The integrated marketing communication in Multi-Level Marketing

• Main Authors: Jung-Hua Shen, 沈榮華
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/68330323236411234170

碩士 === 國立中山大學 === 企業管理學系研究所 === 90 === The main purpose of the integrated marketing communication is to consolidate various marketing modes, to provide customers and prospects with clear and consistent information, and to bring the most benefits of communications. In these years, the direct-selling businesses have stepped on the right track, and have expelled the illegal or weak brands from this market. The existing companies and products are with competition-advantageous brands in the MLM market. The integrated marketing communications are becoming more important as it makes the customers focus on the uniqueness of the products and buy the products. This study discovers that the Bionatural (百內爾) Co. has achieved the merits of delivering clear and consistent image and information in using integrated marketing communication. It is in an advantageous position in the niche market that the Bionatural (百內爾) Co. held the rights of selling high-tech products in the 21st century. The purpose of multi-level marketing is the personnel marketing. It is using the principle of multiple markets and through the sharing power of customers’ public praise in nice response, to set up a large selling system, and to let these customers obtain rational rewards. So it is not like any traditional companies using stores to sell their products. With fully utilizing communication tools, besides the traditional communication model of one-to-one, every direct selling co. in this study has used TV, newspapers, broadcast, magazines, and network to shape a clear image. This study provides 6 items of suggestion for the direct selling co. in the planning of integrated marketing communications: 1. Attach importance to the integrated marketing communications for companies and sellers synchronously. 2. Grasp the market’s changes and trends. 3. Operate with the emphasis on major customers. 4. Focus on every opportunity where the brand comes to interface. 5. Utilize the various tools of communications to result in a better reword plan. 6. Incorporate network marketing resources to enhance the image of direct selling co.