代写留学生论文之Literature Review范文-文献综述样本，留学生文献综述格式指导。Chapter II Literature Review
Chapter 2: Literature review
2.1 Introduction of chapter 2: Literature review
This chapter main introduces the major principles of that influence the direct selling of Mary Kay under the more and more competitive business environment of the world. Here, the principles of brand promotion and the reason for brand promotion will be introduced in details. Based on this, this part will also demonstrate the endeavor of Mary Kay to enhance brand influence upon the Chinese market which is based on the particular cultural features of this targeted marketplace.
2.2 Discuss the theoretical perspectives of other writers
2.2.1 Brand image
2.2.1.1 What is brand image?
For the concept of brand image, initially it is basically just focused on the various factors that affect the brand image, such as brand attributes, name, packaging, price, reputation and so on.
Levy (在文后reference list中没找到对应的出处) defined brand image in the psychological view, he considered that the brand image was presented by the gather of brand’s various image and concept, mainly embodied brand knowledge and the key attitude of the customer. Luo Nuozi and the newly Terman (在文后reference list中没找到对应的出处) made perspective from brand strategy, "Brand image is a gather of the meaning of product differentiation or services differentiation in the competition.”They also cited the brand image’s strategic approach: Product cognition, emotion or impression, confidence, attitude and personality, and so on.
Sizi (在文后reference list中没找到对应的出处) suggested that the brand to be like human beings with personality, this image is not confirmed with the substance of brand image, but should also include a number of other contents. Yet, the understanding of brand image had progressed into the level of the brand personality.
The term brand image is associated with a series of personal feelings among consumers of a product. It can be regarded as powerful influential factor for people to choose a product under the more and more competitive business environment (Afshin Sadeghi Demneh 2006: 23-25). Today, whenever people choose a brand, the image conveyed by advertisement and other channels play an important role in forming their first impression upon these products. Brand image is based on the proposition that consumers buy not only a product but also the cultural associations aroused by the product. In this consumer-oriented world, brand image is becoming more and more important to form consuming fashions. By and large, brand image can be reinforced by brand communications such as advertising and packaging so and so forth.
2.2.1.2 Components of brand image (How differences in what author’s say)
For the study about components of brand image, domestic and foreign scholars generally believe that the brand image is composed of multi-dimensional composition, the key difference is not so much the brand image is composed of the physical attributes and functional elements which are associated with the product, or the brand is composed of the social and psychological elements which have nothing to do with the product, but rather the difference between the different theoretical models(Wang Changzheng & Shou Zhigang 2007) (在文后reference list中没找到对应的出处). At the present time, the most influential view about components of brand image are mainly reflected in Keller (1993) (在文后reference list中没找到对应的出处), Biel (1993) (在文后reference list中没找到对应的出处), Krishnna (1996) (在文后reference list中没找到对应的出处), Belen(2001) (在文后reference list中没找到对应的出处), Luo Ziming (2001) (在文后reference list中没找到对应的出处), Fan Xiucheng and Chen Jie (2002) (在文后reference list中没找到对应的出处) views, etc. This paper draw the characteristics of these scholars’ (Bid 1993; Fan Xiucheng & Chen Jie 2002) (在文后reference list中没找到对应的出处) views, combined with Chinese unique face-saving awareness (Li DongJin, etc., 2009) (在文后reference list中没找到对应的出处) and brand personality (Huang Bing & Lu Taihong, 2003) (在文后reference list中没找到对应的出处), make sure brand image is composed of product performance, service performance, market performance, corporation image and brand personality. 请把上述学者的观点列出来
2.2.1.3 Why brand? (How differences in what author’s say)
Today, corporations make every effort to maximize intellectual capital, human capital, supply chain capital efficiency, as well as the benefits of the brand image capital. During so many factors, the core is the brand image （Gary John Russell & Wagner A. Kamakura, 1993: 55). It is precisely because the brand capital, the world's banks were willing to provide loans to Coca-Cola when around the world its manufacturers come to naught overnight. Establishing a genuine brand image capital is a long-term capital for enterprises within lots of benefits. 出处For example, the company able to control their own destiny better to decide business mold; The company can give staff more reward and more training opportunities to meet the future development of enterprises. Rich brand image value companies can attract and retain more qualified personnel, which means that companies have been upgrading human capital at the same time.出处
From the view of enterprise management, the most direct reason for the successful brand management is reflected by the brand’s recognition which is usually used as a yardstick of evaluating whether a company’s product or service is accepted by the customers(Larson, 2002: 34）. Brands can raise its recognition through effective competition. It is a good chance to let more customers know about the brand and furthermore to attract them to buy the product. If a brand is attractive enough, it then is hoped to be accepted by more customers. It is a universal truth in the management of enterprises and brands. Of course, it is not an easy thing to raise the recognition because it needs much time and patience. But effective competitive strategies will speed the whole process effectively（Alan Weiss PH.D, 2000: 54).
