直销外文翻译 (部分物流翻译与部分原文).doc

本 科 生 毕 业 设 计任 务 书题 目 专 业 班 级 姓 名 指导教师 所在学院 附 件1.外文资料翻译译文;2.外文原文 日 期2011年11月直销将是下一个成功之道一、 简介直销将成为许多成功企业营销计划中的重要组成部分，随着市场竞争变得更加复杂，作为消费者将更淹没在各种的商品信息和报价之中，然而直销将成为下个前沿的代表。在这篇文章中我们将从那些已经建立和正在建立直销的公司的角度进行探索。我们将集中从三个公司的案例来进行解析：隆加伯格公司、欢乐厨妇和特百公司。二、 直销直销的定义就是从一个服务提供商或产品生产商直接销售给客户的过程。在这个环境中零售并不是处在永久地位的，参考那些直销方面突出的公司图片例如特百惠公司及其公司的那些组成部分。在白特惠公司的影响下Discovery Toys公司、隆加伯格公司和欢乐厨妇也同时跟上了这种思潮。通常情况下，产品直接送到家门口销售这就是对直销业务的描述。而这销售方式也通常情况下是回绕一个主题，那样参与者也会拥有一个良好的购物时间和舒适的环境，也就更加愿意购买。通常有几个层次的销售人员积极参与直销。一个工作人员通常情况下需要面对多个客户的咨询。用户们会去举办一个派对或者家庭来作为示范。开办派对或者示范点来吸引那些前来听讲座、学习、愉悦一下和购买者。直销是一个充满了活力的销售方式。直销协会对直销进行了研究，直销协会从一些数据上得出了一下几点结论：1. 从某种意义上说，在生活中超过一半美国成年人在购物或者享受服务的过程中通过直销的方式进行。2. 大概有20%的美国成年人都拥有直销代表。3. 在这群直销客户里面，有四分之三的人会参加室内或者户外的活动。4. 超过三分之一的成年人有兴趣直接从直销代表购买产品或服务。5. 2003年美国直销市场的估值为295.5亿。6. 在美国直销代表的数量估计有1330万人。直销行业是一个富有活力和成功的销售方式，为许多的传统公司提供了潜在的新的销售渠道。由于许多公司很难继续扩大传统零售业、批发和网上销售渠道，就将销售增长方式放到了直销行业上来，以促进企业的经济增长。为了整个行业直销作为一个机会放在了成千上万销售人员的面前。作为一个灵活的结构组织许多人也为了寻求灵活的工作时间和想自己当老板的愿望加入了进来。现在应该考虑怎样从传统的公司改变成直销企业。1. 特百惠公司特百惠公司是一个拥有12亿美元的跨国公司。该公司也是直销业的先驱者，40多年一直为消费者提供专业的优质的食品存储、准备、服务等的项目。与特百惠公司合作的销售顾问在全球大概有一百多万。几乎每个人熟悉特百惠公司或者特百惠公司的聚会。特百惠公司的供货方式发生了改变，公司会利用每一次机会去扩充产品生产线，并在展销会上可以出售更过的产品吸引更多的听众和与会者。BeautiControl公司从事专业的保健美容产品，其产品销售给北美、拉丁美洲和亚洲太平洋地区。通过upperware聚会的方式进行与产品的生产线合而为一。特百惠公司现在已经允许举办在线的虚拟的特百惠聚会。举办者可以组织网上的聚会为期两个星期。在网上可以进行所有的传统模式给客户打电话，面对面和客户进行交流，在线的交流方式则是通过电子邮件进行通知。在线的聚会比较容易组织和运作主要是为了那些希望能组织更多的聚会便于赚更多的钱。在线销售是一个重要的典型代表通过该方式可以囊括很多比如特百惠公司、销售顾问、举办者和参与者。2隆加伯格公司隆加伯格公司30年前由五个创始人组成。大卫隆加伯格建立公司的时候想了很多的方法来出售他的篮子。大卫隆加伯格创办了他的公司后他用了很多的方法去销售他的篮子，却比不上与消费者直接面对面交流来介绍篮子的方式去销售来的有效。一个训练有素的家庭推销员可以展示隆加伯格的篮子及分享该创办历史而且可以解释这个篮子的工艺当然结果就是顾客同意购买了。在这启示下公司决定就用直销这一个方法。如今，公司已经开始考虑某个创始人手提篮的生活产品。其中的生活产品种类包括瓷器、纺织工艺品和铁制品。隆加伯格在美国大约有70000的独家销售员。该公司由隆加伯格家族独家经营拥有将近10亿美元的销售额。隆加伯格意识到要保持销售团队的积极性需要提供灵活的选择展示和聚会权利。对于那些成熟的家庭销售，隆加伯格会有序替代他们。隆加伯格提供“午餐”销售计划。隆加伯格提供的“午餐”销售计划A方案：销售人员可以邀请几个同事加他或她中午的休息来增加新产品。隆加伯格也建议用其产品来筹集资金。销售员可以出售产品及销售比例分配来实现价值。公司还建议用“池/天井方”的方法来住址一个产品演示及促销活动围绕一个更宽松的环境。最后，“去展示”也允许销售员安排为期一周的时间对参加者给产品降价、回顾产品及订单处理。没有什么事情需要有条理，伙伴和家庭也可预见下降，预见新的和替代订单。隆加伯格已经意识到需要适当的计划家庭销售员的网络发展。这些销售人员是隆加伯格的骨干成员最纯粹的销售队伍。当直销业务扩展，直销代表也有更多的选择余地。隆加伯格的销售顾问也许会成为另一个直销业务的销售员。为了他的顾问人员他们通过扩大其供应、开发创新、灵活展销和聚会，隆加伯格正把注意力集中在保留和分享顾问等几方面的关系上。3欢乐厨妇换了厨妇创立于1980年由Doris Christopher创立。Doris是一个教育家、经济学家和家庭主妇，她需要日常的专业的厨房用具。Doris利用她所知道的食物准备技巧以及她所拥有的天赋和教学技巧。她取了家里有的她能想到的家用厨房最基本的厨具。她利用欢乐厨妇为名的厨具，开始在家进行展示以及一个名为厨房节目中展示。很快因为厨具和烹饪技巧获得了成功。厨房节目为了跟上需求的增长，她开始招聘和培训直销代表作为欢乐厨妇的产品顾问。在美国、加拿大、英国以及德国欢乐厨妇基于网络的约有70000独家顾问，公司的年销售额达7亿多美元。这些欢乐厨妇的销售顾问会在其他组织更多的作为直销代表。这已经不是单单的产品展示，更使有关于厨房技巧和食谱的分享，它帮助示范参加者更好的使用欢乐厨妇的产品。欢乐厨妇意识到需要参加者在用欢乐厨妇提供的服务中感到快乐，不然回头率不高。公司认为长期忠实的客户是一个产品开发和推广工作的关键所在。欢乐厨妇也发起了一个个人网站来作为网站厨房顾问的服务。个人网站服务为了让厨房顾问整合进他们的电子商务业务。在欢乐厨妇和其相关网站之间的构成将是欢乐厨妇变得成功的关键所在。三、 传统公司的直销探索传统公司已经认识到直销将是公司经济增长的一个绝好的机会。美体小铺是一个全球性的零售商有超过600个自然护肤和护法的解决方案。他们正在部署一个以“家庭美体商店”的直销方案以促进销售。他们的产品适合目的明确的销售，因此他们也会受到鼓舞。一个良好的产品故事将是一个良好的销售契机。YvesRocher是一个类似的护肤产品，他的“YvesRocher直销”代表公司努力来提高直销。四、 成功的关键直销是有一种营销方式将来的发展中会有很多公司会运用该方式。成功的是确定的原则但也是一个重要的任务。1 直销业务必须是容易和有利可图的。随着越来越多的直销机会具体化，销售顾问也面对更多的选择。销售顾问的忠诚是最重要的。考虑到特百惠公司为销售顾问设立了在线的虚拟主机。考虑到隆加伯格允许顾问做多种选择比如“节目吧”。像这样的努力帮助顾问使他们感到过程变得容易了以及优化顾问管理忠于直销品牌。2 直销主题必须不同于最接近的竞争对手。考虑欢乐厨妇做了什么。这不仅仅只是展示一下产品，需要完整的食物准备和制作的过程。通过包括配方和顾问的示范帮助，使参与者成为更好的厨师而欢乐厨妇的不同点从竞争者和潜在竞争者之间脱引而出。3 产品创新-公司在直销业务中必须持续更新产品出现以往没有过的东西以便吸引消费者参与聚会。特百惠公司在BeautiControl持续为客户提供了新鲜的产品和服务。五、 小结直销不是一个新兴的产业。这是一个创新比如特百惠公司、欢乐厨妇和隆加伯格公司把握住了这个机会使自己成功了。直销代表了传统公司的实现业绩增长的一个方式。直销有潜力成为提高零售、在线销售、批发的第四种公司销售渠道。为公司的长期直销销售，有几个关键因素需要考虑。其中有两个层次的客户忠诚度。顾问或者直销代表在某些方面也是一个客户。顾问可以去他们认为最好的直销机构工作。公司需要发展更多的产品和计划并帮助顾问生活更轻松。第二个层次的客户最终消费购买该产品。必须使客户感到高兴并且在购买有关产品和经验方面不重复。