體驗理論應用於直銷業之研究

The Applications of Experiential Theories in the Direct Selling Business

陳得發(Der-Fa Robert Chen) ； 李信興(Hsin-Hsin Lee)

《直銷管理評論》 1卷1期 (2007/09) Pp. 107-135

https://doi.org/10.6201/DSMR.2007.1(1).05

摘要

「會場」是直銷公司與直銷商運作的根據地，本研究透過質性研究的方法，試圖以體驗理論為基礎，搭配「會場」實務運作與直銷商「三位一體」的特殊角色：消費者、銷售者、經營者，以發展出符合直銷產業需求的思考架構。本研究經深度訪談與參與觀察之後，發現三種體驗理論其實已經存在於直銷實務中，只是缺乏系統性的思考與規劃；另外發現，三種體驗理論與直銷商「三位一體」的角色，兩者之間的關係正是以「會場」為互動界面以共創價值；其中體驗經濟是創新價值遞進的產品與服務的展示成果，將有效協助「讓產品自己說話」；體驗行銷與體驗學習（教育）則是傳遞這些價值的過程，以「協助產品說話」，並且協助直銷商轉型，讓「直銷商即是直銷公司的產品」；因此能搭配並協助直銷商從消費者、銷售者到經營者的不同階段之需求，最後的終極目標則是同時搭配使用三種體驗理論，彼此攜手共創價值並共享轉型經濟的甜蜜果實。最後本研究提出的架構，提供學術界與實務界參考與應用。

關鍵字

直銷 ； 體驗經濟 ； 體驗行銷 ； 體驗學習 ； 轉型經濟

並列摘要

The ”Meeting Place” can be regarded as the base where the direct selling companies and distributors operate. This study adopts the method of qualitative research to study how the experiential theories fit the practice of ”Meeting Place” and the unique triple role, consumer-seller-operator; a distributor plays in the mean time. It also tries to develop a framework to fit the demand of direct selling industry.
Based on authors' in-depth interview and observational participation we find that three experiential theories are broadly used in the direct selling industry, but they need systematic planning and thinking. The ”Meeting Place” is the interactive interface for co-operating to create value between the three experiential theories and the triple role of distributor. The experience economic is the outcome of staging product and service to deliver the economic value and ”make the product speak by itself”. Both experiential marketing and experiential learning (or experiential education) are the process of delivering the value to customer and ”to assist the product to speak by itself” and to help the distributors transform ”distributors is shown as the product of direct selling company”. Hence, the three experiential theories can fit the demand of triple role at different stages and to co-operate the value and share the effort of transformation economic. A framework is built as reference for future application for scholars and direct selling operators.

並列關鍵字

Direct Selling ； Experience Economic ； Experiential Marketing ； Experiential Learning ； Transformation Economic