本文選題：直銷　切入點：法律　出處：《西南政法大學》2006年博士論文

【摘要】：直銷自1990年在我國出現(xiàn)以來，先后經(jīng)歷了引入期、混亂期、禁止期的曲折道路，目前正處于逐步開放期，雖然《直銷管理條例》和《禁止傳銷條例》業(yè)已頒布，但這僅僅是一個開始，我國直銷市場步入法制化道路仍然任重而道遠。研究直銷法律規(guī)制具有較強的現(xiàn)實意義和理論價值，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，從市場營銷學的角度明確直銷概念，并將其與諸多似是而非的相關名詞區(qū)分，特別是與“金字塔銷售”的嚴格區(qū)分。直銷是獨立直銷商以面對面的說明方式把產(chǎn)品或服務直接銷售給最終消費者而計算提取報酬的一種方式，包括單層次直銷和多層次直銷，它是一種復雜的經(jīng)濟活動，一種特殊的營銷模式，一種商事交易行為�！敖鹱炙N售”是利用直銷的交易方式和銷售形式，以高額回報為誘餌，進行欺騙和欺詐活動，達到非法牟取暴利的目的，其實質是一種商業(yè)欺詐行為，是不正當?shù)男袨�，，為各國所禁止的非法行為。第二�?jié)通過回顧直銷發(fā)展歷史，了解直銷作為一種商業(yè)營銷模式，一樣要遵循商業(yè)的一般規(guī)律，經(jīng)歷三個階段：產(chǎn)生或引入階段、成長混亂階段和成熟完善階段。不同的時期，應該采取不同的監(jiān)管模式，這樣為后面直銷的監(jiān)管制度提供相應的經(jīng)濟規(guī)律。第三節(jié)是直銷相關理論基礎的介紹，如倍增學理論、營銷學理論和人際關系學理論，以便加深對直銷的了解，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、消費者四方面來分析直銷的功能和風險，以此說明直銷的合理性以及存在的負面問題，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——直銷交易法律關系分析。直銷作為市場經(jīng)濟中一種新興的商業(yè)模式，是一種競爭機制下的自由選擇，作為一種市場主體的交易行為，直銷首先需要商法對直銷企業(yè)、直銷商和消費者之間的法律關系予以確定，才能明晰平等主體的之間的權利和義務。從商法角度分析直銷交易法律關系是本文的一個嘗試。第一節(jié)是對直銷交易法律關系的涵義界定，將直銷交易法律關系，定義為是一種以直銷經(jīng)營活動為主要內(nèi)容的橫向經(jīng)濟法律關系，它關注的是平等的商業(yè)主體間以及與消費者的權利義務關系，其屬性是商事法律關系。第二節(jié)是介紹直銷交易法律關系的主體，重點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
【學位授予單位】：西南政法大學
【學位級別】：博士
【學位授予年份】：2006
【分類號】：D922.294

【引證文獻】

相關期刊論文 前3條

1 袁一峰;陳超;;淺評中國直銷法規(guī)[J];中國工商管理研究;2008年08期

2 詹慶;金勵;劉曉;;直銷交易消費者反悔權之實證研究[J];消費經(jīng)濟;2008年06期

3 袁一峰;陳超;;中國直銷法規(guī)淺評及實踐對策[J];科技創(chuàng)新導報;2008年09期

相關博士學位論文 前1條

1 張靖;我國消費者保護中的冷卻期制度研究[D];湖南大學;2011年

相關碩士學位論文 前10條

1 趙軍;組織、領導傳銷活動罪研究[D];華東政法大學;2010年

2 沈松;高校防范大學生參與傳銷活動的對策研究[D];南昌大學;2010年

3 曾麗君;我國無店鋪銷售發(fā)展的困境及對策研究[D];吉林財經(jīng)大學;2011年

4 岳玉婷;論組織、領導傳銷活動罪[D];山東大學;2011年

5 湯義平;組織、領導傳銷活動罪的理解與適用[D];上海交通大學;2011年

6 劉黎冬;直銷的法律規(guī)制研究[D];鄭州大學;2007年

7 吳玉平;工商部門直銷監(jiān)管研究[D];上海交通大學;2008年

8 黃偉國;組織、領導傳銷活動罪探討[D];湖南師范大學;2010年

9 田競;傳銷性質分析及傳銷蔓延的民事法律對策研究[D];河南大學;2010年

10 邢奕;論直銷人員的權益保障[D];內(nèi)蒙古大學;2010年

本文編號：1671770