成功的直销公司将在未来进行产品、潜在市场、销售和技术进行整合，一最大限度的成长和优化各级客户的忠诚度。Direct selling as the next channelIntroductionDirect selling will be an increasingly important component of the marketing mix for many successful companies. AS the marketplace becomes more cluttered with competition and as consumers become more inundated by messages and offers, the direct selling environment will represent the next frontier.In this article we will explore the application of direct selling from the perspective of companies that have built their business around direct selling and those who are evolving into direct selling. We will focus our examination on three companies participating in the direct selling category: The Longaberger Company, The Pampered Chef and The Tupperware Corporation.Direct sellingDirect selling is defined as the process of selling a consumer product or service from one person to another, in an environment that is not a permanent retail location. References to direct selling conjure up images of companies such as Tupperware and their Tupperware parties. Other companies that come to mind include Discovery Toys, The Longaberger Company and The Pampered Chef. Typically, a direct selling definition describes a business in which products are sold principally through in-home demonstrations. These in-home demonstrations are usually organized around a party so that all the attendees have a good time, become more comfortable, and become more willing to buy.There are typically several levels of personnel involved in direct selling. There is the consultant who works with many hosts. The hosts do just that they host a party or an in-home demonstration. Then there are the party or demonstration attendees who come to listen, learn, have fun and buy.Direct selling is a vibrant channel. The Driect Selling Association(DSA) conducts research in this sector. Some of the important statistics revealed in a recent survey from the DSA include:More than half American adults have, at some point in their life, purchased goods or services from a direct selling representative.A total of 20 percent of American adults report that they are, or have been , a direct selling representative.Within the group of direct selling customers, three out of four have been attended an in-home demonstration or party.Over one-third of adults have an interest in buying products or services from a direct selling representative in future.The market for direct selling in 2003 was estimated at $29.55billion in the USA.The estimate for the number of direct selling representatives is 13.3 million in the USA.Direct selling is vibrant and successful and it represents a potential new channel for many traditional companies. As it becomes more difficult to continue the expansion of traditional retail, catalog and online selling channels, many companies will look to direct selling as guerilla marketing and selling channel to fuel growth. Direct selling represents an opportunity to enlist the help of thousands of independent sales consultants who work purely for commission. It is the ultimate pay-for-performance structure that motivates many independent people who seek an income with flexible work hours and the “be your own boss “allure.Lets explore how some of the more successful companies deploy business in the direct selling marketplace and how some more traditional companies have begun to evolve into the direct selling space.The Tupperware CorporationThe Tupperware Corporation is a $1.2 billion multinational company. The