系統識別號 | U0002-1406200516352700 |
---|---|
DOI | 10.6846/TKU.2005.00253 |
論文名稱(中文) | 台灣與印尼直銷系統比較之研究 |
論文名稱(英文) | Comparative Study of Direct Selling Systems in Taiwan and Indonesia |
第三語言論文名稱 | |
校院名稱 | 淡江大學 |
系所名稱(中文) | 管理科學研究所碩士班 |
系所名稱(英文) | Graduate Institute of Management Science |
外國學位學校名稱 | |
外國學位學院名稱 | |
外國學位研究所名稱 | |
學年度 | 93 |
學期 | 2 |
出版年 | 94 |
研究生(中文) | 悠雲 |
研究生(英文) | Yuyun Yuliana |
學號 | 692560781 |
學位類別 | 碩士 |
語言別 | 英文 |
第二語言別 | |
口試日期 | 2005-05-20 |
論文頁數 | 95頁 |
口試委員 |
指導教授
-
廖述賢
委員 - 鄭景俗 委員 - 李培齊 |
關鍵字(中) |
直銷 關係行銷 網路行銷 |
關鍵字(英) |
Direct selling relationship marketing network marketing |
第三語言關鍵字 | |
學科別分類 | |
中文摘要 |
多層次傳銷是直銷系統中的特殊型式,為關係建立的服務產業。台灣和印尼同時面臨國際競爭和社會結構的轉型,愈來愈多的人投入多層次傳銷產業。多層次傳銷的核心精神是在消費者導向(consumer-oriented)及商業導向(business-oriented)間尋求市場發展的機會。在多層次傳銷產業中,員工的流動性和忠誠度可能會影響組織運作。在本研究中將透過統計分析來驗證台灣和印尼的直銷系統是否存在差異,並找出影響直銷系統的因素。結果顯示,台灣和印尼由於文化上的差異,可能會對於直銷系統產生影響。另外,台灣和印尼也會因人際關係建立的差異而對績效產生不同。再而,銷售技巧在台灣和印尼的差異,也可能對兩地的直銷系統產生影響。最後,本研究將提供兩地的直銷商經營上的指導方針。 |
英文摘要 |
Direct Selling companies have come to occupy an essential place in the market economy. The multi-level marketing (MLM) industry which is a special form of direct selling system, is characterized as a network-building service industry. Following international competition and the transformation of the social structure in both in Taiwan and Indonesia, more and more people have been attracted to the multi- level marketing industry. The designing core of a multi-level marketing organization network focuses on giving consideration to market development opportunities between consumer-oriented (self-use consumers) and business-oriented (career- minded sales distributors) direct salespeople. Because the multi- level marketing industry has a loose and open organization structure, control of loyalty and turnover undoubtedly would affect its operation. In this paper, we propose hypotheses and implement statistical test in Taiwan and Indonesia’s multi-level marketing (MLM) companies to analyze whether there is a difference in direct selling systems between Taiwan and Indonesia and also to .analyze the determinant factors that affect the direct selling systems effectiveness in both two countries. By testing six hypotheses, we find that the difference in respective cultures in the societies of Taiwan and Indonesia impact upon the direct selling systems in those two countries. Direct selling systems in both countries also differ along the lines of sales persons' performance in relationship marketing, which are different in various areas. The selling techniques put to use by sales persons in Taiwan and Indonesia’s direct selling show several variances which in turn cause direct selling systems to be different in both countries. Finally, this research also describes the best method for direct selling in each country to get success. |
第三語言摘要 | |
論文目次 |
TABLE OF CONTENTS 謝辭.……………………………………………………………………………………I 中文摘要……………………………………………………………………………… I English Abstract………………………………………………………………………..I Table of Contents……………………………………………………………….……...I List of Tables…………………………………………………………………………III List of Figures………………………………………………………………………..IV CHAPTER I:INTRODUCTION 1 1.1 Research Background 1 1.2 Research Motives 3 1.3 Research Objectives 4 1.4 Research Organization 4 1.5 Research Flow 5 1.6 Research Limitation 6 CHAPTER III:LITERATURE REVIEW 7 2.1 Theoretical Background 7 2.1.1 Direct Selling System 7 2.1.2 Relationship Marketing 9 2.1.3 Network Marketing 15 2.1.4 Cultural Differences 19 2.2 Related work 21 CHAPTER III:BACKGROUND OF DIRECT SELLING SYSTEM IN TAIWAN AND INDONESIA 24 3.1 Direct Selling in Taiwan 24 3.2 Direct selling in Indonesia 35 CHAPTER IV:RESEARCH METHODOLOGY 43 4.1 Research Framework 44 4.2 Research Subject 44 4.3 Sampling 44 4.4 Data Collection 47 4.5 Definition of Variable 48 4.6 Questionnaire design 50 4.7 Method of Analysis 52 CHAPTER V:DATA ANALYSIS 53 5.1 General Analysis Response 53 5.2 Validity and Reliability Instrument 60 5.3 Chi- Square Test 63 5.4 ANOVA analysis (One Way Classification) 73 5.5 Test Result 75 CHAPTER VI:CONCLUSION AND SUGGESTIONS 76 6.1 Conclusion/Discussion 76 6.2 Suggestions for Future Research 79 REFERENCES 80 English References: 80 Internet Resources 86 Questionnaire 88 LIST OF TABLES Table 2.1 Summary of Existing Studies on Guanxi 12 Table 2.2 A Commission Percentage 18 Table 2.3 Nationality Status 19 Table 2.4 Summary of Literature of Direct Selling 22 Table 3.1 Economic Demography Factor 27 Table 3.2 Data of Taiwan’s Direct Selling System Companies (1998) 28 Table 3.3 Taiwan’s Multilevel Marketing Industry Outlook (as the end of 2002) 33 Table 3.4 Data of direct Sales in Indonesia 36 Table 4.1 Questionnaire distribution in MLM Taiwan 46 Table 4.2 Questionnaire distribution in MLM Indonesia 47 Table 4.3 Questionnaire design 50 Table 5.1 A summary of Questionnaires and Response Rates 53 Table 5.2 The Profile of the Respondent 54 Table 5.3 Descriptive Statistics Analysis 56 Table 5.4 Validity and Reliability Test Result 61 Table 5.5 Result of Chi -Square Test 64 Table 5.6 Independent t-test result (Culture)……………………………….73 Table 5.7 Independent t-test result (relationship)………………………….73 Table 5.8 Independent t-test result (Selling Technique)…………………...74 Table 5.9 The Test Results 75 LIST OF FIGURES Figure1.1 Research flow chart 5 Figure 3.1 Sales Amount 33 Figure 3.2 Active Participants (Thousands) 34 Figure 3.3 Registered Enterprises 34 Figure 3.4 Companies in-operation 35 Figure 4.1 Research framework 44 |
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