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研究生:蔡聖賢
研究生(外文):sheng-xian cai
論文名稱:多層次傳銷業導入知識管理之適用性及建構策略研究
論文名稱(外文):A Study On Feasibility and Construction Strategy OfKnowledge-Based Management Applied For Multi-Level Marketing Industry
指導教授:嚴奇峰嚴奇峰引用關係
指導教授(外文):Heitmann G.F. Yen
學位類別:碩士
校院名稱:中原大學
系所名稱:企業管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2002
畢業學年度:89
語文別:中文
論文頁數:130
中文關鍵詞:知識分享多層次傳銷業建構策略知識管理
外文關鍵詞:Knowledge SharingConstruction StrategyKnowledge-based Managementmultiple-level marketing industry
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值此「知識經濟時代」,知識將取替勞動、資本和自然資源,成為企業最重要的資產。而未來的企業亦將會成為「知識型組織」,亦即必會走向以知識為導向的組織結構,所以「知識管理」已成為當前企業最重要的管理議題。

鑑於各個產業如火如荼的推行「知識管理」的豐碩成效,唯至今多層次傳銷業尚未有導入實例,故本研究針對傳銷業這種以「人」為中心的行銷組織網的運作模式作實際的觀察。藉以對傳銷業是否適合導入知識管理及其作法進行探索性的研究。在初級資料的蒐集方面,針對學者、專家及業界進行深度訪談。在次級資料蒐集上,則透過文獻探討、個案資料以及問卷調查資料進行分析。經由彙整專家訪談的意見及業界對知識管理的看法所綜合的結果。

本研究獲得結論是:多層次傳銷業導入資訊化的知識管理已成必然趨勢。另有關導入之建構策略分別有以下幾點建議:
1.人員觀念的溝通 2.高層主管的認知與支持 3.盤點公司可動用的資源有多少
4.導入初期宜以「試點」方式進行 5.結合企業策略性目標 6.進行知識差距分析,有效掌握公司知識資源 7.建立公司內部知識流通的結構 8.運用「知識螺旋」原理,創造新知識 9.運用適當的資訊科技基礎建設10.建置知識分享的管理機制 11.規劃e-learning教育訓練系統 12.落實「知識管理」成為傳銷商拓展的有力工具。

最後本研究就知識管理議題提出對傳銷業的建議為:1. e網打盡優秀人才,傳銷事業才能可大可久 2.善用科技與知識的結合,建構學習型組織 3.建立有效激勵知識分享的管理制度,促進組織知識的流動 4. 營造社群意識,促成傳銷商知識分享與開放學習的氣氛5.運用資訊網路科技便利性,成為傳銷商最佳的輔銷工具 6. 提供知識性服務,創造新的行銷商機 7.有效結合人際網與資訊網提供更個人化服務。思考如何讓兩者相結合,成為傳銷業開創新商機的兩大利器。
The time of “Knowledge-based Economy” has arrived Knowledge substitutes the manpower, capital investment & natural resource for becoming the most important asset of the company business. The future organizational development will be toward the “Knowledge-based Organization”, i.e. Knowledge-oriented organization will be formed. So the “Knowledge-based Management” will be becoming the most concerned management topics for the enterprises.

A lot of different industries implementing “Knowledge-based Management” receiving fruitful result, but the multiple-level marketing industry has no clear evid-
ence to show any progress on this topics. The operations of multiple-level marketing industry are mainly relied on “people-centered” marketing/sales organization network. This research is trying to find out whether the multiple-level marketing industry is su-
itable to implement “Knowledge-based Management” or not. It is thru the interviews with scholars, professionals and businessmen to get the preliminary data collection. The preliminary data collection includes literature study, case study and questionnaire survey analysis.

The conclusion of this research is that “Knowledge-based Management” will be the trend for multiple-level marketing industry. There are some suggestions for the construction strategy of “Knowledge-based Management”:
1.People concept’s communication. 2. Recognition and support from top management. 3. Find out how much available resource can be used. 4. Select test point on trial at the beginning stage. 5. In line with the corporate strategy goals. 6.An analysis on the gap of Knowledge, and control the company knowledge resource effectively. 7. Build up the company internal structure for knowledge flow. 8. Use the principle of “knowl- edge propeller effect” to create new knowledge. 9. Apply the proper IT technologic structure. 10. Build up the management mechanism for knowledge sharing system. 11. Plan for e-learning education/training system. 12. Apply the “Knowledge-based Man- agement” as a powerful tool for multiple-level marketing industry to develop the new market.

About “Knowledge-based Management”, this research has several suggestions for multiple-level marketing industry: 1. Get best talents for this industry, then this industry can grow and develop. 2. Effective utilization of technology to combine with knowledge to construct a “learning Organization”. 3. Build up an incentive system to encourage the knowledge sharing and promote the corporate knowledge flow process. 4. To form a community senses, encourage the activities on the knowledge sharing and openness of multiple-level marketing industry. 5. Use the convenience of internet technology to do the marketing. 6. Provide the knowledge-based service and create new opportunity for the marketing. 7. Connect the human relationship with informat- ion network and provide more personal services. It will become two major advantages for multiple-level marketing industry how to combine the above-mentioned factors.
第壹章 緒論 1
第一節 研究背景與動機1
第二節 研究目的2
第三節 章節結構2
第四節 研究限制3
第五節 研究程序4
第貳章 文獻探討5
第一節直銷與多層次傳銷之比較5
第二節 多層次傳銷組織網路特性理論11
第三節 知識的定義與分類18
第四節 知識管理的議題22
第五節 相關的管理制度44
第六節 知識管理的工具50
第參章 研究方法55
第一節名詞定義55
第二節研究架構與流程56
第三節變數操作型定義與衡量57
第四節研究方法60
第肆章 傳銷業導入知識管理適用性評估61
第一節傳銷業知識的管理現況調查61
第二節傳銷組織網路特性73
第三節專家意見訪談法75
第四節本章小結80
第伍章 個案描述與分析81
第一節個案描述及知識管理的做法81
第二節個案比較104
第三節個案公司知識的管理現況評估107
第四節傳銷業未導入資訊化知識管理的原因探討110
第五節本章小結111
第陸章 結論與建議112
第一節研究結論112
第二節建議115
第三節後續研究方向建議117
參考文獻118
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