China's Direct Selling Industry Marketing Communications An Integrated Model

This paper studies the process of the development of direct sales from the point of sales. And through the analysis of sale roles and spread ways, discuss the mode and the characteristic of direct sales in our country.By analyzing the roles in direct sales, study the constitution of roles in direct sales. And analyzing different roles have different statuses, posts, functions and relations. On spread ways, it researches the characteristics of different ways, different functions of each spread way, and relations among these ways. Meanwhile, it studies commercialized transmission by persons. And this is the base of direct sales transmission, plays a very important part in direct sales transmission.At the base of these studies, the article raises the aspect of the integration of direct sales transmission, indicates the speciality of direct sales transmission in China. The integration of transmission in China is the reflection and the development of the integration raised by TANG. The difference between " the integration of direct sales transmission" and "integrate the direct sales" is that who is the main body of the integration. The main body of "the integration of direct sales transmission" is the terminal, but the monitor of "integrate the direct sales" is enterprise. The monitor of the transmission integrated by direct sales is the terminal.The system of direct sales in China emphasis the marketing personnel's position and contribution affirm their core function in the marketing process. It put forward the concept of bio-main body marketing pattern and secondary marketing. These tow concept illustrates the conformity mode of domestic direct marketing.