本文選題：直銷　切入點(diǎn)：法律　出處：《西南政法大學(xué)》2006年博士論文

【摘要】：直銷自1990年在我國(guó)出現(xiàn)以來(lái)，先后經(jīng)歷了引入期、混亂期、禁止期的曲折道路，目前正處于逐步開(kāi)放期，雖然《直銷管理?xiàng)l例》和《禁止傳銷條例》業(yè)已頒布，但這僅僅是一個(gè)開(kāi)始，我國(guó)直銷市場(chǎng)步入法制化道路仍然任重而道遠(yuǎn)。研究直銷法律規(guī)制具有較強(qiáng)的現(xiàn)實(shí)意義和理論價(jià)值，本論文總共分為五章。主要內(nèi)容如下： 第一章是直銷概述。第一節(jié)首先是正本清源，從市場(chǎng)營(yíng)銷學(xué)的角度明確直銷概念，并將其與諸多似是而非的相關(guān)名詞區(qū)分，特別是與“金字塔銷售”的嚴(yán)格區(qū)分。直銷是獨(dú)立直銷商以面對(duì)面的說(shuō)明方式把產(chǎn)品或服務(wù)直接銷售給最終消費(fèi)者而計(jì)算提取報(bào)酬的一種方式，包括單層次直銷和多層次直銷，它是一種復(fù)雜的經(jīng)濟(jì)活動(dòng)，一種特殊的營(yíng)銷模式，一種商事交易行為。“金字塔銷售”是利用直銷的交易方式和銷售形式，以高額回報(bào)為誘餌，進(jìn)行欺騙和欺詐活動(dòng)，達(dá)到非法牟取暴利的目的，其實(shí)質(zhì)是一種商業(yè)欺詐行為，是不正當(dāng)?shù)男袨椋�，為各�?guó)所禁止的非法行為。第二節(jié)通過(guò)回顧直銷發(fā)展歷史，了解直銷作為一種商業(yè)營(yíng)銷模式，一樣要遵循商業(yè)的一般規(guī)律，經(jīng)歷三個(gè)階段：產(chǎn)生或引入階段、成長(zhǎng)混亂階段和成熟完善階段。不同的時(shí)期，應(yīng)該采取不同的監(jiān)管模式，這樣為后面直銷的監(jiān)管制度提供相應(yīng)的經(jīng)濟(jì)規(guī)律。第三節(jié)是直銷相關(guān)理論基礎(chǔ)的介紹，如倍增學(xué)理論、營(yíng)銷學(xué)理論和人際關(guān)系學(xué)理論，以便加深對(duì)直銷的了解，有利于規(guī)范直銷行業(yè)。第四節(jié)是從政府、企業(yè)、直銷商、消費(fèi)者四方面來(lái)分析直銷的功能和風(fēng)險(xiǎn)，以此說(shuō)明直銷的合理性以及存在的負(fù)面問(wèn)題，為后面直銷法律規(guī)制提供了必要性。 第二章是直銷商法規(guī)制——直銷交易法律關(guān)系分析。直銷作為市場(chǎng)經(jīng)濟(jì)中一種新興的商業(yè)模式，是一種競(jìng)爭(zhēng)機(jī)制下的自由選擇，作為一種市場(chǎng)主體的交易行為，直銷首先需要商法對(duì)直銷企業(yè)、直銷商和消費(fèi)者之間的法律關(guān)系予以確定，才能明晰平等主體的之間的權(quán)利和義務(wù)。從商法角度分析直銷交易法律關(guān)系是本文的一個(gè)嘗試。第一節(jié)是對(duì)直銷交易法律關(guān)系的涵義界定，將直銷交易法律關(guān)系，定義為是一種以直銷經(jīng)營(yíng)活動(dòng)為主要內(nèi)容的橫向經(jīng)濟(jì)法律關(guān)系，它關(guān)注的是平等的商業(yè)主體間以及與消費(fèi)者的權(quán)利義務(wù)關(guān)系，其屬性是商事法律關(guān)系。第二節(jié)是介紹直銷交易法律關(guān)系的主體，重點(diǎn)在于界定直銷商的身份，將其與企業(yè)雇員以
[Abstract]:Since its emergence in China in 1990, direct selling has experienced a tortuous road of introduction, confusion and prohibition. It is now in a gradual opening period, although the regulations on Direct Marketing Management and the regulations on Prohibition of MLM have been promulgated. But this is only a beginning, our country direct selling market steps into the legal system road is still heavy and the road is long. The research direct sale legal regulation has the strong realistic significance and the theory value, this paper altogether divides into five chapters. The main contents are as follows:. The first chapter is an overview of direct selling. The first section is to clarify the concept of direct marketing from the perspective of marketing, and distinguish it from many specious related nouns. In particular, it is a strict distinction from "pyramid sales." Direct selling is a way for independent distributors to sell products or services directly to the final consumer in a face-to-face manner, including single-level direct selling and multi-level direct selling. It is a complex economic activity, a special marketing model, a commercial transaction behavior. "Pyramid sales" is the use of direct sales of transactions and forms of sales, with high returns as bait for deception and fraud, In order to achieve the goal of illegal profiteering, its essence is a kind of commercial fraud, which is an illegitimate act that is prohibited by various countries. Section II, by reviewing the history of direct selling, understands that direct selling is a commercial marketing model. The same should follow the general laws of business, going through three stages: production or introduction, growth chaos and maturity. Different regulatory models should be adopted at different times. This provides a corresponding economic law for the regulatory system of direct selling in the future. The third section is an introduction to the theoretical basis of direct selling, such as multiplication theory, marketing theory and interpersonal relationship theory, in order to deepen the understanding of direct selling. The fourth section is to analyze the functions and risks of direct selling from four aspects: government, enterprises, distributors and consumers, so as to explain the rationality and negative problems of direct selling. It provides the necessity for the legal regulation of direct selling. The second chapter is the legal relationship analysis of direct selling transaction. As a new business model in market economy, direct selling is a free choice under competition mechanism and a kind of transaction behavior of market subject. Direct selling first requires commercial law to determine the legal relationship between direct selling enterprises, distributors and consumers. It is an attempt of this paper to analyze the legal relationship of direct selling transaction from the angle of commercial law. The first section is to define the meaning of legal relationship of direct selling transaction and to define the legal relationship of direct selling transaction. It is defined as a horizontal economic legal relationship with direct marketing as its main content. It focuses on the equal relationship between commercial subjects and consumers' rights and obligations. The second section introduces the main body of the legal relationship of direct selling transaction, with the emphasis on defining the identity of the distributor, and connecting it with the employees of the enterprise
【學(xué)位授予單位】：西南政法大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2006
【分類號(hào)】：D922.294

【引證文獻(xiàn)】

相關(guān)期刊論文 前3條

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相關(guān)博士學(xué)位論文 前1條

1 張靖;我國(guó)消費(fèi)者保護(hù)中的冷卻期制度研究[D];湖南大學(xué);2011年

相關(guān)碩士學(xué)位論文 前10條

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8 黃偉國(guó);組織、領(lǐng)導(dǎo)傳銷活動(dòng)罪探討[D];湖南師范大學(xué);2010年

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