Unique Interpersonal Propagation

Since Direct Marketing Management Regulation was issued by State Council came into existence in December, 2005. Direct marketing has rid itself of the shadow of pyramid selling and appeared as a legal business pattern, Since the enforcement of this regulation, 19 direct marketing companies has obtained the licenses issued by Ministry of Commerce. From then on, direct marketing in china has entered a phase of legal operation. In this sense, the year 2007 is to witness a new development stage within the range of direct marketing. The development is to transform from being rejected into being a main stream.Direct Marketing Management Regulation defines direct marketing as the activity that a direct company employs direct marketing salesman and they directly promote goods into ultimate consumers beyond fixed places of business. However, direct marketing's final goal is to make profits, whose business nature determines that interpersonal propagation in direct marketing differs from the common interpersonal propagation. It is characterized by strict organization, socialization and strong influence on a peculiar group and generates highly unified group behaviors among the specific group. With the increase of the number of direct marketing salesmen, interpersonal propagation in direct marketing has become the focus of propagation and had great impact on social life.This paper takes interpersonal propagation as its research subject and defines it as an organized interpersonal propagation , then move on to explore the features and advantages of unique interpersonal propagation and analyze social mental mechanism influencing the propagation and finally offers some common interpersonal propagation strategies.