摘要直销是以人为主体，着重于利用人与人之间的关系来建立销售渠道，包括了众人中间商及代理人中间商，有分销渠道的起点生产者和重点消费者。随着我国直销行业的快速发展，直销企业越来越多，竞争也越来越大。通过对直销的概念及发展研究，充分了解直销的相关理论基础。安利公司是最早入驻中国的国外直销企业之一，且在中国市场中取得了十分卓著的成绩，其业绩从1995年的3亿元到现在年销售额的近200亿元，安利在中国的营销模式分析对我国的直销企业有着学习借鉴的作用。安利营销的成功，主要取决于其营销策略的选择，在中国的营销策略主要有产品策略、明星代言策略、大公关策略、体育文化活动策略、品牌忠诚度策略等，这些策略综合提升了自己的品牌形象，获得了忠实的客户群体，对我国直销企业的发展有着十分重要的启示。我国直销企业要取得自己营销的成功，要不断提升自身实力，建立起自己的品牌，扩大市场份额。具体说来，可以提高产品质量，以质量基础获得消费者的认可。建立合适的培训制度，提高营销人员的销售技巧和素养。加强企业文化建设，增加员工的归属感。制定合理的产品价格，要根据自身的产品定位进行合理定价，防止过高或过低。对国外先进直销经验虚心学习和借鉴，吸收国外直销成功经验。关键词：安利；直销；营销策略；启示---本文来源于网络，仅供参考，勿照抄，如有侵权请联系删除---AnalysisonthemarketingmodeofAmwayCorpinChinaAbstractIn1995fromthemiddlemanmiddlemantoestablishtherelationshipbetweenandisdirecttothehumansubject,focusesonthesaleschannels,includingthepeopleandagents,distributionchannelsstartingpointforproducersandconsumers.WithChina'sdirectsellingindustryrapiddevelopment,directsellingenterprisesmoreandmore,andthecompetitionismoreandmorebig.Themarketingconceptandthedevelopmentoffullyunderstandingofdirectmarketingrelatedtheorybasis.AmwayCompanyistheearliestsettledinChinaofforeigndirectsellingenterprises,andintheChinesemarkethasaveryoutstandingperformance,theperformanceof3billionyuantothepresentannualsalesofnearly200billionyuan,AmwayChina'smarketingmodelAnalysisofChina'sdirectsellingenterpriseshavetheroleoflearning.ThesuccessofAmwaymarketing,dependinginthechoiceofitsmarketingstrategy,marketingstrategyinChinamainlyproductstrategy,starendorsementstrategy,publicrelationsstrategy,sportsculturalactivitiesstrategy,brandloyaltystrategy,thesestrategiesintegratedtoenhancethebrandimage,obtaintheloyalcustomerbase,thedevelopmentofChina'sdirectsellingenterpriseshasaveryimportantenlightenment.China'sdirectsellingenterprisestosucceedinmarketing,torisingtheirownstrength,toestablishtheirownbrands,toexpandmarketshare.Specificallycanimproveproductquality,toqualitybasedaccesstoconsumerrecognition.Toestablishappropriatetrainingsystem,improveMarketingpersonnelsalesskillsandliteracy.Strengthenenterprisecultureconstruction,increasestaff'ssenseofbelonging.Formulatereasonableprice,accordingtoitsownproductpositioningarereasonablypriced,preventtoohighortooloOfforeignadvancedexperienceindirectsaleswithanopenmindtolearnfrom,absorbdirectforeignsuccessfulexperience.KeyWords：Amway;Directselling;Marketingstrategy;Inspiration---本文来源于网络，仅供参考，勿照抄，如有侵权请联系删除---目录摘要................................................................................................................................1Abstract..................................................................................................................................2引言...........................................................................................
