Responsive image
博碩士論文 etd-0729108-114517 詳細資訊
Title page for etd-0729108-114517
論文名稱
Title
多層次傳銷業成功關鍵因素之研究—以某傳銷公司為例
A Study on Key Success Factors in Multi-level Marketing Industry: Based on the Example of a Marketing Company
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
78
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2008-07-05
繳交日期
Date of Submission
2008-07-29
關鍵字
Keywords
服務能力、多層次傳銷、差異化、道德
multi-level marketing, differentiation, service capability, morals
統計
Statistics
本論文已被瀏覽 5651 次,被下載 0
The thesis/dissertation has been browsed 5651 times, has been downloaded 0 times.
中文摘要
本研究從多層次傳銷業者中選取一家具有我國利基產業特色且經營十年以上的傳銷公司作研究對象,分析探討其成功的關鍵因素。經由文獻上的探討以及業界的深度訪談,本研究發現:
一、本研究發現「誠實表現」、「愛心」、「正向銷售理念」等道德倫理是業務人員應具備的重要的人格特質;而「合群」是多層次傳銷業中比較特殊的人格特質,因為多層次傳銷是以上、下線組織為主要的經營模式,其運作模式以團隊為主,傳銷商會互相提供支援、服務或協助完成事情,這與一般業務型態強調個人業績表現的模式不同。因此,其所應具備的人格特質就稍有不同。
二、多層次傳銷業成功關鍵因素在於傳銷商具有良好的的服務能力,而推薦能力、組織該組織行動能力、幫組織訂定計畫能力等三項能力是衡量多層次傳銷公司的關鍵成功\因素。
三、本研究從個案公司的訪談資料中,印證Porter(1985)所提出的理論:產品或服務創新,能使企業與競爭者形成差異化而取得較佳的產品價格,而重要的技術或作業方式創新,可以讓企業提升效率、降低成本,甚至有助於形成差異化。這個在其他產業適用的法則,同樣地可以適用在多層次傳銷的行業中。

關鍵詞:多層次傳銷、道德、服務能力
Abstract
Abstract

From the multi-level marketing industry in Taiwan, this study chooses a multi-level marketing company which comprises the characteristics of the niche-based industry in Taiwan and has been established for more than a decade as its subject, aiming to analyze the key to the success of the said company. After the literature review and in-depth interviews with the industry in question, the findings are as follows:
I. This study finds out that honesty, kindness and positive marketing concepts are the moral standards salespeople should possess; and the characteristic of being gregarious is regarded as special for the multi-level marketing industry. The operation of the multi-level marketing is based on the cooperation between the upper- and lower-level salespeople on a team basis, and those salespeople support, service, and help one another to accomplish everything, while the conventional business places emphasis on individual performances. Against the backdrop, the characteristics of the multi-level marketing salespeople are somewhat different from those of the conventional salespeople.
II. The making of the multi-level marketing industry is that multi-level marketing salespeople have a better capability of providing services. Also, the capabilities of making recommendations, arranging organizational action competence, and drawing up plans for the organization are the factors used to evaluate the success of a multi-level marketing company.
III. The interview with the case company done by this study proves the idea proposed by Porter (1985): the innovation of products or services contributes to the differentiation between an enterprise and its competitors, and the enterprise can acquire a better selling price; and the innovation of important techniques or approaches enables an enterprise to enhance efficiency, lower costs, and even form a differentiation. The said principle is applicable to other industries, and likewise to the multi-level marketing industry.

