Amway (china) Co., Ltd. Marketing Strategy Research

This article mainly studies the marketing strategy of Amway (China) daily consumers'goods Ltd. When Amway extends its market in China, as a transnational direct selling enterprise, It uses the marketing strategy which is suitable to the Chinese situation, brings the enterprise marketing strategy into full play, adopting "Store plus personal selling"; Amway succeeds in Chinese market. This article consists four parts. The first part is an introduction. It introduces the background, the object and the method of the study. The second part is the overview and marketing environment analysis of Amway (China) daily consumers'goods Ltd. Based on the introduction of Amway's global business and Chinese market business, through the analysis of macro-environment and business environment, taking into account of company's current situation and competitive trend, using SWOT analysis method, this article proposes the future multi-business strategy. The third part is the study of Amway (China) daily consumers'goods Ltd.'s marketing strategy. The three main kinds of products are skincare and color cosmetics, nutrition and healthcare and personal homecare. The products have stronger profitability, higher brand reputation but the products'pricing system is simple. Amway's channel strategy uses the stair, multi-layer direct selling form. The encouragement of compensation system is relatively remarkable. Promotion strategy mainly focuses on the personal selling and meantime also more on Ads and public relation. The fourth part is the conclusion and recommendation. After the analysis of Amway's channel and the advantage of being on the lead of product technique, in the aspect of the product and pricing strategy the article proposes to enhance the creation and competition ability of product; to perfect the brand management system and to assign timely and appropriate market price and pay more attention to the benefit of customers. It is also proposed in the aspect of channel and promotion strategy to enhance standardization and make training system perfect. Facing the acute competition domestic and abroad, systematically analyzing the marketing strategy of the transnational companies in China as Amway has the guiding and practical significance for domestic enterprises to carry out more effective marketing strategy.