旧基因突变为新细胞.docVIP

2007年第十二届直销学术研讨会 「旧基因」突变为「新细胞」？中国直销产业的断裂与调适 PAGE 116 PAGE 117 PAGE 97 「旧基因」突变为「新细胞」？中国直销产业的断裂与调适 “Old Gene” Mutates “New cell”？The Cleavages and Transformations in China’s Direct Selling Industry 李信兴Hsin-Hsin Lee 李信兴 Hsin-Hsin Lee 台湾中山大学企管系 高雄市鼓山区莲海路70号 Tel:(07)3598515 E-mail:d964010010@.tw 陈得发 Der-Fa Robert Chen 北京大学中国直销行业发展研究中心 深圳市深圳大学城北大校区C219室 Tel:(755)2603-2157 E-mail: derfa@ 摘要 2005年，中国大陆政府分别赋予合法直销与非法传销的法律定位，掀起中国直销产业有史以来最大的变革与挑战。为了明了直销企业的因应状况与经营实务，本研究采取质化研究方法，首先区辨出多层次与单层次，以及实体通路与虚拟通路两个构面，是一路更迭的法令聚焦之所在；研究发现这两道巨大的鸿沟，将中国直销产业分裂成四个不同的经营领域，有些身陷其中，有些执着各自的世界，有些则横跨数个世界。本研究根据直销实务将这四个领域归纳为四种型态，分别是赌徒、秘族、贵族与军卒；同时衍生六个命题以描述在不确定性的环境之下所做的风险决策；当旧有的经营典范（旧基因）面临法令强制的镶崁并被迫「突变」为不确定性相当高的转型经营模式（新细胞），此种来自两道断层本身的「文化震荡」，使得直销企业必须进行「边界渗透」以持续创新与调适；最后，这个四个断裂的领域之模型与六个命题，可以提供产官学未来沟通与研究的基础。 关键词：单层次直销、多层次直销、实体通路、虚拟通路、断裂 Abstract China issued blanket ban to multi-level marketing and permitted single-level marketing in 2005. It raised the biggest change and challenge throughout direct selling history. To understand how the direct selling companies take actions to cope with the uncertainty, this research adopted qualitative method. The industry was first differentiated from two constructs: multi-level vs. single-level, physical vs. virtual. The research finds that such two huge cleavages have broken the China’s direct selling industry into four different realms. Some have sunk in one or inflexible in each world, the other span across the boundary to several realms. The study found the four realms in four types: “Gambler”, “Secreter”, “Nobel” and “Solider”. In the meantime, we evolve six propositions from practice to describe the risky decision-making under uncertainty. The ban-embedding enforces the “old gene” (MLM paradigm) on the “new cell” (transformable model) through the form of “Mutation”. The metaphors represent a great “Cultural Shock” from two cleavages which have been making these organizations to execute the “Boundary’s perm