Keywords: multi-level marketing, morals, service capability,
目次 Table of Contents
中文摘要……………………………………………………………………… II
Abstracts………………………………………………………………………III
致謝詞………………………………………………………………………… Ⅳ
目錄…………………………………………………………………………… Ⅴ
表目錄…………………………………………………………………………Ⅶ
圖目錄………………………………………………………………………… Ⅷ
本文
第一章 緒論
第一節 研究動機………………………………………………………P.1
第二節 研究目的………………………………………………………P.4
第二章 文獻整理及探討
第一節 中草藥產業介紹………………………………………………P.5
第二節 中草藥於化妝品之應用………………………………………P.8
第三節 多層次傳銷業…………………………………………………P.10
第四節 人格特質………………………………………………………P.15
第五節 服務能力………………………………………………………P.20
第六節 團隊領導………………………………………………………P.23
第七節 激勵理論………………………………………………………P.26
第八節 組織文化………………………………………………………P.32
第九節 顧客關係管理…………………………………………………P.35
第三章 研究設計
第一節 研究流程………………………………………………………P.37
第二節 研究方法………………………………………………………P.38

第四章 個案分析
第一節 個案公司資料…………………………………………………P.40
第二節 個案訪談………………………………………………………P.43
第五章 結論與建議
第一節 研究結論………………………………………………………P.54
第二節 研究建議………………………………………………………P.56
參考文獻
中文文獻…………………………………………………………………P.57
英文文獻…………………………………………………………………P.59
附錄
訪談紀錄…………………………………………………………………P.64
參考文獻 References
參考文獻

一、中文部分
1 .行政院公平交易委員會編印,2006,中華民國95年多層次傳銷事業經營概況調查報告,2-20。
2 .公平交易委員會網站:http://www.ftc.gov.tw/
3 .張錫淇,2004,直銷商忠誠態度與行為之影響因素研究,長庚大學企業管理研究所,碩士論文
4 .詹益統,1996,個人屬性、人格特質與內滋激勵與外附激勵關聯性之研究---以交通部數據通訊所員工為例。國立交通大學管理科學研究所未出版之碩士論文
5.張春興,1991,現代心理學,台北,東華書局
6.蔡欣嵐,2001,工作特性、人格特質與工作滿意度之關係-以半導體業為例。中央大學企業管理研究所,碩士論文
7 .沈慶龍(1994),人格特質、影響方法與業務員績效之研究─以兩家汽車公司為例,國立 台北大學企業管理學系,碩士論文
8 .林財丁、黃康齡(1990),「業務員人格特質及甄選評量表之研究」,東海學報,31卷,399-418
9 .王永福(2006),業務人員職能甄選量表之研究-以保險業為例,朝陽科技大學企業管理研究所,碩士論文
10.李樹中(2001),業務人員專業職能需求研究─以某辦公家具公司為例,國立中央大學人力資源管理研究所,碩士論文
11.賴進芎(2004),傳銷業創業導向、競爭策略、組織文化與產業環境對組織績效的影響之研究-以台灣多層次傳銷業為例,南華大學管理科學研究所,碩士論文
12.張文羿(1992),從事多層次傳銷之直銷商激勵因素之研究。東吳大學管理研究所未發表之碩士論文。
13.趙達泯(1993),多層次傳銷業的激勵策略、直銷商的人格特質與其參與行為之關係。政治大學心理研究所未發表之碩士論文。
14.鄭育儒(1997),多層次傳銷公司中直銷商激勵效果之研究。淡江大學國際企業學研究所未發表之碩士論文。
15.胡傳玉(1998),邁向藍鑽之路:多層次傳銷的進入。國立台灣大學心理學研究所,碩士論文。
16.張振山(2004),組織文化和領導風格對組織承諾、工作滿足與工作行為之影響-以雲林縣政府地政機關為例,南華大學管理科學研究所,碩士論文。
17.鄭淑禎(2002),組織文化對工作滿足、組織承諾與工作特性之影響─以多層次傳銷業為例,大同大學事業經營研究所,碩士論文。
18.蘇永貴(1994),多層次傳銷組織之實證研究,國立中山大學企業管理研究所,碩士論文。
19.盧坤利(2000),台灣地區企業採用顧客關係管理系統之影響因素研究,國立台灣大學商學研究所,碩士論文。
20.洪廣禮(1999),廿一世紀的客戶關係管理,通訊雜誌,第72期。
21.張月鳳(2001),策略性資料庫行銷應用於信用卡市場之實證研究,國立台灣大學國際企業研究所,碩士論文
22.鄭雯芳(1994),直銷人員的績效控制與管理,國立中山大學/企業管理研究所,碩士論文
23.陳得發(1999)。多層次傳銷組織網的經營管理之研究。中華管理評論,一月。
24.小林忠嗣(1993)。百錄企管叢書編譯小組譯。多層次傳銷學。台北:百錄企管。
25.中華民國多層次直銷總覽(1994)。台北:眾望文化,9-14,213-221
26.徐雅芬(2005),中草藥產業現況與趨勢,農業生技產業季刊,第1期,9-10
27.廖美智(2001),中草藥產業現況與趨勢,生物技術開發中心
28.張惠淇(2002),中藥美白化妝品其安全,品質與療效之評估,中國醫藥學院藥學研究所,碩士論文
29.徐雅芬、羅淑慧(2006),中草藥於化妝品之應用現況與趨勢,徐雅芬、羅淑慧
30.本明寬(1998),沈永嘉譯,第三種標準,上旗文化。
31.詹定宇(1999),服務態度管理:四家標竿個案研究,中華管理評論Vol.2, No.6,17-18
32.林淑娟(2005),人際效能與衝擊影響力對團隊領導效能影響之研究,朝陽科技大學企業管理系,碩士論文

