Competitive Strategy Study Of Amway (China) Co., Limited

The thesis is intended to introduce Chinese direct-sale industry and developing history of Amway(China).After evaluating enviroment threat, analizing opportunity of reducing threats and opportunity of industry structure in Porter's Five-Force Model,we find that there are more opportunities than threats for Amway (China) and overall economic attraction of chinese direct-sale industry is great.Meanwhile we also find that,to Amway(China), first-mover advantage opportunity is what it needs to capture, differentiation and innovation strategies are effective for reducing threats and making use of opportunies .On the basis of analysizing outcome of inner analysis structure we consider find that Amway(China) can obtain good performance excelling normal level besides the company ownes sustainable competitive advantage in the field.First-mover advantage opportunity,differentiation and innovation strategies are what Amway(China)should select because overall economic attraction of chinese direct-sale industry is great and Amway(China)ownes sustainable competitive advantage in the field.After analizing inner conditions of company and outside environment status,Amway(China) brought forward strategy target of winning more markets,trying to become the best and highly praised multinational company in China.In view of this strategic target,Amway(China)creatively organizes and implement first-mover advantages,differentiation and innovation strategies.Amway creates marketing miracle in Chinese markets and marke itself become the market lead in the domestic direct-sale industry.Combining all the analysis result of Amway(China) competitive strategy,we can a conclude that rightly selecting and effectively implementing competitive strategy are the key factor to acquire success of Amway(China).