Research On Direct Selling Model Of NUSKIN(CHINA) DAILY-USE&HEALTH PRODUCTS CO.,LTD.

Since 1990 s,the global consumption level of residents increased year by year,with people's pursuit of a better quality of life continues to improve,some subjects of beautiful and healthy products and services are showing rapid growth.In 2005,China for direct selling industry introduced a series of laws and regulations,to create a legal environment for the healthy development of the direct selling industry.At the same time,the people of direct understanding gradually from disgust,escape,change to accept and approval.These make direct marketing become the most promising marketing model in the major industries.Nu Skin was founded in 1984 in Utah City,Pu lobo,of the US state,has been committed to the promotion of anti-aging products,the main personal care products and nutritional supplements;Direct Selling Company is one of the world's most rapidly developing the business in Asia,America,Europe,Africa and the Pacific region nearly 54 market,and turnover has exceeded 3 billion and500 million dollars in 2015.So far global active sales staff more than 1 million and 100 thousand.In 2003 Nu Skin officially entered China,China registered company full name: Nu Skin(China)daily health products Co.,Ltd.,referred to as Nu Skin company,invested more than 1 billion yuan in China.In 2006,such as Nu Skin company became one of the first companies to be issued a license for direct sales in China.In 2013,such as the Nu Skin sales hit a new high in China,the Greater China region performance of 3 billion 500 million yuan.At this point,Greater China has become the fastest developing market for Nu Skin company in the world.Although Nu Skin in the Chinese market has achieved certain results,but its direct sales model still has some problems,such as: a single channel,marketing personnel management,pre-sale hidden,headquarters,etc.Based on the above problems,this paper takes Nu Skin company as samples,using the related marketing theory,through the analysis of the direct situation,such as Nu Skin company in China's marketing environment,find out the existing problems of its direct sales strategy,combined with the traditional industry project marketing steps,proposed to further improve Nu Skin company in Chinese marketing strategy thinking.Use the relevant marketing theory knowledge combined with the specific work practice,and put forward suggestions for Nu Skin company's direct selling strategy.The use of macro environment PEST analysis method to analyze the direct selling industry,using Potter's five forces model to analyze the competitive environment and competitors,combined with the SWOT analysis method to analyze the current situation and existing problems of the company,based on the target consumer demand survey,according to Nu Skin market positioning the company;finally according to the research results to formulate marketing strategy combination as Nu Skin company's proposal.