多層次傳銷業導入知識管理 之適用性及建構策略研究

A Study On Feasibility and Construction Strategy Of Knowledge-Based Management Applied For Multi-Level Marketing Industry

蔡聖賢(sheng-xian cai)

指導教授 ： 嚴奇峰

中原大學/商學院/企業管理研究所/碩士(2001年)

https://doi.org/10.6840/cycu200100437

摘要

值此「知識經濟時代」，知識將取替勞動、資本和自然資源，成為企業最重要的資產。而未來的企業亦將會成為「知識型組織」，亦即必會走向以知識為導向的組織結構，所以「知識管理」已成為當前企業最重要的管理議題。

鑑於各個產業如火如荼的推行「知識管理」的豐碩成效，唯至今多層次傳銷業尚未有導入實例，故本研究針對傳銷業這種以「人」為中心的行銷組織網的運作模式作實際的觀察。藉以對傳銷業是否適合導入知識管理及其作法進行探索性的研究。在初級資料的蒐集方面，針對學者、專家及業界進行深度訪談。在次級資料蒐集上，則透過文獻探討、個案資料以及問卷調查資料進行分析。經由彙整專家訪談的意見及業界對知識管理的看法所綜合的結果。

本研究獲得結論是：多層次傳銷業導入資訊化的知識管理已成必然趨勢。另有關導入之建構策略分別有以下幾點建議：
1.人員觀念的溝通 2.高層主管的認知與支持 3.盤點公司可動用的資源有多少
4.導入初期宜以「試點」方式進行 5.結合企業策略性目標 6.進行知識差距分析，有效掌握公司知識資源 7.建立公司內部知識流通的結構 8.運用「知識螺旋」原理，創造新知識 9.運用適當的資訊科技基礎建設10.建置知識分享的管理機制 11.規劃e-learning教育訓練系統 12.落實「知識管理」成為傳銷商拓展的有力工具。

最後本研究就知識管理議題提出對傳銷業的建議為：1. e網打盡優秀人才，傳銷事業才能可大可久 2.善用科技與知識的結合，建構學習型組織 3.建立有效激勵知識分享的管理制度，促進組織知識的流動 4. 營造社群意識，促成傳銷商知識分享與開放學習的氣氛5.運用資訊網路科技便利性，成為傳銷商最佳的輔銷工具 6. 提供知識性服務，創造新的行銷商機 7.有效結合人際網與資訊網提供更個人化服務。思考如何讓兩者相結合，成為傳銷業開創新商機的兩大利器。

關鍵字

知識分享 ； 多層次傳銷業 ； 建構策略 ； 知識管理

並列摘要

The time of “Knowledge-based Economy” has arrived Knowledge substitutes the manpower, capital investment & natural resource for becoming the most important asset of the company business. The future organizational development will be toward the “Knowledge-based Organization”, i.e. Knowledge-oriented organization will be formed. So the “Knowledge-based Management” will be becoming the most concerned management topics for the enterprises.

A lot of different industries implementing “Knowledge-based Management” receiving fruitful result, but the multiple-level marketing industry has no clear evid-
ence to show any progress on this topics. The operations of multiple-level marketing industry are mainly relied on “people-centered” marketing/sales organization network. This research is trying to find out whether the multiple-level marketing industry is su-
itable to implement “Knowledge-based Management” or not. It is thru the interviews with scholars, professionals and businessmen to get the preliminary data collection. The preliminary data collection includes literature study, case study and questionnaire survey analysis.

The conclusion of this research is that “Knowledge-based Management” will be the trend for multiple-level marketing industry. There are some suggestions for the construction strategy of “Knowledge-based Management”:
1.People concept’s communication. 2. Recognition and support from top management. 3. Find out how much available resource can be used. 4. Select test point on trial at the beginning stage. 5. In line with the corporate strategy goals. 6.An analysis on the gap of Knowledge, and control the company knowledge resource effectively. 7. Build up the company internal structure for knowledge flow. 8. Use the principle of “knowl- edge propeller effect” to create new knowledge. 9. Apply the proper IT technologic structure. 10. Build up the management mechanism for knowledge sharing system. 11. Plan for e-learning education/training system. 12. Apply the “Knowledge-based Man- agement” as a powerful tool for multiple-level marketing industry to develop the new market.

About “Knowledge-based Management”, this research has several suggestions for multiple-level marketing industry: 1. Get best talents for this industry, then this industry can grow and develop. 2. Effective utilization of technology to combine with knowledge to construct a “learning Organization”. 3. Build up an incentive system to encourage the knowledge sharing and promote the corporate knowledge flow process. 4. To form a community senses, encourage the activities on the knowledge sharing and openness of multiple-level marketing industry. 5. Use the convenience of internet technology to do the marketing. 6. Provide the knowledge-based service and create new opportunity for the marketing. 7. Connect the human relationship with informat- ion network and provide more personal services. It will become two major advantages for multiple-level marketing industry how to combine the above-mentioned factors.

並列關鍵字

Knowledge Sharing ； Construction Strategy ； Knowledge-based Management ； multiple-level marketing industry

參考文獻

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