257

The Mode Change of Direct Selling in China from Studying the Advertising Communication Strategy of Amway

Li Zhen

135510275

TEL 86 20-34027136E—MAIL eagle_831024@yahoo.com.cn

2005

258

AbstractThe Chinese Authorization had issued the Regulation on Direct Selling in 2005,

that means the management and trading of Direct Selling in China would have a new

direction. Although the Multi-Level Marketing is not permitted in this statue, many

direct selling corporations still indicated their belief and confidence to the Chinese

market. In order to adapt to the situation and deal with the tough competition, these

corporations changed their measurements from the mode of Direct Selling to the

marketing communication strategy. This paper studied the changes in the advertising

communication strategy. Now in China, Amway and Avon are promoting their

advertisements positively. Because of the special mode, Amway’s change could indicate

the effort which the foreign corporations made for the Chinese Market. So, Amway’s

advertisement is the subject in this paper. The contents, prolocutors and choice of media

are the objects. It is hoped to find rules in the advertising communication of Direct

Selling, and which can direct the future study objects.

Keywords Direct Selling, Multi-Level Marketing, Advertising Communication

259

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