直銷品牌之行銷策略與顧客關係管理之研究
-以A直銷公司為例

由於現今崛起之多層次直銷業日益增加，使得競爭激烈，而在有限的市場需求下，既存在的直銷商勢必需要隨著時代的進步做創新及改變，以突顯與其他競爭者之差異性優勢，然而關於多層次直銷的合法、合理性之相關爭議，從來沒有停止過。本研究主要先確定研究主題與方向，從而展開出研究背景動機及目的，接著進行相關文獻的收集及統整，籍由歷史文獻理論的回顧與整理，建立本研究之架構，並且選擇個案研究之方法，將相關資料加以統計與分析，進而產生結論與建議。多層次直銷產業與傳統企業最大的不同在於，直銷商不僅進行銷售商品的行為，還帶給了消費者一個事業機會、一種生活態度、甚至是一個人生夢想，最終實現在企業社會責任上。

關鍵字

多層次直銷；行銷策略；顧客關係

並列摘要

Due to the increasing number of direct selling industries in the current rise, the competition is fierce. Under the limited market demand, the existing direct sellers must innovate and change with the progress of the times to highlight the difference with other competitors. However, the disputes about the legality and rationality of multi-level direct sales have never stopped. This research mainly determines the research theme and direction, and then develops the research background motivation and purpose, and then collects and integrates relevant literatures. Based on the review and collation of historical literature theory, the framework of this research is established, and case studies are selected. Methods, statistics and analysis of relevant data, and then produce conclusions and recommendations. The biggest difference between multi-level direct selling industry and traditional enterprises is that direct sellers not only carry out the behavior of selling goods, but also bring consumers a career opportunity, a life attitude, and even a life dream, and ultimately achieve corporate social responsibility.