多層次傳銷之創新通路與整合式行銷

台灣傳銷業正式步上軌道，肇自於八十一年公平交易法及多層次傳銷管理辦法公佈之後。透過此一管理辦法的頒布，讓一般民眾不再視傳銷為可怕的錢坑怪獸，並且逐漸接受傳銷為一種行銷通路，同時也給予更多的人有白手起家的機會，營業額也日漸穩定成長，社會已能普遍接受此一行業存在；現今因為新鮮度不再，各家傳銷公司只能從專屬產品、制度，這些項目中去尋求差異化，但是卻是塑造相同的夢想。由於無法從通路的差異化去建立新的傳銷通路，傳銷業正面臨通路瓶頸的突破。如何創新通路，甚至將傳統行銷通路與傳銷制度結合，建立專屬的通路品牌，可能是未來傳銷業轉型的契機。現今傳銷市場上，已經有新式的通路模式在運作，透過此一經營模式(business model)，可以容納所有現今傳統通路產品進入此一系統，並將其原本屬於商家或供應商的利潤，提撥部分當作獎金，亦即利用傳統通路的經營概念，從事多層次傳銷的業務。通路建立之後，可以不受商品週期與流行趨勢之限制，隨時可以更新貨架商品，並且輔以傳銷會員制度，可使得會員將不再只是經營者的型態，而是會有更具基礎的消費會員支撐，而且不需要變更日常生活常用的品牌。本研究以個案研究專訪的方式，分析所得結果如下： 1.多層次傳銷公司在產品策略中，產品銷售的型態改變，產品項目多元化。 2.獎勵制度中獎金來源、分配的差異點 3.通路行銷策略：實體通路的建立與通路品牌的建立。 4.通路品牌的建立，將傳銷通路、店舖經營、百貨通路、精品專賣店通路、網路購物通路、甚至所謂型錄購物通路，總和在一起，並加上策略聯盟（百業結盟），成為新的行銷通路。對外競爭者比較難以仿冒，對內卻有不易模仿複製的缺憾。 5.通路的多元化，在傳直銷的體系中，傳銷商似乎有不容易聚焦複製的缺點。

關鍵字

多層次傳銷；通路品牌

並列摘要

Since 1992, government had implemented the Fair Trade Act to manage all the commercial trade, especially in the companies of multi-level-marketing (MLM). Numbers of people had accepted the kind of trade model and joined the business system to build personal net of sale. MLM companies gradually had faced a predicament that was difficult to make differences among all competitors. A new concept to run a MLM business has been built in Taiwan at the moment. It integrates the traditional channel and MLM business together. The innovative business channels will include the retail selling, internet trade, chain stores, and people-to-people detailing. Product pipeline will be not only cosmetics and nutrition, but also the articles for daily use. In our study, the results indicated the innovative business channel and marketing strategy will attract consumers’ attention and created a well sales performance, however it was also easy to lose focus in development of organization. Is it a revolution for MLM market？Is it a good marketing strategy or just a mirage？We need more scientific studies and evidences to probe this business model will succeed or not.