Competition makes enterprise to find its weakness. To take necessary measures to compensate what has been neglected means that the enterprise is in the need of improving the weakness. By doing so, it is hoped to take what has been lost in the market. In the meanwhile, the promotion of the technologies and managerial methods, which are usually the results of competition, will greatly help the enterprise to expand the market. So it is hoped to gain more market shares after taking such measures. 这段话出现在这里的意义是什么？
2.2.1.4 How to build brand image?
Product management necessarily involves the methods that help to popularize the product. In this way, above all, advertisement is important because it is believed by people to be the most effective and convenient way to make a brand better known to the public. A successful advertisement can help the brand to attract more customers and increase the market share（Lan Weiss PH.D, 2000: 54). This means that making a good advertisement is always what companies should concern to attract customers and potential customers. We can find that many famous brands in the world will update their advertisements every season, like Coca Cola and Pepsi. They know the importance of a good advertisement. So the advertisements competition in the market now is becoming the focus between companies. Good advertisements contain a stronger offer. They tell the audience the next step in the buying process and encourage the customer to take it now (Allen P. Adamson, 2006: 54). So making good advertisements to a company is an effective way to compete with others. And it is the best way to have more consumers.
Secondly, building public image is also good to corporation brand image（Janelle Barlow & Paul Stewart, 2004页码？). For example, Toyota in Japan in order to eliminate the American prejudice and resentment about Japan brand, Toyota decided to make company's attention to the U.S. public welfare undertakings, take a brand image Re-engineering on the basis image "high-efficient manufacturing, high-quality car". After six years of hard work, Toyota corporate public welfare brand image finally moved Americans, and opened the U.S. market.例子的出处 Thus, advertisement is important to brand image, while the focus on the brand's public image is the key to improve it.
In addition to advertisement and public image, through the development of corporate culture to build brand image should be signified (Sicco & Van Gelder, 2005页码？). Especially for independent brands, their growth time is short, and cultural accumulation is not deep, then, culture is an important content for these brands. High-class cars are not only selling the product itself but also a way of life and culture of the pursuit.例子出处 However, auto brands is more a tool for people as a means of transport, and its representative of the social identity and status are low, buyers can’t purchase access to social prestige, and this will greatly reduce its brand value. If the products do not pay attention to cultivate the cultural connotation currently, even if the advertisements do well, the effect is limited. So, build brand image is not only deal in products, but also operating a concept, a culture.
2.2.2 Direct selling
2.2.2.1 Definition of direct selling
Direct selling, World Direct Selling Associations(在文后reference list中没找到对应的出处) defined it: Direct selling is outside of fixed retail outlets (for example: personal residence, work place or other places), the independent sales through talks and demonstrations ways to introduce products and services directly to consumers, being face-to-face.