company is one of the worlds leaders in direct selling, specializing in the supply of premium food storage, preparation and serving items to consumers for over 40 years. The Tupperware Corporation has partnered with approximately one million independent sales consultants worldwide.Just about everyone is familiar with Tupperware and has attended or is at least familiar with the legendary Tupperware parties.Tupperwares offering has changed. The company has see the opportunity to expand its product line and leverage the opportunity to sell additional products to the captive audience represented by the party attendee. The BeautiControl product line features premium beauty and skin care products market to consumers in North America, Latin America and the Asia Pacific region.Tupperwares methods of conducting parties have evolved along with its product line. The company now offers the functionality to allow direct sellers to host virtual, online Tupperware parties. Hosts can organize an online party which is up and running for two weeks. Hosts can then do all the traditional things done to invite guests- call on the phone, talk about it in face-to-face interaction with friends and acquaintances and write notes. In addition, the online party component represents an easier to organize and run option for those who wish to have more to organize and run option for those who wish to have more parties (and earn more money). The online selling options represent an important innovation that works for all parties involved-Tupperware, the consultant, the host and the attendee.The Longaberger CompanyThe Longaberger Company was founded over 30 years ago with five basket makers. The company has a history and tradition that revolves around handmade artisanship. When Dave Longaberger founded the company he searched for many different ways of selling his baskets. He learned over time that there was no better way to sell his handmade baskets than to demonstrate the baskets to consumers and explain all the characteristics and selling points face to face. When a trained home consultant could show Longaberger baskets and share the history and explains the craftsmanship that each basket holds, the results were craftsmanship that each basket holds, the results were promising. This revelation led the company down the path of direct selling.Today, the company is considered to be one of the premier makers of hand crafted baskets as well as lifestyle products. The category of lifestyle products includes items such as pottery, fabric accessories and wrought iron products. Longaberger leverages its relationship with approximately 70000 independent home consultants throughout the USA. The company is privately held by the Longaberger family and has annual sales approaching $1billion.Longaberger has recognized the need to keep its independent sales force motivated by providing many flexible options for conducting demonstrations and parties. For those independent home consultants who prefer not to have full-blown home parties, Longaberger has organized alternatives.Longaberger offers the “over lunch” selling program. A consultant can invite several co-workers to join him or her (at a restaurant or in the lunchroom) for a midday break to review some of the newest product additions. Longaberger also suggests using its products as fundraisers. Consultants can sell the products and allocate a percentage of sales to a worthy cause. The company also suggests using the “pool/patio party” approach to