二、英文部分
1 .Abratt, R. & M. R※. Smythe, 1989 , “A Survey of Sales Incentive Programs”, Industrial Marketing Management, Vol. 18, No. 3, pp. 209-215.
2 .Adams(1965), “Toward an Understanding of Inequity,” Journal of Abnormal and Social Psychology, pp. 422-436.
3.Allport, G. W. (1961). Pattern and Growth in Personality.New York: Holt,Rinehart & Winston.
4 .Alderfer, C. P.(1969),”An Empirical Test of a New Theory of Human Needs”, Organizational Behavior and Human Performance, 4,142-175.
5.Barley, S. (1986). Organization culture: can it be a source of sustained competitive advantage? Academy of management Review, 11:656-665.
6.BASIS International(2002), “What makes a successful seller?”, How to make theBig Bucks Selling, BASIS International.
http://www.basis.com/sales/selling/sellingbasis.pdf
7.Chruchill, G.A.Jr.,Ford,N.M.and Walker,O.C.Jr.,(1990).Sales force Management,3rd editions.
8.Davis,S.(1985). Culture of not just an internal affair. on R.Kilmann,M. Saxton & Serpa(Eds.) ,Gaining conrol of the corporate culture. San Francisco: Jossey-Bass.
9.Deal, T. E., & Kenedy, A. J. (1982). Corporate culture: The rites and rituals of corporate life. Reading, MA: Addison-Wesley.
10.Dessler, (1992), Human Resource Management. New Jersey: Prentice Hall,.
11.Drucker, P. (1985) ,Innovations and entrepreneurship, New York: Haper & Row.
12.Erika R.(1999), “The 10 traits of top salespeople,” Sales and Marketing Management, New York; Vol. 151, (August, Iss. 8), P34-37
13.Friedman, H. Hershey(2000)”Abraham as a transformational leader”,Journal ofLeadership Studies, Vol.7: 2, pp.88-95.
14.Gellerman, Saul(1963), Motivation and Productivity, 3rd ed., New York, Amercan Management Association.
15.Gronroos, Christiab (1990)Service Management and Marketing,Lexington.P27
16.Greenberg, J. and Liebman M.(1990). “Incentives:The Missing in Strategic Performance,” The Journal of Business Strategy, July/August ,8-11.
17.Herzberg(1959), The motivation to work. New York: John Wiley and Sons .
18.Hitt, M.A. , R.D. Ireland and R.E. Hoskisson(2001),Strategic management:Competitiveness and globalization, South-Westren, 4th ed.
19.Hoy, W. K. & Miskel, C. G. (1987). Educational Administration. New York: Random House.
20.Katzenbach, J.R. & Smith, D.K.(1993). The Wisdom Of Teams:Creating The High-Performance Organization, McKinley & Company, Inc.
21.Kast, F. E.(1979), Organization and Management: A System and Contingency Approach, 3rd ed., McGraw-Hill, New York,
22.Kenneth P. D., F. David & S. Eric (1990). Work Teams. American Psychologist. 125.
23.Kotter, J.P. & Heskett, J.L. (1992), Corporate Culture and Performance, New York: Free Press.
24.Kotler P. (1997) Marketing Management-Analysis Planning,Implementation, and Control, 9thed., Englewood Cliffs, New Jersey: Prentice-Hall.