On Nov. 2005, China issued a "direct selling regulations”, such a definition is: "Direct selling is a distribution method direct selling corporations recruit salespeople to sell products to the ultimate customers outside business places directly."出处 The explain is relatively clear and simple, but in actual economic behavior, direct selling model is far more complex, multi-definition. Direct selling model is divided into two broad categories. Category I is narrow direct selling (Direct Selling), products manufacturer, manufacturers, importers through direct marketers (and consumers) in the face-to-face way sell products to consumers, including single-layer and multi-layer direct selling. Category II is Direct Marketing, product manufacturers, manufacturers and importers through the media (mail DM, TV shopping channels, the Internet) pass products or advice to consumers.出处
Direct selling means the way of face-to-face presentation and demonstration of a product （Albaum & Gerald, 1992: 45-107). It is usually conducted by direct sales representatives. Employed by firms such as Avon, Mary Kay, and Tupperware, direct selling differs from network marketing in that it offers little or no incentives for recruiting ever increasing number of sales representatives (Caballero & Marjorie, 1986: 77).
2.2.2.2 Advantages and disadvantages of direct selling
Direct selling has both it advantages and disadvantages. They can be described as the following. Main advantages of direct selling include the potential to earn an unlimited amount of money and the possibility of using as many channels as possible to promote the product.出处 So, it is safe to say that direct selling is the most convenient way to enlarge the influence of a brand. However, direct selling also has its disadvantages. These include the time-consuming of promoting brands and the unpredictable source of income so and so forth (Caballero & Marjorie, 1986: 77) 优缺点能不能分别用文献支持，写具体一点
2.2.2.3 Why direct selling? (How differences in what author’s say)
Direct selling is called a bright pear in the marketing field.出处 Why so many successful corporations choose it?
(1) Product flow speedily and timely recovery of funds: the essence of direct selling is products manufacturer sell products directly to the final consumer without any distributors, each salespeople is only a very small individual who without ability to bargain with the direct selling corporations, and must pay purchase funds when delivery products. The manufacturer could withdraw funds from circulation in time, which has brought a great advantage to the company's financial operations.出处
(2)Save sale cost, lower product prices: direct selling model reduces the Circulations, and products without going through intermediate layers of wholesalers and retailers increases, products able to sell with competitive prices and enhance the enterprises competitiveness. Secondly, direct selling uses mouth-publicity instead of a large number of ads, in a sense this way is better than the traditional advertising effectiveness, so that direct selling companies save a lot of publicity costs.出处
(3) Quickly get feedback from the market, make adjustments in time: Compared with the traditional sale model, salespeople still keep in close touch with consumers after consumers buy products, in addition to providing good after-sales service to consumers, it can also get consumer feedback on the product or service. Salespeople send these valuable feedbacks immediately to corporations in order that business can make a timely manner and adjustor in accordance with market needs t, which can seize the opportunity and initiative in the market edge.出处
By and large, direct selling is a flexible means of promotion of a product. In the meanwhile, it is a selling methodology that can arouse the immediate interest of consumers. Modern business management is complicated because the marketing environment is becoming more and more subtle in structures and functions according to the different segments of the consumer types.出处 Different types of consumers may be different in adopting diversified consuming strategies according to the motivation. For example, different age groups of consumers may have particular taste. So, the success of modern business is largely dependent upon the effective strategic management of market targeting (Raymond et al, 1994: 34-67). As a totally new concept, target marketing aims at managing the market competition and occupation of an enterprise by strategically breaking a market into different segments that are easy to be handled by the division of management labor. This strategy is especially significant to businesses with an international background whose management conditions are complicated and composed of different cultural factors and a variety of marketing goals. One of the chief advantages of marketing segregation lies in that this strategy is effective in reaching management goals (Roche & Imelda, 1995: 231-237). So, target marketing provides modern businesses a strong focus on concrete marketing activities. In this market investigation report, the author intends to discuss this problem by clarifying the mechanism of marketing segregation and its significance for the management of modern enterprises.黄色这段讲市场细分，和直销有什么直接联系？
2.2.2.4 How to do direct selling well? 请引用不同作者的文献来写做好直销的不同方法
1. Phone- Direct
Phone Direct selling use telephone to provide customers with products pre-consultation, know customers’ needs, and help clients develop purchasing programs. So by phone, customers can communicate with company directly, allow company timely get customer feedback, shorten the distance between the two. Telemarketing can bring companies a unique advantage, make turnover grow rapidly.出处
2. Network-Direct
Network-Direct selling provides customers with products pre-consultation to gauge customer needs through the network, while helping clients develop purchasing programs, which make companies be able to expand their direct sales model better, help companies reach more customers, in order to reach lower prices provide more and better services. 3. Staff-Direct出处
Single-level selling is salespeople (and consumers) talks with the customers directly, introduce and sale company's products, provide different information according to the characteristics of clients, sell company’s product or service to consumers, finally receive bonuses based on their sale.出处
4. Mail-order Direct
Mail-order direct, the direct selling corporations directly mail their products catalog to the customers, the customers choose a certain product according to their own need and remit to the company, then company mail products to the /customers (Schwartz & Martin, 2007: 76-85).
