The Direct Marketing Management In Changsha Fang Fang Industrial Co.,Ltd.

As an industry developing most rapidly in recent several decades, direct marketing is among the top ten lucrative businesses in the world as graded by American consulting institutions. It has been booming extraordinarily during the 15 years' development in China. While now direct marketing companies are facing re-regulation and intensive competition in Chinese market after the National Direct Marketing Act was issued. This article will employ general marketing analysis to study the direct marketing strategy of Fang Fang Co., Ltd., basing on its direct marketing practice. The main research method is to combine qualitative analysis and quantitative analysis.This article will first introduce the background of direct marketing and the development history of direct marketing in Fang Fang Co., Ltd., describe their management status and crises lying therein. Followed is the analysis and study of their crises by environment analysis of direct marketing and controllable factors analysis. The article argues that to improve systematic management, reform product system of direct marketing and change the style of direct marketing in accordance with national policies will be the guideline of Fang Fang's development in the future.Based on the above analysis and study, the author brings forward a post-non-store direct marketing strategy, which includes product structure adjustment, direct marketing system reform, and trial-marketing evaluation system establishment. With these, an important tool has been provided for HR management and market research of direct marketing.This article aims to find out a legal, effective and fast way for the development of Changsha Fang Fang Industrial Co., Ltd. through the study.