Abstract:After China entered WTO，the traditional marketing barrier has been gradually broken by the process of integration of the global economy. China’s old relatively independent marketing mode is perfectly placed by market economy in an international environment. China has entered an era of fierce competition. Under this situation, all the business have to do in-depth of integration in product development, marketing channels and market mode, make strategic adjustment to the narrow-minded thinking under the opening environment, in order to open up a more scientific and effective way to making money. With the rapid development of China's market economy, the concept and mode of product’s distribution has changed dramatically, the trend of the transformation of distribution channel is imperative. Therefore, as the popular marketing mode “direct selling” in western has become the focus by people's attention. As the world’s largest and most successful direct selling company, Amway has almost an equal sign on the direct selling mode in the public mind. Today, Amway Corporation has successfully accessed to the Chinese market; its unique direct selling mode and marketing strategy bring new things to the Chinese market. Also, it brings new inspiration to Chinese enterprises. Especially under today's legal and illegal selling mode, we have to discuss this multinational business company’s development experience, so that we can learn from the Amway Corporation which can be utilized by ourselves.

Key words: direct selling mode; Amway (China); marketing strategy

中文摘要:我国加入WTO后，传统的营销壁垒随着全球经济一体化的进程而被逐渐打破，中国过去相对独立的营销市场模式完全置于一个国际化的大环境之中，中国进入了一个激烈竞争的时代。随着我国市场经济的深入发展，产品的分销理念及其模式也在急剧的变革，销售渠道的转化趋势已经势在必行。因此，作为西方世界流行的“直销”这种营销模式，便成为人们重点关注的焦点之一。

　　　作为全球规模最大、经营最成功的直销公司，安利在公众心目中几乎已经和直销模式画上了等号。今天，安利公司已经成功地打进了中国市场，其独特的直销方式及市场营销策略必然给中国市场带来新鲜的气息，给中国企业带来新的启示。特别是在当今合法直销和非法传销鱼龙混杂的情况下，更需要去探究这家跨国巨头的经营模式，从而我们知道可以从安利公司身上借鉴哪些发展经验。

关键词：直销模式，安利（中国）， 市场策略