多層次傳銷組織系統運作對經營績效之分析以台灣完美公司為例

A Study on Performance in the Factors Team of Multi-level Marketing Take Taiwan Perfect Company as Example

陳志豪(HASH(0xe8bad00))

指導教授 ： 林永順

國立屏東科技大學/管理學院/高階經營管理碩士在職專班/碩士(2013年)

https://doi.org/10.6346/NPUST.2013.00091

摘要

多層次傳銷是一種特別的「行銷模式與通路」，許多企業為快速拓展業務或接觸一般通路接觸不到的消費者時，常常會考慮使用的一種業務方式。多層次傳銷的商業模式從30多年前傳入台灣直到現在有572.6萬人次參與。尤其每當大環境失業率越高時，選擇加入多層次傳銷事業的人數則越多，失業人口數越多時，加入多層次傳銷事業的速度則越快。
因此本研究將以個案方式從業務團隊中訪談高階經營者，探討幾個主要的問題：（1）新人加入傳銷產業是選擇系統組織或選擇傳銷公司為佳？（2）業務團隊在進人、育人、留人三方面的系統運作，對業務績效是否會造成影響？（3）運作績效良好的業務團隊是否對傳銷公司績效有正面的影響？藉由參與觀察法及焦點團體訪談的方式，從個案系統12位受訪者取得初級資料，再進一步整理分析而得到的結果，最後再以對照團隊6位受訪者的焦點訪談資料進行交叉比較分析，以加強分析結果的正確性。
本研究幾個主要具體的發現：（1）傳銷業女性人口多於男性，但高階經營者則男性多於女性；（2）傳銷業適合夫妻共同經營，且經營越久、組織越大、收入越高；（3）傳銷人員在運作正常的業務組織中，較容易達成目標；（4）制度化運作的業務組織，人員向心力較高；（5）運作機制完整的業務組織，經營績效會較明顯；（6）統一運作將產生牽引效應。據此提出建議，提供專業經理人及系統領袖組織建構、營運與發展的參考。

關鍵字：組織經營、經營績效、完美公司

關鍵字

組織經營 ； 經營績效 ； 完美公司

並列摘要

Multilevel marketing is a unique selling structure to promote the business. Many enterprises often consider using this kind of strategy when they want to expand their businesses in a fast pace, or reaching out to the consumers that they do not usually get in contact with. Multilevel marketing was introduced to Taiwan around 30 years ago. There are currently 5.726 million people participating in this particular business model. The number of people choosing to join the multilevel marketing business increases when the unemployment rate is high. On the other hand, the higher the unemployment rate it is, the faster the people will join the business.
From the research conducted, individual cases were investigated. A few main questions were discussed with people from managerial level within the sales team: (1) If people want to join multilevel marketing, is it better to make a decision based on its system structure or its company? (2) Will the sales report be affected from the way a sales team recruit, train and keep their employees? (3) Will a high productivity sales team have a positive influence on the marketing firm? The research was conducted through observations and focus groups. Primary data was collected from the 12 individuals who were being interviewed within the individual case system. The results were later analyzed. Cross-referencing was used between the 6 individuals who participated in our focus group to reinforce the reliability of the result.
A number of key points were discovered from this research: (1) there were more female participants in the sales marketing field than male. However, there are more male participants in higher managerial positions than female. (2) Sales marketing business is suitable for married couples. The longer the business being operated, the bigger the network will be and higher the income it will get. (3) It is easier for sales personnel to achieve their goals and objectives if they are working in an efficient sales network. (4) Employees tend to put more effort towards the company when they are working in a sales network that follows certain rules. (5) A sales team that works under a completed operating system leads to significant growth in the business. (6) A suggestion was made in regards to the unified operating system that can lead to certain impact on the sales marketing network. Providing an example for professional managers and system leaders to construct, operate and develop the network.

*Key Word: Network management, operation growth, perfect company

並列關鍵字

Network management ； operation growth ； perfect company

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