The Direct Model Is Discussed

Amway is a conventional Direct-Selling enterprise, which entered into Chinese marketing in 1992. Due to the change of macro-environment in China, Direct-Selling trades came through many twists and turns. In 2005, Chinese government issued Management Byelaws of Direct-Selling, which have many new regulations. Amway and other conventional Direct-Selling enterprises face new opportunity and large challenge.This paper will discuss the innovation and the development of Amway in Marketing Management through researching the essence of Direct-Selling and analyzing the macro-environment and the bowel conditions.Due to the new regulations of the Byelaws, Amway must change its Direct-Selling teams net into flat, and it should constitute relative regulations, such as the conditions of join for Direct-Sellers, training of operation, relationship of employment, mechanism of venture and new system of salary etc. The marketing channel of Direct-Selling stand many restriction from new environment, Amway must develop its channel, like dealers, monopolization shops, marketing with net and stores for new development. The Direct-Selling Companies always have been disputed, in the new environment, they should made new brand orientation, and strengthen the brand management to build up a well public visualize.