多層次傳銷事業關鍵成功因素之研究－以八馬國際事業為例

The Critical Success Factors for Multi-level Marketing Industry: an Empirical Study of Total Swiss International

10.6495/CIMBM.201806.0049

徐國楦(Kuo-Hsuan Hsu)；葉清江(Ching-Chiang Yeh)

多層次傳銷 ； 關鍵成功因素 ； 平衡計分卡 ； 模糊層級分析法 ； Multi-Level Marketing ； Critical success factors ； Balanced Scorecard (BSC) ； Fuzzy Analytic Hierarchy Process (FAHP)

科際整合管理研討會

2018第20屆（2018 / 08 / 01）

720 - 733

繁體中文

影響一家企業的成功因素非常多，包含領導人的意志、團隊的士氣、公司產品的優劣等等。但最終影響一個企業成功最大的關鍵點，還是在於「人」。再好的產品、再好的研發，若沒有好的領導人、好的營運團隊，也難以成事。由於多層次傳銷產業有其特殊的性質，和傳統產業的組織架構、人力資源界定乃至於勞資關係，都不相同。本研究以八馬國際為研究對象，在研究方法上，透過已有多方面學術研究證實效果之平衡計分卡(Balance Scorecard, BSC)平衡計分卡，結合模糊層級分析法(Fuzzy Analytic Hierarchy Process, FAHP)取得其對應的關鍵指標之間的權重。最後，本研究發現核心產品、公司形象及產品認證最受肯定，同時，包含社會責任、培訓制度以及差異化，還有售後服務及市場營收成長，也都構成八馬國際成功的要素。其結論也可有助於其他多層次傳銷企業做為提升經營改善的參考。

The survival of an enterprise depends on many factors. It may not be obvious during the peaceful period, but once a crisis occurs, you would discovered the differences of facing the crisis between the companies. The incentives of this study is the exactly case that occurred in Taiwan in 2016. Under all kinds of scandals that happened in Total Swiss International Ltd., tens of thousands Multi-level Marketing members are still supported the company. What are the key success factors of Total Swiss International Ltd.? This study attempts to inspect the various factors affecting the operation of the Multi-level Marketing Industries through the Balanced Scorecard (BSC), by using four aspects and focused on the analysis of sixteen selected indicators. Combining with the Fuzzy Analytic Hierarchy Process (FAHP) to obtain the weight between the four aspects and their corresponding key figures.