直销体系之探讨以安丽公司为例.doc

015管理學院教師教學實務研討會 直銷體系之探討－以安麗公司為例 直銷體系之探討－以安麗公司為例 楊哲維 建國科技大學工業與服務管理系 摘要 近年來，直銷業在世界各地油然而生，但仍有很多人認為「直銷」或是「多層次傳銷」就是老鼠會，是藉由拉人頭入會的非法傳銷手法來斂財，更造成很多莘莘學子因誤認不清而誤入歧途，小者財損，大者誤蹈法網而終身遺憾。因此我們想藉由本專題來針對直銷體系進行探討，並以直銷業的龍頭－安麗(Amway)直銷（傳銷）公司為例進行一序列的研究。 首先，對各種的行銷模式進行分類與瞭解，並針對其中的直銷體系進一步分析與比較現有各直銷業的優缺點；接著，我們把目標鎖定在安麗公司，除分析該公司的創業特點外，並比較與其他直銷業者的差異，以了解它之所以能再創事業高峰的原因。經由本文的研究，我們已深切瞭解直銷業的特性，它並不是老鼠會，而是只需極少的創業資金、且無存貨壓力、不需要店面，人人皆可從事，若能再配合優良的公司制度，只要經由努力，每人就有機會獲得豐碩的收入。 關鍵字：直銷、多層次傳銷。 Abstract In the recent years, the direct selling business has grown in abundance and somewhat suddenly over the entire world. However, many people still think that “direct selling” or “multi-level marketing” is a kind of pyramid scheme that uses illegal marketing to enroll people into the scheme for collecting wealth, which leads many students to go astray because of misunderstanding. Some may simply lose money while others may commit crimes and regret for the rest of their life. Therefore, we want to focus this project on the direct selling system for investigation, and use the global leader in the direct selling field—Amway company as our case for a series of studies. Firstly, this study categorized and understood each direct selling model, and chose the direct selling system among which for further analyses and comparison of the pros and cons of each direct selling business. Secondly, we focused on Amway company. Besides completely comprehending Amway’s business characteristics, we also analyzed Amway’ unique logistics systems, so as to interpret the reasons why Amway could reach its high peak in career again. Through this project research, we have deeply understood the characteristics of direct selling business. It is not a pyramid scheme. It simple needs little business fund, has no pressure for stocking up with goods, requires no shop front, and is a career that everyone can devote into. If cooperating with a good company system, everyone who makes efforts can have a chance to earn a great income. Key words: direct