2.3 Summary findings of previous research
2.3.1 How does Chinese culture effect direct selling in China?
The success of Mary Kay’s marketing strategy in China best illustrated the combination of marketing methodology with the practical cultural conditions of the targeted marketplace. China is a society which pays much attention to relationship between people; the so-called ‘relationship’ in China usually refers to some ways which connect two people together to establish an interdependent link (Sun Xiaohong 2007.p.124). Chinese people get what they need in their daily lives through the relationship between them, relationships allow them obtain others’ help as well as provision of certain items or services. Once someone has provided assistance to others, it looks forward to be rewarded in the future; too, if someone gets help, it has an obligation to repay later. In China, no one can entirely be independent of this relationship (Su Hong 2004, p.321). Because of its emotional factors, its durability and functionality, relationship is very important for Chinese people. Any help or acts of generosity, whether it is giving, or harvest, it would bring you to the network system of relationship. No one would want to be separated from the system, because people's daily lives are carried out smoothly through this interaction between each other. This relationship makes life humanized, which is not familiar for westerners.
There is not any other country that is similar to China that is particularly known for the complicatedness of social relations. This interpersonal relationship in China is so important that it is actually influencing people’s daily activity in a lot of ways, including the methods for people to do businesses. For a business to survive the Chinese market, it has to make full utilization of this social network. Therefore, experts of direct marketing believe that, China (where people’s relationships of various kinds are valued) is a fertile ground for direct selling. It is due to this very reason that some direct selling companies having performed well in China, such as Amway Corporation.请引用更多英文献支持黄色这段的观点，老师说每个小观点都要找到文献出处。
In 2003, its sales reached 100 billion years; in 2004, its annual sales were 16 billion to 17 billion years, it increased at an alarming rate (Yin Xiaoli, 2007: 121-212). China as a kindly nation which pays attention to the cultural identity of relationship, the characteristics of Chinese people’s face theory and emphasis on relationship make China as the natural soils for direct selling. However, in terms of the impact of Chinese culture on direct selling, some scholars have put forth different views, studies (Hung Wei & Gong Long 2007,p.12) (在文后reference list中没找到对应的出处) have shown that although Chinese people have the tradition of emphasis on relationship, but the tradition of emphasis on relationship and ignoring profits in Chinese culture make many people do not want to link themselves with money, even there are good products, they are not willing to introduce it to their acquaintance to have access to benefits, so the impact of Chinese culture on direct selling is not positive. To sum up, the Chinese culture of relationship has laid the foundation for the development of direct selling, but how to open the knot in hearts of Chinese to enable them to make use of their relationship to carry out direct selling; it is still a problem that is worth studying.
2.3.2 Why the role of Chinese women is important for cosmetics firms in China?
Chinese traditional culture and people’s ideology have been heavily influenced by Confucianism. (Yin Xiaoli 2007, p.212) considered that in the thinking of Confucian philosophy, on the one hand, it stresses the dialectical relationship between men and women, that is, complementarily and balance; on the other hand, it emphasizes the division of the roles of men and women, determining the principle that the female can not cross the border to replace the man's position. This actually determines in the minds that the male is the key aspect of the relationship between male and female, women can only be a secondary role in the conflict. Thus, males in the Chinese culture have always been the position of the dominant party.
