直銷公司營運歷程之研究：行動研究觀點

Direct Selling Company Operating the Course in Research: Action Research Perspective

許君儀(Jyun-Yi Syu)

指導教授 ： 簡德金

國立虎尾科技大學/管理學院/資訊管理研究所/碩士(2015年)

https://doi.org/10.6827/NFU.2015.00081

摘要

儘管，直銷產業已蓬勃發展且具龐大商機，近年，由於不景氣的影響，小型直銷業雖表面風光，卻常有倒閉的現象。究其原因，在直銷業之運作體系未具備成功的營運條件。在學術界亦顯少重視直銷議題，因此，過去的研究成果，大都過於概念化且不具系統性，致使無法真正有效提供直銷公司掌握其營運發展之脈絡，故直銷公司僅能依據自身經驗自行摸索，戰戰兢兢。
為此，本研究結合質性訪談法，建立直銷公司營運架構以及營運歷程圖。並藉由行動研究探討直銷公司營運架構之實務價值，進而獲得直銷公司營運之成敗因素；最後，透過德爾菲法與AHP法獲得直銷公司營運架構與成敗因素之優劣決策表。
研究成果表示，直銷公司應針對其高階主管組成之直銷團隊，以及發展策略、願景使命進行加強，而直銷公司除了訂定明確的經營目標與理想之外，良好的溝通與互動也是一項重要因素。
藉此，具體呈現合理之營運流程，供直銷公司掌握決策方針，協助直銷公司發現營運缺失與提升資源效益，並彌補學術研究與實務需求之缺憾，達成學術研究與實務落實上之整合效益。

關鍵字

直銷公司 ； 營運架構 ； 營運歷程 ； 成敗因素 ； 優劣順序表

並列摘要

Although direct selling industry has been booming and having the huge business opportunities. In recent years, due to the influence of recession, the small direct selling industry which looks glitzy often has phenomenon of bankruptcy. The reason is the operation system of the direct selling industry doesn’t have successful operation conditions. In scholarly societies also ignore the issue of direct selling. Thus, the previous studies were too conceptualized and not systematic to provide direct-selling company the conference to following. Therefore, the company can only be based on their own experience of self-exploration, trembling with fear。
In this study, combined with qualitative interviews, and establish the operation structure of direct selling companies and operational flow chart. And by action research to explore the value of the operating structure of direct company and the value of practice, and then get the success or failure operating factors of direct selling companies. Finally, Through the Delphi method and AHP to get the decision table of operation structure and the decision table of success or failure factors.
Research results indicated that direct selling companies should be strengthened for its direct sales team consisting of top management, as well as development strategy, vision and mission.The direct selling companies in addition to set clear business goals and ideals outside, good communication and interaction is also an important factor.
Thereby, the specific presentation reasonable business processes and it can decision-making guidelines for direct selling companies grasp. It also help direct-selling companies find the missing and to enhance the operational effectiveness of resources. And compensate for the shortcomings of academic research and practical needs of the reach of academic research and practical implementation of the benefits of integration.

並列關鍵字

Direct-selling Company ； Operation Structure ； Operational Flow Chart ； The Success or Failure Factors ； Decision Table

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