organize a product demonstration and sales effort structured around a more relaxed environment. Finally, the “show on the go” approach allows the consultant to simply schedule a time period on a given day for attendees to just drop by, review products and place orders. Nothing needs to be organized. Friends and family may simply drop by, see what is new and place an order. Longaberger has recognized the need to tailor programs around the evolving needs of its independent home consultant network. These home consultants represent the backbone ofThe Longaberger business the pure commission sales force. As direct selling expands, direct selling representatives will have more options. The Longaberger sales consultant may become interested in becoming a sales consultant for another direct selling business. By expanding its offering and developing innovative and flexible demonstration and party ideas for its consultants, Longaberger is focusing on the retention and share of consultant aspects of its relationship.The Pampered ChefThe Pampered Chef was created in 1980 by the companys founder and chairman, Doris Christopher. Doris was an educator, home economist and mother who saw the need for professional-quality kitchen tools in the everyday kitchen. Doris capitalized on her knowledge of food preparation techniques and her natural talent for teaching. She had organized an inventory of what she considered to be the most essential of home kitchen tools. She started promoting these tools under The Pampered Chef name and began showcasing them at in-home cooking demonstrations called Kitchen Shows. The tools and cooking techniques were successful quickly. In an effort to keep up with the increasing demand for the Kitchen Shows, she began recruiting and training direct selling representative that would be known as Pampered Chef Kitchen Consultants. The Pampered Chef now boasts a network of approximately 70,000 independent Kitchen Consultants in the USA, Canada, the UK and Germany. The company has annual sales of over $700 million. These Pampered Chef Kitchen Consultants do more than the direct selling representatives in other organizations. It is not just about demonstrating the product, but it is also about demonstrating kitchen techniques and sharing recipes that help the demonstration attendee more successful in the use of the Pampered Chef products. The Pampered Chef recognizes that the attendees must feel positive about their experiences using Pampered Chef products or they will not be repeat customers. The company recognizes that long-term customer loyalty is a critical consideration in its product development and marketing efforts.The Pampered Chef has also launched a personal web site service for its Kitchen Consultants. The personal web site service allows the Kitchen Consultants to integrate ecommerce into their business. This component of the relationship between The Pampered Chef and its sales network is a critical component that will help Kitchen Consultants become more successful, which will lead to greater satisfaction, loyalty and share of the consultant businessTraditional companies exploring direct sellingDirect selling has been recognized by traditional companies as an additional opportunity for sales growth.The Body Shop is a global retailer of more than 600. Naturally inspired skin and hair care solutions. They are deploying direct selling under the name “The Body Shop at Home” as an additional channel to fuel sales growth. Their products are well