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  • 學位論文

傳銷產業當中高階傳銷商創業精神與組織忠誠的平衡

The Balance between Entrepreneurship and Corporate Commitment of the Senior Distributor in Multilevel Marketing Industry

指導教授 : 陳弘信

摘要


在關於多層次傳銷的研究當中關於忠誠度方面的研究多是以傳銷商與消費者為對象,然而在以針對傳銷商為主的研究當中,甚少針對傳銷商當中各別角色加以區分後以進行研究,而在實務上傳銷公司發展過程當中,並非所有傳銷商對傳銷公司的運作皆具有相同的影響力,而是由傳銷商當中出現的少數關鍵人物主導公司績效,因此希望透過本研究來了解在傳銷公司當中,具領導地位的傳銷商在面臨創業精神與組織忠誠的議題時,影響其去留的關鍵決策因素以及心理過程,以期在傳銷公司經營過程當中,傳銷公司能夠透過運用鼓勵創業精神的方式來激勵、招募經銷商的同時,也能讓高階傳銷商同時能保有對公司的忠誠,讓帶動傳銷公司成長的高階領導人能夠持續為傳銷公司創造業績與招募新參加人。 本研究運用內容分析法,分析由深度訪談所得的訪談資料,研究結果發現高階傳銷商與傳銷公司之間,創業精神與組織忠誠平衡的主要因素為〝合夥關係〞、〝角色明確度〞、〝獨立〞、〝人際關係的建立與維持〞以及〝重視短期獲利〞。研究結果顯示,傳銷商期待與傳銷公司之間的關係型態為合夥、且相互獨立的關係,且希望此關係型態持續、維持明確的關係,在經營過程當中也希望傳銷公司維持中立的角色,不干預傳銷商運作過程,本文最後提出建議,以期增補傳銷產業相關研究並有助於傳銷產業經營績效。

並列摘要


Most studies about commitment in Multi-level Marketing(MLM) industry were focus on dis-tributors and consumers, but among those researches about distributors, few researches diffe-rentiates the roles among them and investigate the relationship between each roles; in fact not every distributors have the same effect on the development of a MLM company, most of those MLM companies’ profit were produced by some key distributors. According to the statistical da-ta of FAIR TRADE COMMISSION, Most MLM companies’ profit growth were relate to the amount of total distributors, thus those senior distributors who early join a MLM companies must play a important role in finding new distributors and sale products, The main purpose of this research is to find out what factors might effect the decision procedure when those key distributors facing the situation when they have to choose between entrepreneurship and commitment. That is , what factor might let them stay or leave the company. Through this research I hope we can let the MLM company motivate those distributors with entrepreneurship, and at the same time they still can devote to the MLM company they participate in . After in depth interviews with few senior distributors, we find out that the factors balancing the entrepreneurship and commitment are as followed: Partnership, Role clarity, Indepen-dence ,Guanxi, Moneymaking. That means that the relationship those senior distributors looking for is partnership and independence, and they want this relationship remain, without any change, in the procedure of developing the MLM network, the role of MLM companies must stay neutral, do not try to interfere or change the relationship. I hope this research would have contribution in this field and improve the management quality of MLM companies.

參考文獻


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