四川高校直销行为研究.doc

论文题目： 四川大学生直销行为研究 团队名称： 五维一体 指导教师： 钱永贵老师 团队队长： 颜阳 团队成员： 李昕宇 团队成员： 郑阳晓 团队成员： 赵玉苓 团队成员： 陈妍蕾 成都信息工程学院 二ＯＯ九年四月 摘 要 我国《直销管理条例》明确规定在校大学生不得从事直销行业。但是许多直销企业进入大学校园屡禁不止，四川各大高校出现了不少大学生从事直销而忽视了学业这一现象。研究组针对这一现象运用非概率抽样式进行调研。首先，在四川各二级城市进行了关于直销的社会认知度的问卷调查，并对一些家庭进行了深入的访谈，了解到他们对于大学生从事直销工作这一现象的看法和态度都是倾向于反对的。研究组又在大学校园里针对各个年级的大学生进行了问卷调查，得到的数据显示大部分大学生还是不愿意购买直销产品和从事直销活动的，这就使得许多直销企业和不知情者所持的关于“大学生市场是个潜力巨大的市场”的观点站不住脚。在获得了这些第一手数据并且查阅了大量第二手资料以后，研究组分别从政府，学校，社会，学生四个主体的角度，提出了较为细致的解决方案，希望能改变目前直销在大学校园渗透屡禁不止的局面，避免大学生走上错误的道路。 关键词 直销 行为研究 大学生  Abstract China's "Direct Marketing Management Ordinance" clearly defined school students shall not engage in direct selling industry. However, it’s difficult to prevent direct selling companies from conducting their business on campus, and the phenomenon shows up that many college students engage themselves in direct selling and neglect their study instead. Our investigation team initiates a non-probability sampling-type research for handling this situation. Firstly, we ran social recognition questionnaire against direct selling among secondary cities in Sichuan province, and then we interviewed some families which led to conclusion that their attitudes towards college students engaged in direct selling were prone to be negative. Furthermore, our team did another research which aims to the different grades students on campus .The data indicates that most of students are not willing to purchase direct selling products and either are not willing to be involved in the direct sales business, which made the opinion that “the campus market is a potential market” unbelievable. With these data and after searching a lot of secondhand literatures, our team lists some more detailed suggestions, from the position of the government, university, the society and students, which hope to change the situation that the direct selling cannot be stopped and avoid students choosing wrong way. Key w