Study On Direct Selling Mode Of Small-and-Middle-Sized Business

Small-and-middle-sized enterprises are taking an important role in powering up the macro-economy of China through market activation, technology innovation and employment growth. China has the largest number of small-and-middle-sized enterprises but not the strongest of them. These enterprises are facing various difficulties, including the weakness of channel for marketing.Channel has become an important resource of marketing for small-and-middle-sized enterprises after China's joining WTO and the emergence of large dealer. It has become the common sense and even practice of small-and-middle-sized enterprises to get success in business from end users through a good control to channel. Therefore, it is of high value to study channel management strategy, which is one of the most important decisions to be made by the executives of enterprises.This article starts from associated theories on the trend of evolution of channels for small-and-middle-sized enterprises with some introduction on the background of direct selling modes and the advantages of these modes. After that, the article focuses on the exploration of the practical modes appropriate for small-and-middle-sized enterprises. Finally, based on case study to success story of direct selling mode applied in small-and-middle-sized enterprises, the article advised on how to make decision on channel management and improvement within the strategies of these enterprises.