Research On Optimization Of Luomai's Direct Selling Strategy Based On Consumers' Purchase Intention

As a new marketing method,direct selling has been introduced into China from abroad and is now in the development stage.Along with the development of the direct selling business,China's private domestic brands to occupy the market gradually,some direct selling enterprises in the process of the exploration of direct marketing strategy innovation to go on,LuoMai with its unique strategy,scientific research and development,production and sales into an organic whole,occupies a place in the direct selling market rapidly,steady development in the field of health industry.This paper focuses on LuoMai,as the research object,through the study of the direct selling mode and direct selling strategy of LuoMai,analyzes the main factors affecting consumers' purchase intention,and puts forward the corresponding improvement strategy suggestions for the direct selling mode.This paper focuses on the analysis of the influencing factors of the purchase intention of health care products of LuoMai.Based on the questionnaire and data analysis,the final model of the influencing factors of the purchase intention of health care products of LuoMai is obtained through the method of multiple regression model.This paper first verified the hypothesis of individual factors and purchase intention,and found that gender and occupation had no significant influence on the purchase intention of direct selling health care product consumers,while purchase intention showed significant difference with age,education background and income level.According to the result of multivariate regression model analysis,cost of consumer brand awareness,credit experience,perception,useful perception,perception and reliable purchase intention have significant influence to its,the perceived useful(?=0.639)is most obvious,and the influence of the more important to consumer direct selling health care products when the choose and buy products,the practicability and the degree of match with their own needs;Secondly,perceived reliability(?=0.268),indicating that consumers also attach great importance to the reliability of brands and products of direct selling health care products in the process of purchasing.It should also be noted that the perceived cost(?=-0.026)is negatively correlated with the purchase intention,indicating that the purchase cost of direct selling health care products will reduce consumers' purchase intention,but to a lesser extent,which also indicates that people are more willing to spend money on physical health care in the context of the continuous improvement of material living standards.In the future,LuoMai should adjust the direct selling strategy actively,strengthen the brand construction and increase the brand promotion channel.Enhance consumers' trust in direct selling practitioners,improve the experience and interaction in the sales process and the quality of after-sales service;standardize product price and reduce the time cost for consumers to buy direct selling products;consumer market segmentation,customer-oriented product research and development,to ensure product quality and effect.