| ABSTRACT | 第1-7页 |
| 摘要 | 第7-9页 |
| CONTENT | 第9-12页 |
| Ⅰ Brief Introduction of Direct Selling | 第12-28页 |
| ·The History of Direct Selling | 第12-14页 |
| ·The Definition of Direct Selling and Patterns of Direct Selling | 第14-19页 |
| ·What is Direct Selling | 第14-17页 |
| ·The Patterns of Direct Selling | 第17-19页 |
| ·Direct Selling in the USA | 第19-22页 |
| ·The World Brief View of Direct Selling in 2004 | 第22-24页 |
| ·The Future of Direct Selling in the World | 第24-28页 |
| Ⅱ Multi-Level Marketing and Pyramid Selling Scheme | 第28-34页 |
| ·The Definition of Multi-Level Marketing | 第28-29页 |
| ·The Legality of Multilevel Marketing | 第29-30页 |
| ·Pyramid Selling | 第30-32页 |
| ·How to Differentiate Illegal Pyramids from Lawful Direct Selling Businesses: | 第32-34页 |
| Ⅲ Direct Selling In China—An Opening Door | 第34-46页 |
| ·The Development of Direct Sales in China(1990-2005) | 第35-38页 |
| ·Newly Released Regulations | 第38-40页 |
| ·Market Overview | 第40-41页 |
| ·Competition | 第41-43页 |
| ·Market Access | 第43页 |
| ·Market Entry | 第43-46页 |
| Ⅳ The Analysis of Amway in China | 第46-71页 |
| ·Brief Introduction of Amway | 第46-47页 |
| ·The Characteristics of Amway Business Operation in China | 第47-52页 |
| ·Amway's Two-Level Marketing Channel | 第47-49页 |
| ·Product Positioning | 第49-50页 |
| ·Characteristics of Amway Marketing | 第50-52页 |
| ·The Reasons for Amway's Success in China | 第52-64页 |
| ·Amway's Competitive Marketing Strategies | 第52-57页 |
| ·The Localization Strategy | 第57-59页 |
| ·The Excellent Product Quality and Research Power | 第59-60页 |
| ·Its Humanized Compensation Plan | 第60-62页 |
| ·Contribution to The Society and Effective Communication with the Government | 第62-63页 |
| ·Using E-commerce | 第63-64页 |
| ·The Relative Factors to Affect the Future of Amway in China | 第64-68页 |
| ·How to Meet the Demands of Direct Selling Regulation | 第64-66页 |
| ·The Internal Marketing Management | 第66页 |
| ·The Competition | 第66-67页 |
| ·The Existing Problems | 第67-68页 |
| ·Some Suggestions for Amway's Development in China | 第68-71页 |
| ·To Keep its Superiority after the Effect of Regulations | 第68页 |
| ·The Stability of Sales Force | 第68页 |
| ·To Strengthen its Brand Strategy | 第68-69页 |
| ·To Speed its E-commerce | 第69-70页 |
| ·To Cooperate With Other Industries | 第70-71页 |
| Ⅴ The Future of Direct Selling in China | 第71-84页 |
| ·The Opportunities | 第71-74页 |
| ·The Implement of the Direct Selling Laws | 第71-72页 |
| ·The Stable Economic Growth | 第72-73页 |
| ·The Expanding Elderly Population | 第73页 |
| ·To Meet the Demands of Building Their Own Business | 第73-74页 |
| ·The Challenges | 第74-75页 |
| ·To Meet the Regulations | 第74页 |
| ·The People's Bias to Direct Selling | 第74-75页 |
| ·Severe Competition | 第75页 |
| ·Market Trend | 第75-77页 |
| ·The Impact of Direct Selling On the Chinese Companies | 第77-81页 |
| ·Shorten the Distribution Channel | 第77-78页 |
| ·Online Selling is Necessity | 第78-79页 |
| ·To Foster a Complete Training System | 第79-80页 |
| ·Perfect After-sale Service | 第80-81页 |
| ·The Development Strategies of Direct Selling Industry in China | 第81-83页 |
| ·To Make Good Use of Localization Advantages | 第81-82页 |
| ·The Merge and Acquisition of Companies | 第82页 |
| ·To Strengthen the Industrial Regulation | 第82-83页 |
| ·How Other Chinese Companies Learn from Direct Selling | 第83-84页 |
| Ⅵ Conclusion | 第84-86页 |
| REFERENCES | 第86-87页 |
| ACKNOWLEDGEMENTS | 第87-88页 |
| 东北财经大学研究生学位论文原创性声明 | 第88页 |
| 东北财经大学研究生学位论文使用授权书 | 第88页 |
