創業行銷如何促進直銷商創業歷程：動態調整觀點

本研究以創業行銷為理論視角，採取歷程研究法，以具時間順序的事件為基礎，探索個別直銷商之創業歷程。我們採取了多重資料搜集方式，結合焦點團體訪談法與深度訪談法進行研究。根據研究結果，本研究發展出創業行銷動態調整模式與二大關係管理機制。此結果除了填補直銷產業在個人層次經營策略的理論缺口外，亦深化學界對創業行銷動態性的了解。此外，本研究也將過去焦點多置於交易導向之西方直銷研究，延伸至關係導向的華人市場，而發現關係網絡經營的重要。在實務貢獻上，研究結果將可協助直銷商與以人際導向為主的微型創業者，發展個人事業經營方針，也可做為直銷企業規劃直銷商訓練課程內容之參考。

關鍵字

直銷產業；直銷商；創業歷程；創業行銷；歷程研究

並列摘要

This study intends to examine the entrepreneurial process of individual direct sellers from the perspective of entrepreneurial marketing, and adopts the process method where events in chronological order are scrutinized. This study collects data from triangular sources and combines the focus group interviews with in-depth interviews to examine 14 direct sellers selected from one domestic, and one foreign direct selling brand, respectively. We develop a dynamic model of entrepreneurial marketing. The results show that two relational management mechanisms are crucial to the successful transformation towards the next entrepreneurial phase. The findings not only fill the academic gap in individual-level direct-selling strategy, but also shed light on entrepreneurial marketing theory by providing insights regarding how resources and initiatives are modified, which deepens the understanding of its dynamicity. Moreover, this research extends the transaction oriented Western studies on direct selling to the 'quanxi' (Relationship) oriented Eastern context that especially values relational network. In practices, the findings could assist direct sellers and interpersonal-oriented micro-entrepreneurs to develop personal business tactics, and serve as references for direct selling companies to plan for training program of brand affiliates (BA) and brand representatives (BR).

並列關鍵字

direct selling industry ； direct seller ； entrepreneurial process ； entrepreneurial marketing ； process research

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