Until now, in China, male-centered consciousness is still very serious; women often bear the role of housewife, (Yao Xiangguo, 2005, p. 434). At the same time, in China, most families cannot just rely on men alone to bear the economic responsibilities; women also need to bear some financial responsibility. Due to the commitment to the role of housewife, there is a lack of work experience and job skills for most Chinese women which make them only undertake works with lower payment. It can be seen that, on the one hand, Chinese women is still in a relatively weak position, they not only need to shoulder the responsibilities of life and family, but also face economic pressures, on the other hand, Chinese women's feminist consciousness is gradually improving, Chinese women have their own needs to get social recognition through establishing their own businesses, this is the reality gives to the Chinese women ,with the independent thought growing up in women ,the longings of the women is enlarging, the want value ,they want opportunity ,they want the equal respect of the society .At this moment , Mary Kay gives them a stage to make these come true. Therefore, to provide Chinese women with opportunities of establishing their own business to help them to gain wealth, which would be looked on as the enterprise’s behavior of fulfilling their social responsibilities so as to win good reputation? That is the gift the reality gives to Mary Kay. 请引用更多英文献支持黄色这段的观点，老师说每个小观点都要找到文献出处。
2.3.3 The marketing strategy adopt by Mary Kay
In July 1998, Mary Kay became the first professional cosmetics company to obtain the approval and recognition of relevant government departments, which make Mary Kay take the adoption of store operations and hired salesman (Mary Kay call it Beauty Consultant) to retain their core philosophy of direct sales, Mary Kay began the transformation of the mode of operation.出处 In china, Mary Kay take some special services for marketing, the most important is to provide professional beauty consultants to customers. Every Mary Kay beauty consultants and distributors can develop new Beauty Consultant to join in Mary Kay, but each new employee must start basically as beauty consultant, selling products mainly and supplementing consultants insistently is a new approach to develop, Mary Kay use incentive-style to train employees, when you join in Mary Kay, there will be a series of free training, each made a little success, such as weekly, monthly, quarterly sales charts, etc. will be the company's incentives, such as symbolic pins, jewelry and so on .When the monthly sales of products and the development of new beauty consultants achieve a certain amount, a new beauty consultant could be become a distributor in nine months as early as he can.出处 After becoming a distributor, it means you formally entered the ranks of managers and can be separated from the original dealer to form their own beauty consultant team, which is equivalent to its own separate registration of a small company. Meanwhile, the company continues to provide free training for each employee, and there will be a fixed income. To become a distributor is the goal of every beauty consultant (Ash, M, K, 1995: 46-67).
2.3.4.1 Mary Kay’s direct selling
Mary Kay has a complete set of operational methods and management mechanisms. Mary Kay’s "face-to-face sales" has all of the direct selling commonness, and has its own characteristics, such characteristics through the Mary Kay unique culture and philosophy. Mary Kay insists on walking on two legs at the same time, sale and recommendation. Now, We take a standard Mary Kay skin care class for example to study its face-to-face direct selling model, to understand what kind of training Mary Kay take to teach employees effectively excavate customer needs, to achieve sales and extension of appointment. Mary Kay beauty class generally are composed of 1 to 6 people, in order to ensure beauty consultant have sufficient time communicate with the participants.
Mary Kay beauty class include pre-class, lesson and after school three parts.
(1)Pre-class --- complete skin analysis cards. Introduce the company and career development opportunities. (2)Lesson --- personality service. End of the presentations and stories then begin the most abundant part, beauty consultants will be based on pre-class knowledge of the customer to answer questions about skin care in an interactive manner, supply or correct the customer currently some beauty common sense, and then enter the climax --- product trials. In this process, Mary Kay tried to cultivate a culture, a fashion and give customers a decent of their own personal beauty consultant. Mary Kay's sales are a natural extension of service, customers enjoy the services and products are value for money.
