The Innovative Channel and Integrated Marketing in Multi-Level-Marketing

• Main Authors: Ren -Gih, Hsieh, 謝仁智
• Other Authors: Po-Chien, Li
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/78185078418764722600

碩士 === 元智大學 === 管理研究所 === 92 === Since 1992, government had implemented the Fair Trade Act to manage all the commercial trade, especially in the companies of multi-level-marketing (MLM). Numbers of people had accepted the kind of trade model and joined the business system to build personal net of sale. MLM companies gradually had faced a predicament that was difficult to make differences among all competitors. A new concept to run a MLM business has been built in Taiwan at the moment. It integrates the traditional channel and MLM business together. The innovative business channels will include the retail selling, internet trade, chain stores, and people-to-people detailing. Product pipeline will be not only cosmetics and nutrition, but also the articles for daily use. In our study, the results indicated the innovative business channel and marketing strategy will attract consumers’ attention and created a well sales performance, however it was also easy to lose focus in development of organization. Is it a revolution for MLM market？Is it a good marketing strategy or just a mirage？We need more scientific studies and evidences to probe this business model will succeed or not.