:“直销”是 90年代后国外传入我国的一种新兴的营销方式 ,被企业称为“第三代营销方式”。本文主要是从直销的方式与类型、直销的作用与局限 ,以及在我国市场经济条件下推行实施直销存在的问题与对策等作些初步的探讨 ,以期对我国营销方式的新拓展能有一定的借鉴和推动作用。 : “Direct selling” is a new marketing method introduced to our country from abroad in the 1990s and is called “the third generation marketing method” by the enterprises. This article is mainly from the direct marketing methods and types, the role and limitations of direct marketing, as well as the implementation of direct marketing in China under the conditions of the existing problems and countermeasures such as some preliminary discussions, with a view to the new development of China’s marketing can have some Reference and promote role.