(3)After-school --- individual consultation. To complete a skin care class, beauty consultants will come up with the product customer used on the desktop, then quote price. At the same time, beauty consultants will do face-to-face individual customer consultation.
This face-to-face mini-lesson is original creation of Mary Kay, is a manifestation of Mary Kay corporate culture. In most people's instinctive resistance to the direct case, Mary Kay this "pay first, take later" philosophy has achieved a great success.这一部分怎么都没有文献出处？一定要找到多个文献作支持
2.3.4.2 Mary Kay’s special services: beauty consultants
When you walk into Mary Kay's Dallas headquarters lobby in the United States, the first thing to your eye is not painting, sculpture or product, but a larger-than-life chief beauty consultant’s photo. This original play makes people appreciate Mary Kay truly “We are a people-oriented company". Mary Kay Since its inception, always stand in the customer's perspective to discover needs and solve puzzles, in order to enhance customer confidence and satisfaction, Mary Kay is committed to providing consumers with high-quality products, at the same time, take become beauty consultants as glory. Mary Kay’s special services - Beauty Consultant, which become the matter of million consumers know, accept and love Mary Kay.
In addition, from Mary Kay's inception, it encourages people to become a beauty consultant for themselves and others. It promises to the broad masses of women "more beautiful than the cosmetic changes, an even more exciting creation than the successful, a upgrading richer than self-confident ", in order to help them dedicated to image improvement and personal development.
2.3.4.3 Mary Kay’s unique company culture
Mary Kay’s unique company culture is key competitive advantage to its success, also an important force to motivate staff. They include:
First, golden rule, How do you want others to treat you, you have to do the same. Each of our management decisions are formulated according to the Golden Rule.
Second, life priority, Ms. Mary Kay Ash told us that we only follow the faith first, family second, career third life priorities, yet we could obtain a happy and fulfilling life.
Third, Oxfam spirit, unconditionally help others. In this view, in the company, if a person has a good idea, he can tell us, we have the good ideas published in the "Encore" magazine or written in charge’s memo. So the Mary Kay employees can share the good ideas. Through the sharing of such good ideas, we have been successful.
Fourth, Respect, caring, objectively evaluates everyone. Establish high standards for the entire thing related to company business and employee, and strive to achieve. We provide our sales force, customers and staff timely, initiative, personalized and convenient service.
Fifth, Praise. Recognize and appreciate everyone around us so that everybody maximizes their potential.
Sixth, keep in mind that we are a unique company. The company is relaxed; staffs are of mutual interest, joy to success, everyone is proud with company culture.
Seventh, be proud of company mission - enrich women's lives. Take care for others, hard work. 这一部分怎么都没有文献出处？一定要找到多个文献作支持
2.3.4.4 Mary Kay’s social responsibility (e.g. help women)
Mary Kay is committed to providing consumers with high-quality products， at the same time, it is always achieving the company's mission with positive values and mutual love spirit : "Enrich women's lives". It tries to provide women the uncommon opportunities, which make for career development opportunities and personal ambition, etc. Now, Mary Kay company has extended its responsibility to other field, every year did not forget public businesses. 这一部分怎么都没有文献出处？一定要找到多个文献作支持
2.5 Summary of chapter 2: Literature review
With the fast development of world market in the recent decades, companies actually are having more business opportunities. How to use these opportunities to enlarge the market and raise the position in the market is a very important issue to a company or brand. Of course, to survive in a severe competitive market is not easy for medium and small-sized companies. This is especially the case in the recent years when global marketing competition is becoming more and more complex. Many small companies cannot survive in this large environment because most of them are deficient in experience, technologies and management. These factors always have great impact upon the competitive capacity for these companies. That’s the very reason why it is usually the large companies and world-famous brands are more advantageous in the global market competition, especially in today when effective competition means more money and market influence which are important to control the whole market. On the contrary, it is difficult for some small companies to beat larger ones except they have a better strategy or a clever way to attract more consumers. But as the environment is changeable and exist some instability, large companies do not win all the times and small companies sometimes do better.
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