Research Of Marketing Strategy On China Direct Sales Corporations

This thesis makes a systemic study on Marketing Strategy of China Direct Sales Corporations targeting on China Direct Sales Corporations(in particular referring to China Direct Sales Corporations inside the mainland, excluding the Direct Sales Corporations from Hong Kong, Macao and Taiwan, also excluding Foreign invested Direct Sales Corporations or Joint Ventures), and based on the related Marketing Theory.First, it introduces the general situations of international direct selling, as well as marketing circumstance and strategy of direct sales corporations in main countries overseas. It also theoretically introduces international direct sales concept. As in international direct sales the main mode is the multi-layer direct sales mode guided by marketing-increase-theory. The character of multi-layer direct sales is briefly described. The situations in China and other countries are different. In China only single layer direct sales is allowed and multi-layer direct sales are prohibited according to Chinese law. In China the illegal direct selling are strongly forbid. In this thesis, the concepts of direct sales and illegal direct selling defined by"Direct Sales Management Articles"and"To Prohibit Illegal Direct Selling Articles"are described and differentiated.Then it also briefly reviews the development of China direct selling and describes in detail the environment, current situation and competition of China direct selling. The legal basis of direct sales in China has been settled. The direct sales in China just face the transfer...