The Research On Marketing Strategy Of Amway

This article mainly studies the marketing strategy of Amway (China) Co., Ltd.Amway is a transnational direct selling enterprise. It uses the marketing strategy which is suitable to the Chinese situation when it extends its market in China. It brings the enterprise marketing strategy into full play, adopting store plus personal selling, Amway succeeds in Chinese market.This article consists six parts.The first part is an introduction. It introduces the background, frame and the meaning of the study.The second part is the theory summary. It introduces the marketing environment analysis theory, SWOT analysis theory, STP theory and marketing strategy built-up theory.The third part is the marketing environment analysis. It consist outer environment analysis, inner environment analysis and SWOT analysis.The fourth part is the establishment of Amway (China) Co., Ltd's marketing strategy. It consist strategy target, target market and marketing situation, marketing built-up strategy. There are five kinds of products. Nutrition healthcare, color cosmetics, personal care, homecare, cooker. The products have stronger profitability, higher brand reputation. It uses the same price strategy. Its channel strategy is store plus personal selling. Promotion strategy mainly focuses on the personal selling and meantime advertisement and public relation.The fifth part is the enforcement and controlling of the marketing strategy. It mainly introduces the possible problem and policy in the process of the enforcement.The sixth part is the conclusion. Amway (China) is existed for 13 years. It went through alteration and establishment of law of direct selling. Amway (China) becomes more mature today. It has the advantage of products, transport, finance, information. It succeeds in competition. It also needs perfection.Analyzing the marketing strategy of Amway has the significance for domestic enterprises to carry out more effective mar keting strategy.