suited to demonstration-oriented selling, since they are naturally inspired. Products with an interesting story provide good opportunities for direct selling consultants.YvesRocher is in a similar category, positioned as a natural beauty source for cosmetics, fragrance, skin and body care. Its “YvesRocher Direct Selling” business represents the companys efforts to enhance growth through direct selling.Keys to successWhile direct selling is a channel that will be embraced by many companies in the future, success is a function of certain fundamental but critical tasks:l . The direct selling business must be made easy and profitable for consultants. As more and more direct selling opportunities materialize, consultants will be presented with more options. Consultant loyalty will be important Consider efforts that Tupperware has made to allow consultants to host virtual parties on-line. Consider what Longaberger has done to allow consultants a variety of options such as “show on the go.” Efforts like these will help make the process easier for consultants and will optimize a consultants loyalty to a direct selling brand.l . The direct selling proposition must be differentiated from close competitors. Consider what The Pampered Chef has done. It is not just demonstration of products. It is the integration of the demonstration with the actual cooking and food preparation process. By including recipes and helping the consultants help demonstration, participants become better cooks and The Pampered Chef differentiates itself from competitors and potential competitors.l . Product evolution companies in the direct selling business must continue to innovate so their offering does not appear to get stale through the eyes of consumers who participate in demonstrations and parties. Tupperware has expanded into BeautiControl to ensure that it continues to offer fresh ideas to its consumers.SummaryDirect selling is not new. It is an innovation that has become increasingly successful as it has evolved in the hands of companies such as Tupperware, The Pampered Chef and The Longaberger Company. Direct selling represents a potentially lucrative channel for traditional companies seeking growth. Direct selling has the potential to be the fourth channel in a multi-channel marketing environment to enhance the retail, catalog and online marketing efforts of successful companies.For any company contemplating an extension into direct selling, there are several critical planning considerations. There are two levels of customer loyalty. The consultant or direct selling representative is a customer in some ways. The consultant can work for many other direct selling organizations and will go where the opportunities are best. Companies must develop great products and great programs, and help make the consultants life easier. The second level of customer is the end consumer buying the product. This customer must feel happy about the product purchase and the experience or a repeat transaction is unlikely.Successful direct selling companies in the future will integrate great products, great marketing and selling programs and new technology to maximize growth and optimize customer loyalty at all levels.网上商城基于物流服务质量的研究简介互联网技术提供了许多的竞争优势如:便捷、专一性、个性化、交互性。因特网使用户可以用比以前更少的时间搜索产品和满足他们所需要的服务。随着网民的增加和互联网的发展，消费者使用或将使用这种方式或作为他们不分购物决策和时间仍然吸引研究者和实践者的注意。在研究网上购物过程中，我们应该记住物流服务时网上购物的基本指标之一。网上购物可以使他们在办公室或家里下订单，可以比离线交易更及时、准确、便利的进行交易。物流的长处在于使用户持续使用在线商城购物，相对而言，如果商家发货太迟或货品与网上发布产品不一致，即使网站设计载精巧、页面效果再好，消费者仍有可能去传统的商店或者其