The Communication Of Amway(China)'s Direct Selling And Its Adjustment In The Context Of New Media

Since the 1990 s,direct selling has experienced 30 years of development in China.Direct sales personnel quickly master their communication methods,content and skills in the form of copy and paste,and then quickly transfer to new direct sales personnel.Different from daily communication methods,direct selling mainly achieves the rapid development and growth of direct selling companies through organizational communication,interpersonal communication and other communication methods.This study takes the Amway(China)Commodity J team as an example.Through investigating various direct marketing communication methods,understand Amway's direct marketing communication characteristics.This article uses a research method that combines participatory observation with in-depth interviews.Firstly,we discuss the process and characteristics of direct marketing,and then use text analysis to observe why the content of direct marketing can produce a "brainwashing" effect.At present,Amway is in the process of transformation of the "traditional direct sales and social ecommerce" model.Therefore,combined with the current situation of new media,this article also studies the communication progress and debugging in the transition process from traditional direct sales to "new direct sales",and puts forward references and reflections on the direct communication communication effect of the direct sales industry.The study found that the small team's communication,marketing communication,communication with the help of others,and other communication methods in direct marketing are closely coordinated,which play an important role in improving the direct marketing communication effect.There are three characteristics of direct marketing communication.First,continuous communication in a specific information environment.Second,oral word-of-mouth communication and relationship exchange.The third is that the content of the communication is consistent with people's values and other characteristics.These characteristics have an important influence on the communication effect.During the communication process,direct sellers will pay attention to the psychological needs of the audience and give full play to the leadership opinion leaders.These characteristics make direct marketing communications different from communications established through ordinary "buy and sell" relationships,and increase the number of users.In daily communication,in order to achieve better communication results,we need to pay attention to the powerful force of face-to-face communication,establish a variety of relationships with users,and at the same time do a good job in online communication and improve offline conversion rates.Of course,daily communication should also pay attention to the lessons learned from direct marketing communication to minimize the generation of negative professional stereotypes.