直銷成長的商業模式──以台灣賀寶芙的營養俱樂部為例

• Main Authors: 許琇涵, Hsu, Stacy
• Language: 英文
• Published: 國立政治大學
• Subjects: 直銷成長 台灣賀寶芙
• Online Access: http://thesis.lib.nccu.edu.tw/cgi-bin/cdrfb3/gsweb.cgi?o=dstdcdr&i=sid=%22G0929330401%22.

直銷成長的商業模式──以台灣賀寶芙的營養俱樂部為例 === As the prominence of social networking and direct interpersonal means of communication have swept the modern Internet era, the means by which consumers are marketed to have dramatically changed. Currently, in Taiwan there is no shortage of products to consume or information about those products to understand. Therefore, the concept of the Herbalife Nutrition Club in Taiwan has prompted a dynamic shift in the way Taiwanese consumers are introduced to, learn about, consume, and become brand loyal to the health and nutrition products offered by the company. The foundation of the nutrition club concept is built upon the Direct Selling industry, which is an outgrowth of decades of studying customer value perception, product promotion localization, and recently social networking. This study explores the Herbalife Nutrition Club business model in Taiwan and how it is radically providing product and service experiences to customers to garner consecutive years of double-digit growth in Taiwan since 2006.