多層次傳銷與電子商務整合應用之綜效性評估

Abstract

電子商務及多層次傳銷，這兩種商業模式之間存在著相當多相同的特性，最重要的特點就是網路的建構與善用倍增的魅力，被歸類為百貨零售業的傳銷業在2003年《天下雜誌》最新的五百大服務業調查中，有五家榮登榜單，由此便可佐證。這兩種商業模式目前發展都有其商機，也有其可改善成長的空間。本研究之主要目的有三：一、探討台灣多層次傳銷業運行狀況及其發展現況；二、探討電子商務與人際網路的運用與結合的效應；三、實際模擬運用人際網路於電子商務介面之交易過程，以評估經營者所必須面對的問題及建議。因此本研究希望利用網際網路上的測試，探討電子商務與人際網路的運用與結合的效應，如何使得兩者可以更有效地結合，創造更大的經濟效益，並且實際評估經營者所必須面對的問題及建議。 本研究論述，首先就台灣多層次傳銷業發展運行狀況進行分析，包括台灣多層次傳銷公司的基本資料、多層次傳銷方式之採行方式、歷年參加人數規模、銷售產品類別及營業收入分析；其次本研究親自訪談銷售不同產品的傳銷業者對於「傳銷公司及傳銷商個人對於發展電子商務的現況與目標」，及依據2003天下雜誌五百大服務業上榜的傳銷公司名單，進行網站內容分析；最後，本研究運用人際網路於電子商務之實際交易，完成本研究之綜效性評估。 由本研究試驗結果證實運用人際網路或多層次傳銷於電子商務的商業模式，可使電子商務的成交率增加，同時運用多層次傳銷的概念來拓展人際網路，更能增加人際網路的廣度與深度，因此，運用人際網路或多層次傳銷與電子商務整合運用，能有良好的成效，且利用此種理念對電子商務本身更是有加乘的效果。

There are so many similarities between e-commerce and multi-level marketing; the most important essential properties are the construction of the network and the characteristic of multiplication. For example, there are five multi-level marketing companies have been selected within the top 500 service companies of “Crown Magazines” in Taiwan, 2003. Therefore, either e-commerce or multi-level marketing industries have the potential to develop and expand their market. The objectives of this research are classified into three parts: (1) Study the concepts and current situation of multi-level marketing industry in Taiwan; (2) Study how synergy can be created by combining e-commerce and multi-level marketing business strategies; (3) Simulate the process of trading online and integrating multi-level marketing strategies. Therefore, by using the simulation of online trading, the researcher would like to study how the synergy can be created efficiently, more economically profitable, and provide a better operating solution for individual direct selling distributors as well as the companies In this research, the analysis of the current multi-level marketing situation in Taiwan has been performed which includes the basic information of direct selling companies, the multi-level marketing strategies, the historical record of attending members as well as the analysis of the business products and annual revenues. The researcher has also visited various direct selling companies and consulted the current situation, the vision of e-commerce implementation within the corporation. According to the list from “Crown Magazine”, year 2003, the analysis of the multi-level marketing companies’ website contents has also been examined. Finally, the actual online trading has been simulated and the study of creating synergy by integrating e-commerce strategies in multi-level marketing is also completed in this research. By reviewing the results of this research, the results has proven that by integrating e-commerce strategies in multi-level marketing business model can increase the successful e-business trading rate and at mean time, applying the multi-level marketing strategy can also expand the public relationship tremendously. Therefore, the integration of multi-level marketing and e-commerce can achieve the better results and synergy effect.