內部行銷理論在直銷員管理與激勵中的運用

The Employment of Internal Marketing Theory in Management and Incentives of Distributors

陳照陽(Eva-Zhaoyang Chen) ； 孫選中(Xuan-Zhong Sun)

《直銷管理評論》 1卷2期 (2009/10) Pp. 121-164

https://doi.org/10.6201/DSMR.2009.1(2).06

摘要

直銷這種經營模式引入中國後，經歷了快速發展、一度的混亂、失控，中國政府的全面整頓，直至2005年，中國國務院通過《直銷管理條例》、《禁止傳銷條例》，這兩部條例的頒布是中國政府對直銷市場進行管理和規範的新起點。考慮到中國直銷市場的特殊性和直銷管理的複雜性，現階段的中國法律法規只允許直銷企業從事單層次的直銷活動，國際直銷行業中流行的「吸收下線」、「團隊計酬法」等多層次直銷的經典直銷商激勵制度，在現階段的中國無法使用。如何進行因應的經營戰略調整，對直銷商進行激勵，是擺在直銷企業面前的一個亟待解決的問題。本文試圖將內部行銷的理論引入到直銷企業經營管理變革中，通過探討在直銷企業直銷商管理系統中採用內部行銷工具，來設計直銷企業對直銷商的激勵模式和直銷商顧客導向的培養方法，探索直銷企業對直銷商的新管理與激勵方式。

關鍵字

直銷 ； 單層次直銷 ； 內部行銷 ； 工作滿意 ； 顧客導向

並列摘要

The business model of direct selling was introduced in China in the 1980s, and has experienced rapid development, a period of confusion and out of control, and the government's comprehensive rectifications. Until 2005, the State Council promulgated the ”Administration of Direct Selling Regulations” and ”Prohibition of Pyramid Selling Regulations”, which becomes the beginning of the supervision and regulation of the Chinese government. Taking the particularity of Chinese direct selling market and complexity of the supervision of direct selling into account, only the single-level direct selling activity is allowed according to the national laws and regulations at this stage. The prevailing classic incentive systems-”Absorption of the subordinate”, ”Paying bonus based on the teamwork” etc. from the Multi-level Marketing, in the international direct selling industry, can not be employed at the present stage in China. How to make the appropriate adjustment of operational strategy, so as to encourage the distributors, is an urgent problem needed to be resolved by the direct selling enterprises. This paper attempts to introduce the theory of internal marketing into managerial transformation of the direct selling enterprises, through probing into the employing of the internal marketing tools into the management system of the direct selling to design the distributor's incentive model and the cultivation of customer-oriented concept, and to explore the new managerial approach and incentive model in the direct selling enterprises.

並列關鍵字

direct selling ； single-level direct selling ； internal marketing ； job satisfaction ； customer-oriented