Research on Brand Experience Strategies of Direct Selling Enterprise— A Case Study of NU SKIN Enterprise

• Main Authors: Hui-Lin Chiang, 姜惠琳
• Other Authors: 謝明慧
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/a9qt4u

碩士 === 國立臺灣大學 === 臺大-復旦EMBA境外專班 === 104 === The first direct selling company Nutrilite was established in California in 1945. Direct selling thus began as a unique Business model. Nutrilite was founded by a partnership of a salesman and a psychologist. They created a unique sales compensation plan which is composed of not only the revenue generated by the individual sales person but also few levels down to the sales organization. This is a completely disruptive network marketing model. The power of duplication generates tremendous sales revenue so more and more companies start to duplicate their compensation plan and business model. As of today, Direct selling industry has been flourishing for 70 years. In 2014, the number of active distributors has reached almost one billion, according to the statistics provided by Word Federation of Direct Selling Association. In order to remain competitive in all markets, international direct selling companies must continuously improve on their products, talents, corporate culture and business opportunities. In addition, timely strategic branding reposition is also crucial to stay in touch with the overall environment, and respond to the ever changing market needs with innovative brand experience to ensure its continual success. This research based of NU SKIN Enterprise details the current status of the direct selling industry and its business environment; identify the needs and opportunities of brand development in order to establish the brand experience strategy. In light of this research, the goal is to provide a solid reference for ones that are interested in becoming involved with the industry. Being the researcher myself, it once again solidifies my understanding towards corporate strategic branding and provides a strong foundation towards future management decision, thus better support company’s key factors of growth including driving additional purchase, increasing customer retention and loyalty as well as fostering sales leader progression.