| This thesis discusses the marketing strategy of Amway (China) Co., Limited (ACCL) to inspire domestic enterprises in their transformation by looking at how ACCL stands out in an industry that is full of fierce competition.From a viewpoint of marketing innovation, this thesis studies the three layers of marketing strategy of ACCL based on the theories of direct selling, marketing and brand thesis and method. It continues to use PEST to analyze the macro-environment of the direct selling industry and arrives at the conclusion that the industry is one of bright future. Then the Michael Porter's Five Forces Model is utilized as an analysis tool for the status-quo of ACCL, concluding that it is now in an advantageous position with sustainable competition edge and external factors bring not too much threat. Last but not the least, the in-depth SWOT analysis of ACCL's marketing strategy reveals the huge advantage of a leading position that ACCL enjoys and various internal potential threats that it encounters. In this regard, marketing strategies like first-mover advantage and differentiation strategy have been recommended for ACCL in order to achieve advantage consolidation, rapid business expansion, price-undercutting crackdown, potential threats elimination, reinforcement of star brand, uplifting of secondary brands and controlling operating cost.In the end, this thesis attributes the success of ACCL to its three layers of marketing strategy. First, a preferential marketplace environment is created through various marketing concepts to build up a healthy corporate image, including green marketing, public welfare marketing and event marketing, etc. The second layer is to build product brands of high visibility and favorability with high-quality product and innovative brand communication. The last layer is the word-of-mouth marketing strategy. With distributors approaching consumers and applying the Experiential Marketing, ACCL achieve its great success in the Chinese market. |
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