The Research Of Amway's Direct Selling Channel

Today, market competition is becoming more and more fierce, retail channels have already been an important tool to get competitive predominance and boost the market occupancy for enterprise. The channels' effect is in evidence, so that whether it is fit and effective for enterprises will directly influence the products' entering market rapidly and be winner all the time and set up the good brand image. Therefore, to choose proper channels and maintain efficient act have far-reaching meaning for enterprise.Direct selling is the mode of channel which manufactures contact the consumer directly without any agents. Direct selling is not a simple selling mode, but the way of marketing channel concerning with manufacture,circulation and consumption, which is the effect of free trade and exchange in the marketing economy. Direct selling has become fresh troops for socialism marketing economy. Direct selling has become more and more mature so that the consumer realizes it more rationally. Therefore, we should make deeply study for direct selling and its sample enterprise-Amway's direct marketing channel, to provide practical guide and using for reference for the healthy development of direct selling in china, likewise, for standard sale of direct selling company in china's market.This paper mainly studies Amway's direct marketing channel according with the law of direct selling, insist on the method of theory combining with reality, base on the theory of marketing channel and direct selling theory of foreign and domestic. According to the reality of Amway, to analyze the current situation of the company, to design new direct channel system. Combining with the method of qualitative analysis and positive analysis and deeply knowing about the direct seller to get the original information, to study its direct selling channel with the method of qualitative analysis and quantitative analysis. Using SWOT method, to analyze its opportunity and threat for its development. With the legislation of direct selling in china, giving the proposal for its new direct selling channel, to make us understand direct selling and its career, to distinguish the difference between direct selling and illegal direct selling. The paper will provide the guide for standard sale of direct selling companies and the consumers' choosing the legal direct selling company.