Research on Amway (China) Direct Selling Model

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Project Title: Research on Amway (China) Direct Selling Model
Author: Mr. Huang Wei Jing
Advisor: Doctor Chai Thanichanun
Degree: Master of Business Administration
Major: Business Administration
Faculty: Graduate Schools
Academic year: 2017


Huang, Wei Jing. (2017). Research on Amway (China) direct selling model. (Independent study, Master of Business Administration). Bangkok: Siam University.


Direct selling originated in the United States and was first successful in Amway in the United States.Soon after, it quickly spread to European countries and prevailed. But there was a problem with the imperfect sales. Amway has been sued by the federal trade commission for its illegal business practices.And the resulting decision is normal channel selling of goods to win victory.The success of Amway has brought back the vitality of the direct selling industry and become a legal new marketing model.After the successful transformation of Amway, in 1995 for “non-store direct selling model” formally entered China.At present, Amway’s marketing area in China has been distributed in 31 provinces, which is the largest direct selling enterprise in China.This article through to the Amway direct selling model, in-depth studies are aimed at the Amway direct selling model of success, in order to study the reasons for the success of the direct selling mode of Amway (China) company.With the continuous development of the economy, the direct selling mode is also changing, Amway (China) direct selling model where the advantage of the success, and its model what is insufficient, is the meaning of this article research.

The research method adopted in this paper is qualitative analysis, and descriptive analysis of the paper is carried out by using references analyzing and induction method.The main theories used in this study include: PEST enterprise environment analysis, 4P marketing theory, Porter’s five forces model, SWOT analysis,etc.

Keywords:  Direct selling, Amway(China)company, direct selling model, 4P marketing theory, Porter’s five forces model, SWOT analysis.

Research on Amway (China) Direct Selling Model

International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand

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