Analyzing the Application Strategies of Marketing : A Case Study of the Driect Selling Industry in VietNam

• Main Authors: Nguyen Hoang Hai, 阮黃海
• Other Authors: Hong-Fwu Yu
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/94238055894414445017

碩士 === 國立高雄應用科技大學 === 商務經營研究所 === 98 === This research investigated the effects of marketing strategies (product strategy, pricing and trading mechanisms, interactive channel strategy and customer relationship, promotion strategy, professional knowledge, marketing research, market segmentation, human resources, relational benefits and cost Strategy) for direct selling industry in Vietnam on relationship benefit, loyalty, service value and networkexternality. The data were collected by delivering our questionnaires to direct selling workers in Hanoi. We found some following empirical results: 1. For relationship benefit: (1) for both male and female workers, pricing and trading mechanisms and interactive channel strategy and customer relationship have significant impacts on relationship benefit; (2) the factors affecting relationship benefit for direct selling workers with different years are different; (3) the factors affecting relationship benefit for direct selling workers with different seniorities are also different. 2. For loyalty: (1) the factors affecting loyalty for direct selling workers with different sexes are different; (2) the factors affecting loyalty for direct selling workers with different years are different; (3) the factors affecting loyalty for direct selling workers with different seniorities are also different. 3. Similar to loyalty, for service value and networkexternality: the factors affecting service value and networkexternality for direct selling workers with different sexes, different years, and different seniorities are also different.