Abstract: The development of the Internet gets people interested in the concept of business model. People feel astounded that some new enterprises can create outstanding performance just relying on one good business model. This paper, based on the previous study about business models, discusses direct marketing, a new business model. Direct marketing is just in the initial stage of development in China. This thesis starts with the definition and characteristics of direct selling business mode, taking Amway as an example, points out the advantages and shortcomings of its direct sales business model, and puts forward suitable suggestions. Amway (China) has many advantages in terms of its development history, the production scale, the personalized services, and its direct sales system. However, there are some problems with its direct sales model. The company should analyze the changes in the market environment and customer demand so as to adjust its business model in a timely manner. Only in this way can it achieve sustainable development. 

Key words: Amway (China); business model; direct selling

CONTENTS

Abstract

摘要

1. Introduction1

2. Direct Selling Business Model ..2

2.1 Definition of Direct Selling Business Model

2.2 Features of Direct Selling Business Model

3. Operation of Direct Selling Business Model in Amway (China)4

3.1 Introduction to Amway (China)

3.2 Application of Direct Selling Business Model in Amway (China)

3.2.1 The adjustment of the business model

  3.2.2 Brand strategy

  3.2.3Channel strategy

  3.2.4 Sales promotion strategy

3.3 Advantages and Disadvantages of Direct Selling Business Model of Amway

4. Suggestions to Amway (China)11

5. Conclusion12

Bibliography.13

Acknowledgements..14