中国大陆制度变革中直销企业行为与案例研究.docVIP

中国大陆制度变革中直销企业行为的案例研究 ’ Behavior in Mainland China’s Direct Selling Industry 赵靖萱 Daniel Zhao 北京大学汇丰商学院 深圳市南山区深圳大学城 邮编：518055 Mobile :( 86)1019290375 Emaill:Daniel_2008_08@ 摘 要 在中国大陆的案例中，政府和外资直销企业是直销行业制度变革的两大中坚力量，政府的态度由先期的允许存在，限制发展，加强管理，谨慎试点，再到后来一律立即停止传销经营活动的一刀切，进而正常经营，保护外商投资公司的合法权益，继而设置高门槛和发放牌照，直至《直销管理条例》与《禁止传销条例》相继出台，中国直销行业制度变革才基本上脱离了剧烈变动的阶段。 本研究通过比较各国直销业发展历史，分析直销易被非法传销所利用的原因，指出直销业容易受制度变革的冲击，并将受冲击的直销业发展分为期、初创期、恢复期和稳定发展期四个阶段。在案例研究中，指出除了政府应积极立法规范外，直销企业应在一定程度上承担制度创业者的角色，完成制度体系与制度创业者共同演化的过程。 关键词： 案例研究制度变革 Abstract Because of its huge market potential and the typical community culture, Mainland China was seen as a fertile ground for the development of direct selling industry. However, comparing with other countries, this research find out that China has also gone through an early devastating impact of illegal pyramid schemes. In the case of Mainland China, the government and foreign companies are the most important powers in this industry, the governments attitude has changed from “allow the existence, with restrictions on the development, strengthen management, cautiously pilot,” to “immediate cessation of all multi-level marketing business activities”, and then “operate proper business, protect the legitimate rights and interests of foreign investment companies”. Then the government set the high entry barriers, later the policy of license issuance until the Direct Selling Regulations and Regulations of Pyramid Schemeswere introduced, both of them bring the end of the period of chaos. At the same time the attitude of foreign direct selling companies is also very interesting: From the acquiescence of the illegal pyramid schemes, to passive acceptance of existing rules, then to actively lobby the government and stakeholders, at last to actively participate in the industry’s rule establishment. In this paper, comparing other countries’ development history, the author analyze why the direct selling is willing to be influenced by illegal pyramid schemes. Then he poin