25.Kraft, Kenneth L., (1991)“The Relative Organizational Effecticeness: Managers from Two Service Industries,” Journal of Business Ethics, Vol. 10, No. 7, pp.485-491.
26.Marcus (1975). Modern Marketing. New York: Ran House.
27.Maslow, A.(1954), Motivation and Personality, Harper & Raw Publishers, New York,
28.McMurry, R. N. (1961), “The Mystique of Super-salesmanship”, Harvard Business Review, Mar-Apr.
29.Parasuraman, A, Zeithaml, V. A and Berry, L. L, (1985)”A Conceptual model of servicd quality and its implication for ruture research”Journal of Marketing, Vol. 49, p41-45.
30.Parker, G. M. (1990). Team players and teamwork: The new competitive business strategy. San Francisco, CA: Jossey-Bass Publishers.
31.Porter, M.E. (1985),Competitive Adcantage, New York: Free Press.
32.Quick, T.L.(1992). Successful Team Building. New York:American Management Association
33.Robinson, D. (1981). "The Salesman Ambassador of Progress", Journal of Business Research, 8, PP. 275-284.
34.Roberts, E. B. and Mizouchi, R.,Inter-firm technological collaboration : The Case of Japanese Biotechnology, International Journal of Technology Management, Vol.4(1),1989 p.43-61
35.Robbins,S.P.(1982),Personnel :The Management of Human Resources, Euglewood Cliff.N.J.:Prentice-Hall.
36.Schuler, R. & Jacson, S.(1987),Organizational Strategy and Organizational level as Determinant of Human Resource Management Practices,Human resource Planning,Vol.10,No.1.
37.Scott, W.G. & Mitchell, T.R.(1972). Organization Theory, Homewood, I11.:Richard D. Irwin.
38.Shonk, J.H.(1982). Working In Teams:A Practical Manual For Improving Work Groups, New York:AMACOM
39.Skinner,B.F.(1987),What Ever Happened to Psychology as Science of Behavior? American Psychologist, 42, 780-786
40.Stephen P. Robbins, 1998, Organizational behavior, (8th ed) New Jersey:Prentice-Hall, Inc.
41.Taylor(1974), Harper and Brothers. New York,Scientific management
42.Thomas J.B. & Kenneth P.De Meuse(1996). ”Diagnosing Whether an Organization Is Truly Ready to Empower Work Teams:A Case Study”, Human Resource Planning , v19nl , pp.38-47.
43.Vpchurch, Randall S. & Ruhland, Sheila K.,(1995) “An Analysis of Ethical Work Climate and Leadership Relationship in Lodging Operations, ” Journal of Travel Research, pp.36-42.
44.Vroom, V. H.(1964), Work and Motivation, New York:Wiley.
45.Wallach, E.J.(1983),Individuals and Organizations:The Cultural Match, Training and Development Journal, pp.29-36.
電子全文 Fulltext
本電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。
論文使用權限 Thesis access permission:校內校外均不公開 not available
開放時間 Available:
校內 Campus:永不公開 not available
校外 Off-campus:永不公開 not available

您的 IP(校外) 位址是 3.138.134.229
論文開放下載的時間是 校外不公開

Your IP address is 3.138.134.229
This thesis will be available to you on Indicate off-campus access is not available.

紙本論文 Printed copies
紙本論文的公開資訊在102學年度以後相對較為完整。如果需要查詢101學年度以前的紙本論文公開資訊,請聯繫圖資處紙本論文服務櫃台。如有不便之處敬請見諒。
開放時間 available 已公開 available

QR Code