【正文】 好地穩(wěn)定顧客群體，使其成為安利品牌的忠實(shí)用戶。安利的成功對我國的直銷企業(yè)有著十分重要的啟示，對其研究具有十分重要的意義。我國直銷企業(yè)乃至所有企業(yè)都應(yīng)將產(chǎn)品質(zhì)量放在首位，以產(chǎn)品質(zhì)量來樹立品牌形象，結(jié)合其他營銷策略，最終獲得一個穩(wěn)定的市場份額。通過對員工的培訓(xùn)，既提高了員工的激情、能力，還促進(jìn)了產(chǎn)品的銷售，最終實(shí)現(xiàn)雙贏。企業(yè)文化的建設(shè)可以凝聚員工，可以提高員工對企業(yè)的認(rèn)同感，提升凝聚力。我國直銷企業(yè)應(yīng)當(dāng)結(jié)合自己的企業(yè)產(chǎn)品和品牌定位進(jìn)行企業(yè)文化建設(shè)，做到企業(yè)真正健康穩(wěn)定的發(fā)展。無論如何定價，最終的根本還是要注重產(chǎn)品的質(zhì)量，要讓消費(fèi)者感覺物有所值，在既定價格和產(chǎn)品消費(fèi)后仍會進(jìn)行二次及后續(xù)購買消費(fèi)行為。既不能夜郎自大，更不能固步自封。通過對安利公司在中國的營銷模式分析，探究其在中國的營銷策略，給我國直銷企業(yè)帶來啟示。、分析、計劃、執(zhí)行和控制[M].上海：上海人民出版社，1999.[21]Yien，Juimei， factors affecting Amway Taiwan distributors intentions to participate in continuing education(china)[D].UNIVERSITY OF SOUTHDAKOTA，2004.[22]Patty Charles for Determining the Feasibility of Direct Selling as a Means of Introducing New Consumer Products[D].Ndiana University，Kelley School of Business，1963.[23]Phd Camey，John marketing relationships in entrepreneurial direct selling organizations[D].the University of Oklahoma，1994.附 錄Direct the course of developmentDirect Marketing is exotic, historical experience and lessons tell us that when things abroad to enter China, the generally mature in foreign markets and may even have something new to replace, in order to maintain the old model to extend the life cycle, often to develop new sales model as well.From the time of analysis, direct sales into China in the early 90s, is the world’s Code of Ethics issued on the eve of distributors, direct sales model in the world direct Union had enough lessons learned and management, direct marketing Yao follow Shichanggui1v fair petition in the world direct Union Association and the law has been available in the form of management of direct marketing tool that the pros and cons , the direct sales into China during this period is the direct sales pany to maintain the old mode of operation of the , China’s reform and opening up policy 90, the policy of the inevitable to address the employment needs of individuals through direct fortunes of the temptation to make direct run wild, spread quickly in the land of China.The development of China’s direct selling industry is very tortuous, from the late 80s, the Japanese pany selling magnetic healthcare mattress Japan Life to carry out direct sales operations in China, the Chinese direct sales began.November 14, 1990 the pany Avon’s direct selling pany, as the first officially registered, due to the special situation in China, direct sales into China in the beginning, with those on the direct sales model and use of illegal pyramid, rodents fraud organizations interpretation of the plex struggle has experienced the risechaosout of controlconsolidation phase(in April 19901, 998)and then into the transition, (July 1998)until the end of 2005, two ordinance introduced in 2006 into an innovative direct marketing in China first year.Direct access to China’s first, because people do not know of direct marketing，academics, theorists, management sector, the media is not enough research on direct selling, not caused by the sales model resulted in the use of illegal moneymarking pyramid organizations rushed into the sky, the development of chaos out of control, or even distributors to intercept the train, gang fights, murders and other serious incidents affecting public deduction under the ID card after the brainwashing class, forcing others to join the pyramid scheme and so the cycle continues, a serious departure from the tendency of the economic track, causing social seriously, some direct sales force education and training organizations in the process of spreading has obvious political leanings of the speech, incitement to discontent on society and the government, especially those from outside the classroom to promote use of direct speech wrong ideology, some may be no intention to, and some people with ulterior motives are clear, making the organization of direct sales personnel there any signs to political organization.Illegal pyramid scheme for the country more and more disputes, the Government had to take strict 11, 1994, SAIC issued “stop multilevel marketing activities on a cirular offense”(article 233), September 22, 1994 SAIC recurrence “on the multilevel marketing activities in the investigation Notice of violation”(240