中国大陆制度变革中直销企业行为的案例研究

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1、中国大陆制度变革中直销企业行为的案例研究中国大陆制度变革中直销企业行为的案例研究CaseStudyonForeignCompanies’BehaviorinMainlandChina’sDirectSellingIndustry摘要在中国大陆的案例中，政府和外资直销企业是直销行业制度变革的两大中坚力量，政府的态度由先期的“允许存在，限制发展，加强管理，谨慎试点”，再到后来“一律立即停止传销经营活动”的一刀切，进而“正常经营，保护外商投资公司的合法权益”，继而设置高门槛和发放牌照，直至《直销管理条例》与《禁止传销条例》

2、相继出台，中国直销行业制度变革才基本上脱离了剧烈变动的阶段。本研究通过比较各国直销业发展历史，分析直销易被非法传销所利用的原因，指出直销业容易受制度变革的冲击，并将受冲击的直销业发展分为感染期、初创期、恢复期和稳定发展期四个阶段。在案例研究中，本研究指出除了政府应积极立法规范外，直销企业应在一定程度上承担制度创业者的角色，完成制度体系与制度创业者共同演化的过程。关键词：直销案例研究制度变革企业行为AbstractBecauseofitshugemarketpotentialandthetypicalcommunity

3、culture,MainlandChinawasseenasafertilegroundforthedevelopmentofdirectsellingindustry1>.However,comparingwithothercountries,thisresearchfindoutthatChinahasalsogonethroughanearlydevastatingimpactofillegalpyramidschemes.InthecaseofMainlandChina,thegovernmentandfor

4、eigncompaniesarethemostimportantpowersinthisindustry,thegovernment'sattitudehaschangedfrom“allowtheexistence,withrestrictionsonthedevelopment,strengthenmanagement,cautiouslypilot,”to“immediatecessationofallmulti-levelmarketingbusinessactivities”,andthen“op

5、erateproperbusiness,protectthelegitimaterightsandinterestsofforeigninvestmentcompanies”.Thenthegovernmentsetthehighentrybarriers,laterthepolicyoflicenseissuanceuntilthe<DirectSellingRegulations>and<RegulationsofPyramidSchemes>wereintroduced,bothofth

6、embringtheendoftheperiodofchaos.Atthesametimetheattitudeofforeigndirectsellingcompaniesisalsoveryinteresting:Fromtheacquiescenceoftheillegalpyramidschemes,topassiveacceptanceofexistingrules,thentoactivelylobbythegovernmentandstakeholders,atlasttoactivelypartici

7、pateintheindustry’sruleestablishment.Inthispaper,comparingothercountries’developmenthistory,theauthoranalyzewhythedirectsellingiswillingtobeinfluencedbyillegalpyramidschemes.Thenhepointsoutthatthisindustryisvulnerabletotheimpactofinstitutionalchange,andheargues

8、thatitsdevelopmentisdividedintoinfluencedphase,start-upphaseandrecoveryphase,andastabledevelopmentphase.Inthecasestudy,theauthorpointsoutthattheGovernmentshouldactivelyestab