maintain the vitality, is inseparable from the innovation, the importance of innovation is perceived by many enterprises. Finally, we want to emphasize that, due to the specificity of direct sales, direct marketing companies to innovate, to be carried out under the framework of direct selling regulations, otherwise, it is easy to be suspected of pyramid schemes. Direct selling enterprises in the framework of the direct selling regulations outside the so-called innovation, will only disrupt the economic order, affecting social stability.

Dong's Archives

Management of doctoral, Nanjing University business school marketing department associate professor, Nanjing University, deputy director of the China Center for direct research center, Nanjing University, deputy director of marketing research and consulting center, the United States, the United States of Marketing Science Academy member. Long engaged in market research and marketing consulting work, published more than 30 papers, 8. 3

(original title: Dong Yiren: direct business innovation should use the Internet at the same time grafting modern marketing elements)

Editor: small Shen