多层次直销模式剖析.pdf

I 摘要多层次直销上世纪90年代初进入中国,在我国十余年的发展历程中,有的直销公司取得了辉煌的销售业绩,有的直销企业产生不久就灭亡了,但更值得注意的是随之也产生了大量的非法传销公司,严重破坏了正常的经济秩序,带来了极大的社会危害。虽然《直销管理条例》及《禁止传销条例》分别于2005年11月1日和12月1日正式颁布实施,明确禁止了以团队计酬为特征的多层次直销,但社会各界对多层次直销模式是否应存在还有很大争议,众说纷纭。本论文正是针对多层次直销在中国发展的这种现实,通过阅读大量相关文献以及和一些多层次直销从业人员深入细致的沟通,从营销学的角度揭露了多层次直销模式与非法传销并无本质区别的实质,并通过对当前各种营销模式的比较得出网络营销是未来营销模式发展的趋势这一结论。第1章多层次直销发展概述,介绍了直销的产生、发展及现状,其中包含多层次直销在国外的发展情况。多层次直销在美国是允许的,但在德国却是被禁止的。第2章是多层次直销在中国的发展现状。本章阐述了多层次直销在我国十余年的发展历程,着重介绍了政府在规范多层次直销过程中所作出的努力、公众舆论对直销企业褒贬不一的态度以及企业界对多层次直销模式跃跃欲试的现状。第3章是多层次直销模式剖析,介绍直销模式的理论基础、运作要素及运作特点,并分析了成功直销企业能够快速成长的深层次原因。同时通对多层次直销与非法传销异同点的分析得出二者并无本质区别的结论。第4章是不同营销模式的比较,对多层次直销、传统营销以及网络营销进行了比较分析。认为网络营销具备多层次直销模式的诸多优点,并且弥补了多层次直销的一些不足,是21世纪营销发展的趋势。关键词:多层次直销模式剖析发展趋势河北经贸大学硕士学位论文II Abstract Multi-level marketing in the early 1990s to enter China in the country's more than 10 years of development history, some direct panies have made brilliant sales performance, and some will soon be in marketing enterprises have perished, but more importantly, it is worth noting that panied this have a large number of illegal pyramid pany, and seriously undermined the normal economic order, and bring great harm to society. Although the "Direct Management Ordinance" and "the prohibition of pyramid schemes" in November 1, 2005 and December 1 formally promulgated and implemented, the team explicitly prohibit payment for the characteristics of multi-level marketing, but munity on a multi-level marketing whether there should be a pattern there is a great controversy and controversial. This paper is for multi-level direct selling in China's development of this reality, by reading literature and the large number of multi-level direct selling and some practitioners in-depth and munication, marketing from the perspective of exposing a multi-level marketing model and illegal pyramid scheme and no essential difference between the real, and through various marketing mode on the current parisons work marketing model is the future trend of the development of the ulti