The Research About Interpersonal Communication Of Amway In China

As the market separation deepen, the marketing activities changed form mass marketing to small mass, even one to one. So, interpersonal communication as an important marketing communication channel, has being paid more and more attention. The article takes Amway in china as an example. The research around interpersonal communication and marketing, which is cross-subject project in the frame of interpersonal communication's effect research. The article include four parts. The first part is about theory of interpersonal communication. In the second part, through analyzing the character of Amway in China, shows interpersonal communication playing important role in direct marketing. In the third part, through thinking about Amway's interpersonal communication in China from different subjects, points it's disadvantages. The last part is about suggestion and inspiration for other marketing organizations in China from Amway's interpersonal communication.