Study On The Operating Mechanism Of Multi-level Direct Selling Company Mary Kay(China)

In the face of the increasingly fierce economic globalization and market competition,China's SMEs need to choose a more suitable for their own development of the sales model,in order to occupy a place in the market competition.Non store sales is a product of economic development to a certain stage,it is the integration of communication technology,information technology,management technology and other modern technology.Multi level direct selling as a non store sales model,its diversity and flexibility can improve the enterprise operation efficiency is low,financing difficulties and other problems,improve the competitiveness of enterprises,save transaction costs.This paper mainly studies the operation mechanism of multi-level direct selling Mary kay company,and makes deep exploration through case analysis.Firstly,it analyzes the theoretical concept,current situation and development status of multi-level direct selling in China.Secondly,the operating mechanism and SWOT of case Mary kay were analyzed to find out the successful experience and deficiency of its operating mechanism.Finally,put forward development countermeasure and suggestion to Mary kay operation mechanism.This paper combines the analysis method of theory and case study.First,on the basis of literature research,this paper reviews the related research of domestic and foreign scholars on the development model of multilevel direct selling,and sorts out its main theories and viewpoints.Secondly,it gives a basic overview of the relevant theories in this paper,and makes them serve as the theoretical basis and basis of this paper.Thirdly,the characteristics,influencing factors and existing problems of multi-level direct selling in different parts of the world and in China are analyzed.Fourth,take Mary kay as a case to analyze its operation mechanism and SWOT analysis,and summarize its deficiencies and successful experience in operation mechanism;Fifth,provide Suggestions and countermeasures for the development of Mary kay's operating mechanism.By participating in enterprise activities,official and enterprise websites,and authoritative websites,information and literature query and research evidence are made,and a relatively real practical understanding is established by using observation,literature research,information research methods and descriptive research methods.Finally,it provides some ideas for the enterprises that are exploring the direct selling mode,so as to help the direct selling enterprises in China to develop the direct selling cause,promote the direct selling brand,and occupy the market more effectively.