| ABSTRACT | 第4页 |
| 摘要 | 第5-7页 |
| Chapter One Introduction | 第7-11页 |
| 1.1 Research Background | 第7-9页 |
| 1.2 Research Significance | 第9页 |
| 1.3 Research Questions and Data Collection | 第9-10页 |
| 1.4 Structure of the Thesis | 第10-11页 |
| Chapter Two Literature Review | 第11-18页 |
| 2.1 Studies of Application of the Direct Selling Abroad | 第11-13页 |
| 2.2 Studies of Application of the Direct Selling at Home | 第13-16页 |
| 2.3 Summary of Previous Literature | 第16-18页 |
| Chapter Three Theoretical Framework | 第18-21页 |
| Chapter Four Analysis of the Direct Selling Model of Amway China by Hofstede’s Cultural Dimensions Theory | 第21-49页 |
| 4.1 Success of Amway China’s Original Direct Selling Model | 第21-30页 |
| 4.1.1 In Conformity with Collectivism | 第22-25页 |
| 4.1.2 In Conformity with Long-term Orientation | 第25-27页 |
| 4.1.3 In Conformity with Masculinity | 第27-30页 |
| 4.2 Success of Amway China’s Reformed Direct Selling Model | 第30-38页 |
| 4.2.1 In Conformity with Strong Uncertainty Avoidance | 第31-33页 |
| 4.2.2 In Conformity with Collectivism | 第33-35页 |
| 4.2.3 In Conformity with Large Power Distance | 第35-38页 |
| 4.3 Problems of Amway China’s Current Direct Selling Model | 第38-49页 |
| 4.3.1 Problems with Restraint | 第40-44页 |
| 4.3.2 Problems with Strong Uncertainty Avoidance | 第44-49页 |
| Chapter Five Conclusion | 第49-53页 |
| 5.1 Major Findings of the Research | 第49-51页 |
| 5.2 Limitations | 第51-52页 |
| 5.3 Suggestions for Further Research | 第52-53页 |
| Bibliography | 第53-56页 |
| 发表论文及参加科研情况说明 | 第56-57页 |
| Acknowledgements | 第57-58页 |
