Multi-Natinal Corporation Relationship Marketing Strategies in China---Case Study in Amway (China)
Abstract
The article focuses on the relationship marketing strategies of direct selling company Amway (China), finding out how it uses the relationship marketing strategies in market, how it builds relationship with Stakeholders. In this paper, the author try to analyze the Amway (China)’s relationship marketing practice with the Six Markets Model, in order to find out the practice what is worthy of being learn and what is need to improve. The purpose of this article is to provide some references of relationship marketing strategies in China when some international business to come into the Chinese market.
Keywords
relationship, marketing, multi-national business, strategy, Amway, China
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PDFReferences
Mark Godson (2009). Relationship marketing. Oxford University Press.
Evert Gummesson, (2008). Total Relationship Marketing. Published by Elsevier ltd.
Pratt, Michael G. the Good, the Bad, and the Ambivalent: Managing Identifi cation among Amway Distributors. [online]
article from Business Source Premier [ accessed 5/4/2021]
Levin, Dan. Amway’s China Redux. Forbes Asia; 9/7/2009, Vol. 5 Issue [online] article from Business Source Premier
[ accessed 5/4/2021]
The writer worked in Marketing Department of Amway (China)Limited Corporation as a marketing supervisor
-2010.
DOI: http://dx.doi.org/10.18686/fm.v6i3.3607
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