Study On Marketing Channel Of Chinese Skin Care Product Market After Direct Selling Legislation

With the improvement of people's consuming level, people are not only satisfied with adequate food and clothes supply, but also take skin care products as necessity. In addition, with the increasing of consumers'individual demands, the market of skin care products has been one of the most potential markets.The traditional marketing channels have much inborn abuse. At the same time, with the development of economic globalization and network, and also the change of consumption custom, the enterprises of skin care product have to change their marketing model to adapt the market. The domestic and overseas enterprises of skin care product build the most appropriate marketing channel model to occupy the market and satisfy most of the consumers.The characteristic of skin care products determines the adaptation to direct selling which is an efficient marketing model. Direct selling has been developing for 60 years. It has maturely grown in many countries and areas of Europe, America and Asia. But after this marketing model came into China, it didn't develop smoothly, because of the lack of our government's experience in management and people's recognization of this marketing model.With the fulfillment of commitment after China entered into WTO, the standard and openness of direct selling industry has become an inevitable tendency. In September 2nd 2005, Chinese government promulgated two direct selling laws-Direct Selling Management Regulation and Regulation of Prohibit Illegal Pyramid Selling. This Direct Selling Legislation indicated that direct selling has begun its healthy and quick development. The domestic and overseas enterprises of skin care product in China have to change their marketing channel model to conform to the laws.The main researching issue of this paper is the influence that Direct Selling Legislation has brought to enterprises of skin care product in China, and the adjustment strategy of these enterprises.This paper first describes the common marking channel of enterprises of skin care product in China. It pointed that according to the different length of marketing channel, it can be classified into direct-marketing channel and indirect-marketing channel. This two channel models have different characteristic of their own. This paper analyzes opportunity and challenge based on their development.As an important marketing channel of enterprises of skin care product, direct selling has individuality of its own. This paper researches the development of this marketing model and direct selling industry at home and abroad, based on the characteristic and principle of direct selling.Then the paper analyzes the opportunity and challenge that Direct Selling Legislation has brought to the foreign-capital direct selling enterprises, domestic-capital direct selling enterprises and the enterprises which adopt traditional marketing channel model. Finally, it puts forward different marketing channel strategies to different enterprises, based on the SWOT analysis.The innovation of this paper is that making economic hot spot as the breaking point of the research of marketing channel, and researching the development process and the realistic meanings of Direct Selling Legislation. The corn of this paper is that researching the strategies of different t enterprises of skin care product in China from the aspect of marketing theory.