多層次傳銷組織之成功關鍵因素探討

本研究以葡眾公司為個案研究對象(以下簡稱P公司），是台灣本土第一大之多層次傳銷公司，母公司葡萄王生技品牌歷史悠久、信用好、股票上市上櫃公司。綜觀多層次傳銷根據世界直銷聯盟(World Federation of Direct Selling Association）2019年公佈，全球直銷業營業額排行前十名國家台灣位居第10名，而行政院公平交易委員會調查，台灣傳銷市場營業總額年年增加，至2021年傳銷市場總額高達1068.45億元台幣並仍持續成長中，顯示出多層次傳銷是個非常值得探討的重要產業。本研究藉由半結構訪談方式，訪談P公司成功經營之全職經銷商，並採用SWOT分析、4C分析、PEST分析及STP分析探討組織之成功關鍵因素，提出具體建議，以供多層次傳銷產業組織經營之參考。本研究歸納重要結論如下：(1)分析產業現況；(2)評估傳銷公司黃金金三角：公司、產品、制度；(3)選擇一家體制穩健，經的起市場考驗的傳銷公司；(4)成功必做的學習，強化心態及基本功；(5)多層次傳銷團隊合作之成功關鍵。

關鍵字

多層次傳銷；成功關鍵；合法與變質之多層次傳銷比較； SWOT分析

並列摘要

This study takes Proparner Company as the case study object (hereinafter referred to as P Company), which is the largest multi-level marketing company in Taiwan. Looking at multi-level marketing According to the announcement of the World Federation of Direct Selling Association (WFDSA) in 2019, Taiwan ranks 10th among the top ten countries in the global direct selling industry in terms of turnover. However, according to the survey by the Fair Trade Commission of the Executive Yuan, the total turnover of Taiwan's MLM market it has increased year by year, and by 2021, the total MLM market will reach NT$106.845 billion and is still growing, showing that MLM is an important industry. This study uses semi-structured interviews to interview the full-time dealers successfully operated by P Company, and uses SWOT , 4C, PEST and STP four analysis to explore the key factors of the organization's success, and puts forward specific suggestions for MLM industry organizations. The important conclusions of this study are as follows: (1) Analyze the current situation of the industry; (2) Evaluate the golden triangle of MLM companies: company, product, system; (3) Choose a MLM company with a stable system that can stand the test of the market; (4) Successful Must-do learning, strengthening mentality and basic skills; (5) The key to the success of MLM teamwork.