直销法律规制研究

发布时间：2018-03-27 13:46

本文选题：直销　切入点：法律　出处：《西南政法大学》2006年博士论文

【摘要】：直销自1990年在我国出现以来，先后经历了引入期、混乱期、禁止期的曲折道路，目前正处于逐步开放期，虽然《直销管理条例》和《禁止传销条例》业已颁布，但这仅仅是一个开始，我国直销市场步入法制化道路仍然任重而道远。研究直销法律规制具有较强的现实意义和理论价值，本论文总共分为五章。主要内容如下：第一章是直销概述。第一节首先是正本清源，从市场营销学的角度明确直销概念，并将其与诸多似是而非的相关名词区分，特别是与“金字塔销售”的严格区分。直销是独立直销商以面对面的说明方式把产品或服务直接销售给最终消费者而计算提取报酬的一种方式，包括单层次直销和多层次直销，它是一种复杂的经济活动，一种特殊的营销模式，一种商事交易行为。“金字塔销售”是利用直销的交易方式和销售形式，以高额回报为诱饵，进行欺骗和欺诈活动，达到非法牟取暴利的目的，其实质是一种商业欺诈行为，是不正当的行为，，为各国所禁止的非法行为。第二节通过回顾直销发展历史，了解直销作为一种商业营销模式，一样要遵循商业的一般规律，经历三个阶段：产生或引入阶段、成长混乱阶段和成熟完善阶段。不同的时期，应该采取不同的监管模式，这样为后面直销的监管制度提供相应的经济规律。第三节是直销相关理论基础的介绍，如倍增学理论、营销学理论和人际关系学理论，以便加深对直销的了解，有利于规范直销行业。第四节是从政府、企业、直销商、消费者四方面来分析直销的功能和风险，以此说明直销的合理性以及存在的负面问题，为后面直销法律规制提供了必要性。第二章是直销商法规制——直销交易法律关系分析。直销作为市场经济中一种新兴的商业模式，是一种竞争机制下的自由选择，作为一种市场主体的交易行为，直销首先需要商法对直销企业、直销商和消费者之间的法律关系予以确定，才能明晰平等主体的之间的权利和义务。从商法角度分析直销交易法律关系是本文的一个尝试。第一节是对直销交易法律关系的涵义界定，将直销交易法律关系，定义为是一种以直销经营活动为主要内容的横向经济法律关系，它关注的是平等的商业主体间以及与消费者的权利义务关系，其属性是商事法律关系。第二节是介绍直销交易法律关系的主体，重点在于界定直销商的身份，将其与企业雇员以
[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
【学位授予单位】：西南政法大学
【学位级别】：博士
【学位授予年份】：2006
【分类号】：D922.294

【引证文献】