精準行銷應用在多層次傳銷公司關鍵因素之研究

摘　要論文名稱：精準行銷應用在多層次傳銷公司關鍵因素之研究　　頁數：68 校所別：國立臺北商業大學企業管理系(所) 畢業時間：一百一十二學年度第二學期　　　　　　　　　　　學位：碩士研究生：王玉萍　　　　　　　　　　　　　　　　　　　　　指導教授：葉清江關鍵字：多層次傳銷、精準行銷、八馬公司、決策性實驗分析法(DEMATEL) 2014年1月29日多層次傳銷管理法開始公布實施，台灣的多層次傳銷產業正式進入合法化，八馬公司成立迄今邁入第14年，近幾年隨著傳統行銷通路中大數據及AI的孕育而生，精準行銷對於企業進行消費者行為決策時顯得更加重要，而多層次傳銷公司的客戶群是透過消費者以會員制加入公司，對於加入成為傳銷公司的會員之後，透過會員對於公司的認同與肯定並且投入傳銷事業的市場，因此傳銷公司更能夠從會員加入的那一刻開始，掌握住顧客的需求，本論文主要研究精準行銷應用在多層次傳銷公司關鍵因素，透過八馬公司的會員們做問卷填答，並採用實驗分析法(DEMATEL)分析法，尋找出精準行銷模式應用在多層次傳銷公司的重要關鍵因素，也可作為傳銷公司未來進行銷決策之參考。

關鍵字

多層次傳銷；精準行銷；八馬公司；決策性實驗分析法(DMATEL)

並列摘要

ABSTRACT Title：Research on the Key Factors of Precision Marketing in Multi-level Marketing Companies Pages：68 School：National Taipei University of Business Department：Department of Business Administration Time：June, 2024 Degree：Master Researcher：Wang, Yu Ping Advisor：Yeh, Ching Chiang Keywords：Multi-Level Marketing, Precision Marketing, Total Swiss, Decision Making Trial and Evaluation Laboratory (DEMATEL) On January 29, 2014, the Multi-Level Marketing Supervision Act was promulgated and implemented, and Taiwan's multi-level marketing business was officially legalized. The establishment of, Total Swiss International Co. Ltd has entered its marketing channels and has now been in operation for 14 years. In recent years, with the rise of big data and AI in traditional marketing, precision marketing has become increasingly vital for businesses to make decisions regarding consumer behavior. In multi-level marketing companies, the customer base is established through consumers joining the company on a membership basis. The customer base of multi-level marketing companies comprises individuals who join as members, and after they join, from their recognition and affirmation of the company, they actively engage in the multi-level marketing business. As a result, multi-level marketing companies can grasp and understand customer needs from the moment those individuals’ become members. This dissertation aims to study the key factors of applying precision marketing in multi-level marketing companies. The research data is obtained from the questionnaire filled out by members of Total Swiss International Co. Ltd and utilizes the Decision-Making Trial and Evaluation Laboratory (DEMATEL) analysis method. Identifying the crucial factors of applying precision marketing models in multi-level marketing companies can also serve as a reference for marketing decision-making in these companies in the future.