Analysis of Innovation and Business Strategic in Direct Selling Business: The Study of Amway Taiwan

• Main Authors: CHANG-YU HSU, 許長裕
• Other Authors: Chia-Jung Lee
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/55279173632918610226

碩士 === 明道大學 === 產業創新與經營學系碩士班 === 101 === Direct sales originated in the United States, direct selling is removing the traditional distribution channels, like distributors, retailers and other intermediaries will deliver products directly to customers. Today is one of the United States mainstream business model, and also is one of the world's marketing channels. Globalization trend has led to rapid changes in the economic environment, the industrial restructuring, without a sound business strategy is not enough to survive in the direct marketing industry. Successful direct selling business strategy in addition to providing high-quality products, but also need to match the relevant program of measures, such as education and training, bonus plan, the company's image. It can be seen that direct the company's business strategy, and also the driving force behind the success of the company. However, in recent years, innovation has become used to maintain and improve operational performance practices, innovation is not just business critical success factor is also a valuable competitive advantage. Research purposes in this study. In today, the fierce competition in the industry is difficult to define boundaries, and how to create the proper use of innovative business strategies different from the past. In this study, case study of Amway Taiwan, the use of qualitative research and interviews three Taiwan Amway top management. Innovation and business strategy as the core, Innovation, business strategy, competitive advantage for the three constructs, through the relevant theories and references, case study discussed in this competitive environment in which to create innovative business strategies. Finally, from the analysis of case studies, will give a basis for future research related to the direct selling industry. The case study results show that the proposed strategy and development primarily to enhance the brand image, and focus on differentiation strategy. Market innovation as image advertising, product mix, mobile commerce and the development of a "younger Strategy"; Positioning innovation as Distributor (entrepreneur), the company competitive positioning (department store); Organizational innovation as Innovation Team; Product innovation as health food (Chinese and Western combined), Beauty Care Products (health and beauty market), water purification technology (research and development green sports cars); Service innovation is moving services, building customer filing system; Strategy is to use Ansoff business strategy of "product development strategy", "market penetration strategy", "market development strategy"; Based on the results, develop and provide innovative business strategic development of the direct selling industry reference.