Tinklinės rinkodaros populiarumo Lietuvoje analizė

LTVisame pasaulyje veikia nemažai įmonių, kurios neturi plačių prekybos tinklų, o jų produkciją parduoda nepriklausomi pardavėjai ar konsultantai taikydami tinklinę rinkodarą. Tyrimo tikslas – atlikti tinklinės rinkodaros populiarumo Lietuvoje analizę. Tinklinė rinkodara atsirado ХХ amžiaus trečiajame dešimtmetyje Jungtinėse Amerikos Valstijose. Dabar pasaulyje yra daugiau negu 3000 tinklinės rinkodaros kompanijų, kuriose profesionaliai dirba apie 47 milijonai žmonių, o bendra kompanijų prekių apyvarta sudaro daugiau negu 80 mlrd. dolerių. Lietuvos mokslininkai, nagrinėjantys įvairius prekybos metodus bei formas, neišskiria tinklinės rinkodaros, kaip atskiros pardavimo formos. Apibendrinant tyrimo rezultatus, galima teigti, kad tinklinė rinkodara plačiai paplitusi Lietuvos pirkėjų tarpe, nors tokios prekybos formos terminas mažai žinomas. Tyrimas parodė, kad populiariausios kompanijos – Avon, Oriflame, Amway. Pusės apklaustųjų netenkino prekių kokybė, tačiau jie nebandė prekių gražinti. 50 proc. apklaustųjų per mėnesį išleidžia nuo 1 iki 50 Lt prekėms, platinamoms šia prekybos forma, 16,50 proc. – nuo 51 iki 100 Lt. Tinklinė rinkodara tenkina pirkėjus, nes tai patogi prekybos forma, sutaupanti daug laiko, parduodamų prekių nėra parduotuvėse ir kitais būdais jų nusipirkti nėra galimybių, pirkėjus tenkina prekės kokybė ir patikimumas, o be to dėl tiesioginio bei artimo kontakto su agentu gaunama išsamesnė informacija apie prekę.Reikšminiai žodžiai: Grupinė prekyba; I-com prekyba; Interaktyvi komercija; Interaktyvus paskirstymas, tiesioginė rinkodara; Multilyginis marketingas; Tiesioginis marketingas; Tinklinė rinkodara; Direct marketing; Interactive Commerce; Interactive Distribution; Multi-level marketing; Multi-level marketing (MLM); Network marketing; Sectional trade.

ENIn all over the world there are many working companies, that don't have wide market networks, and their production sells independent salespeople or consultants. Often network marketing is mixed with pyramid system, because both of these systems have common elements. Lithuanian scientists, that are investigating shopping forms and systems, don't exclude network marketing, like independent retailing selling forms and systems. Law publishers don't have their own opinion about this shopping way, Lithuania's law imprescriptibe network marketing agent's work. Purpose of this investigation – to perform network marketing pervasion and popularization in Lithuania's shopper's gap analysis. Investigation object – network marketing. Investigation goal – to analyse network marketing in the world, to evaluate its agents marketing methods, set this systems popularity in Lithuania. Network marketing appeared in XX century third decade in USA where Carl Remborg established first network marketing campaign. Now in the world there are more than 3000 network marketing's campaigns, in which professionally works about 47 million workers, and total turnover is more than 80 billion dollars.Lithuanian scientists, who are investigating all kind of marketing methods and forms, don't point out networks marketing, as separate referral form. Those companies's, who are adjusting network marketing model, are stimulating their adviser to invite as many people as possible, because their earnings depend on gathered groups turnover. This kind of activity is forbidden by Lithuania's Republics unfair commercial activities users forbidden law. Market agents are working without business certificate, don't declare their income, doesn't pay taxes. That way state losses thousands of Litas. Network marketing is prevalence in population gap, although many of them don't know it title. Investigation showed, that most popular companies are – Avon, Oriflame, and Amway. Half of questioned people weren't satisfied by quality of goods, but they didn't try to return their goods. 50 percentages of questioned people per month spends from 1 to 50 Litas for the goods that are spread in this trading form, 16.50 percentages - from 51 to 100 Litas. Network marketing is satisfying costumers because it's comfortable trading form that saves a lot of time, there are no goods on sale in stores and there is no other way to obtain them, costumers are satisfied by goods quality and reliability and because of close contact with the agent you get proper information about the good. [text from author]