论文总字数：22015字

摘 要

当前随着经济的飞速发展和人民消费水平的提升，直销逐渐进入中国社会。直销这一销售方式是企业通过直销人员或经销商直接与消费者接触，有利于满足顾客的需求，提高顾客的品牌忠诚度。最有利的是政府政策的放宽，更加使得直销企业在中国市场前景广阔。

这篇文章会从下面几个注意点，对直销企业的团队创新进行相对详细的分析。首先是关于直销企业当下的机遇和挑战，目前直销企业想要发展可能会存在哪些问题；其次是相关概念和理论的阐述，本文系统的介绍了直销的概念、直销企业兴起的背景，直销的特点，直销在我国的发展历程，直销与非法传销的区别，同时还有团队创新的相关理论，包括团队创新的概念，影响团队创新的因素，并分别从政府法制，公共社会关系等角度来分析直销企业创新发展的现状。更重要的是关于直销企业目前在团队创新方面存在哪些问题，包括直销企业的外部问题和内部问题，其中的重中之重又是企业的内部问题，直销企业团队内部的团队人员素质，企业文化，企业创新力等等都影响了团队创新的主要内容；因此，针对这些问题，最后提出了如何通过文化创新，加强直销企业文化建设，加强企业人才建设，改善沟通与协调机制，加强网络渠道建设，充分利用文化优势和人际优势等方式进行直销企业的团队创新。分析在我国，直销企业团队创新在当下的国情，社会环境，企业现状下的相关对策和建议。通过对这些部分的介绍说明使大家对直销企业以及直销企业的团

队创新问题有一个清晰详细的了解。

关键词：直销 团队管理 创新

Research on the problems and Countermeasures of team innovation in direct selling enterprises

Abstract

With the rapid development of economy and people's consumption level, direct sales are entering into China. Society direct the sales of enterprises through direct sales personnel or dealer direct to contact with consumers, meet customer needs, improve customer loyalty. The most advantageous is the relaxation of government policy, which makes it more promising for direct selling enterprises in China.

This paper will take a look at some of the more detailed analysis of team innovation in direct selling enterprises.The first is about direct selling enterprises present opportunities and challenges, the direct selling enterprises want to develop what problems may exist. Followed by the related concepts and theories, this paper introduces the concept of direct selling, direct selling enterprises emergence background, the characteristics of the direct selling, the development of direct selling in China, the difference between the direct selling and pyramid scheme, as well as relevant theories of team innovation, including the concept of team innovation, the influencing factors of team innovation, and respectively from the government legal system, public social relations perspective to analyze the present situation of the direct selling enterprise innovation and development.What is more important on direct selling enterprises and what are the problems in the aspect of team innovation, including external and internal problems of direct selling enterprises, one of the most important is the enterprise internal problems, direct selling enterprises internal team team personnel quality, enterprise culture, enterprise innovation and so on are the main content of the affected team innovation; Therefore, to solve these problems, finally puts forward how to through the cultural innovation, strengthen the construction of direct selling enterprises culture, strengthen the construction of enterprise talent, improve communication and coordination mechanism, strengthen the construction of network channels, make full use of the direct selling enterprises in the form of culture and human advantages and team innovation. Analysis in our country, direct selling enterprises team innovation in the current national conditions, social environment, the enterprise under the present situation of related countermeasures and Suggestions.Through the introduction to the parts that make everyone team of direct selling enterprises and direct selling enterprises innovation problems have a clear understanding of details.

Key Words: Direct sales；Team management；Innovation

目 录

摘 要 I

ABSTRACT II

第一章.引言 1

1.1研究背景 1

1.2研究内容 2

1.3研究意义 2

第二章.当今直销企业的机遇与挑战 4

2.1机遇 4

2.2挑战 4

第三章.相关理论和概念 6

3.1直销的特点 6

3.1.1直销的行业运作特点 6

3.1.2直销的优势与劣势 6

3.2直销在我国的发展历程 7

3.3直销与传销的区别 8

3.4团队创新的相关理论 8

3.4.1团队创新的概念 8

3.4.2影响团队创新的因素 8

第四章.直销企业团队创新面临的主要问题 10

4.1企业外部问题 10

4.1.1外部环境 10

4.1.2文化的冲突 10

4.1.3政府态度抑制过快 11

4.1.4区域限制和直销产品限制 11

4.2企业内部问题 12

4.2.1企业制度难落实 12

4.2.2企业人员流动率和人员素质问题 13

4.3直销企业的团队创新发展需要改革 13

第五章.直销企业的团队创新建议 15

5.1合作创新 15

5.2加强企业文化建设和改革 15

5.3加强人才发展 16

5.4改善沟通与协调机制 16

5.5加强网络渠道建设 17

5.6充分利用文化优势和人际优势 17

5.7政府的支持 18

结论 19

参考文献 20

致谢 22

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