Study Of The Theory And Application Of Direct Commerce

With the rapid development of China's manufacturing industry, the diversification of marketing channel has become a trend. As the most ancient and active way of marketing, direct commerce will take an important position in china's logistics industry. However, it has to face many problems as lack of relevant laws and regulations, diversification of marketing channels, how to establish distribution assistance system and the logistics center, knowledge transmission etc. This paper analyzes the macro and micro 1environments that direct commerce enterprises have to face by utilizing quantitative and qualitative methods.1. Introducing the theoretical basis of direct commerce channel and analyzing the definitions to direct commerce in different countries, rising up its definition from the broad and narrow sense. Distinguishing the concepts related with direct commerce.2. Introducing the process and contents of overseas legislation for direct commerce, this paper suggests the procedures that we should follow for Chinese legislation for direct commerce and its main contents.3. Introducing the contents of direct commerce. The significance and the advantage for direct commerce enterprises to set up a multi-level marketing network were put forward.4. Manifesting the significance of DPR system for direct commerce enterprise. A case on the procedures and main contents of DPR system were given.5. Analyzing the importance for direct commerce enterprise to set up a logistics center and then giving the idea of how to select location of the logistics center by utilizing the AHP method.6. Discussing the significance for direct commerce enterprise to introduce in the knowledge management, putting forward a viewpoint that the characteristics of knowledge management in direct commerce enterprise is alternative knowledge transmission. The relation between knowledge management and employee's satisfaction and loyalty were analyzed by LISEL Model.