Abstract
From the multi-level marketing industry in Taiwan, this study chooses a multi-level marketing company which comprises the characteristics of the niche-based industry in Taiwan and has been established for more than a decade as its subject, aiming to analyze the key to the success of the said company. After the literature review and in-depth interviews with the industry in question, the findings are as follows:
I. This study finds out that honesty, kindness and positive marketing concepts are the moral standards salespeople should possess; and the characteristic of being gregarious is regarded as special for the multi-level marketing industry. The operation of the multi-level marketing is based on the cooperation between the upper- and lower-level salespeople on a team basis, and those salespeople support, service, and help one another to accomplish everything, while the conventional business places emphasis on individual performances. Against the backdrop, the characteristics of the multi-level marketing salespeople are somewhat different from those of the conventional salespeople.
II. The making of the multi-level marketing industry is that multi-level marketing salespeople have a better capability of providing services. Also, the capabilities of making recommendations, arranging organizational action competence, and drawing up plans for the organization are the factors used to evaluate the success of a multi-level marketing company.
III. The interview with the case company done by this study proves the idea proposed by Porter (1985): the innovation of products or services contributes to the differentiation between an enterprise and its competitors, and the enterprise can acquire a better selling price; and the innovation of important techniques or approaches enables an enterprise to enhance efficiency, lower costs, and even form a differentiation. The said principle is applicable to other industries, and likewise to the multi-level marketing industry.
Keywords: multi-level marketing, morals, service capability,
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0729108-114517 |
| Date | 29 July 2008 |
| Creators | LIU, CHI-CHUN |
| Contributors | Ying-Chun Li, Pei-how Huang, Yeh, Kuang S. |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0729108-114517 |
| Rights | not_available, Copyright information available at source archive |
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