Days Lion Groups China Direct Selling Business Development Strategy Research

Regulation of direct marketing was carried out in2005, which surely will greatly promote the development of direct marketing. The open direct market is full of opportunities and challenges. The competitions between the direct marketing enterprises become more and more intense. Chinese direct marketing potential is tremendous. Major direct selling companies in order to expand its position in the Chinese direct marketing, have developed a targeted development strategy, in order to rapidly expand the market share of direct sales in China. With the advantages of nutritional supplements and direct sales model, Tiens become the nation’s largest private direct selling enterprises, but the last few years, enterprise development is significantly behind peers. This article selects the Chinese direct selling business of Tiens Group as an object of study, comprehensively analyzes the Tiens direct marketing environment of the business development, analyzes the shortcomings in the enterprise development, and compared with the main object of competition, combined with the company’s existing resources, develop a strategy of the Tiens direct business development, strategic adjustment of the company’s existing incentive system, and enhance the competitiveness of enterprises.In this paper, the theory of strategic management and direct marketing theory, combined with the practical work experience in Tiens Group and the theory, through the analysis about the direct selling business in China of Tiens Group, come up with the specific business strategy and the implementation of the strategy measures. At present the study about the direct selling industry is relatively small, and this article provides reference to the other direct selling companies, and has some value.