多层次直销模式的系统学研究.docVIP

多层次直销模式的系统学研究 多层次直销模式的系统学研究A Probe into Multi-level Marketing Model from the Systematic Perspective 黄英姿Ying-Zi Huang中山大学管理学院广东省广州市新港西路135号邮编:510275TEL:(86)20E-mail: mnshyzi@摘要直销尤其是多层次直销作为一个独特的销售模式初现任何一个市场时都遭遇过尴尬和挫折,然而这种商业业态并没有因此而消失,却是在逆境中求生,成长和发展,这不得不令人深思.本文试图从系统学角度,运用理论分析的方法,对此进行深入的探讨及分析,旨在为更加科学规范地管理直销行业提供理论依据.系统学的分析结果表明,多层次直销模式的独特之处在於它在运作过程中所衍生出的多层次直销商网路既不同于传统企业下属的销售部门,也不同于传统的销售型企业,而是一个结构复杂,多样性程度高,并且具有自我创生性,自我复制性及自我成长性的自组织体系.这当然有利於直销商建立可持续经营的直销事业,也有利於直销企业吸引并留住更多的消费者,营造生产者,消费者共赢的和谐经营氛围及市场环境.这也正是多层次直销模式存在的市场基础.但作为系统,都会存在整体涌现性,即群体组织效应.这种涌现性引导正确对社会将有积极的作用,但如果管理不善,也会带来不少消极影响.相对於他组织而言,自组织体系的整体涌现性往往更难把控,有时甚至是难以预测的.这也许是多层直销模式屡屡受挫的根本原因.关键字:直销,多层次直销,系统思考,结构与功能,自组织特徵, 整体涌现性AbstractMLM (multi-level marketing) as a unique sales model always encountered embarrassment and frustration when entering a new market. But it has not disappeared. It survived grew and developed in adversity, which provides the motivation for further study. This paper attempts to analyze the practice of MLM with the systematic thinking theory. It provides theoretical basis for a more scientific and standardized management of direct selling.The results of systematic analysis showed that the MLM network is not only different from the sales department of a traditional enterprise, but also different from the traditional sales enterprise. It is a highly complicated and diversified self-organization system with the nature of self-create, self-copy and self-growth. This, of course, is conducive to build up sustaining direct selling business for distributors, but also conducive to attract and retain consumers for direct selling enterprises. It will create harmonious business climate and market environment within which both the producers and the consumers win. It is precisely why the market-based MLM model exists. But as a system, there will be whole spring up, that is the organizational effect of a group. The right guidance of system whole spring up will have a positive effect on the soci