네트워크마케팅의 개선방안에 관한 연구
(A) Study on Improving Measures of the Network Marketing
네트워크마케팅 개선방안 전자상거래;
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The world economy has rapidly globalized. The national competition among countries between companies has been increased gradually. At the time when the degree of openness of all industry has been enlarged, distribution industry has faced with new environment which cannot be expected. According to the openness of distribution industry and the change of the consumer's life style, the way to buy product and the distribution mode of product has been changed dramatically, e.g direct selling mothed, network marketing was introduced in korea and it has advanced among many controversial dispute. Network marketing is one of the direct delivery method at low cost which means that the distribution company which make a product or sell a product delivers the product directly to consumer without the intermediary trader. This method is a new way at Korea but it is carried out at USA and Japan since 1950. Therefore, This is recognized a meaningful method of marketing and have a plentiful of case study. Now is the time to break down the traditional concept of distribution industry. There is a big breakdown in the price, product, place and promotion. The Paradigm also have been changed - provider-oriented distribution industry has been changed into consumer-oriented distribution industry. For example, Amway, Nuskin, Herballife etc, which have adapted the network marketing have introduced into Korea and have increased the share of market. Pulmuone, Jinro, Semo and Woongjin etc., the leading domestic company are engaged into the network marketing. This Big-Bang causes the breakdown of boundary of the retail and selling in lump, which is accelerated with the breakdown of price at the IMF system. This is new trend. And the method of distribution of industry type have been changed, which have been restructured as follow ; outlet -> discount house -> electronic commerce -> network marketing. Therefore, the purpose of this study is to analyze and examine the actual condition and the problem of network marketing which have played the crucial role at the trend of change of the distribution market. So I suggest the measure to improve the network marketing. To accomplish this object, I had gathered a lot of books, working papers and reports of research institute and several reports of governmental organization. And I had searched the a lot of papers through the Internet. First, I analyzed the actual condition of network marketing at important country which was closely related with Korea. And following this, I have summarized the actual condition of Network marketing at Korea. Second, I analyzed the problem of network marketing on the actual condition. This problems are divided into the aspect of company, manufacturer, distribution, government and administrative branches. Third, I suggest a countermeasure to improve the problem of network marketing which is new way of distribution in Korea.