【作者】 黄峰；

【导师】 方俊； 刘芳；

【作者基本信息】 华南理工大学 ， 公共管理（专业学位）， 2021， 硕士

【摘要】 当今世界有许多种产品分销模式,其中直销是较为重要但也长期为人所诟病的一种,直销模式已经在全球各地发展了数十年,自上世纪末开始传入我国。自我国加入世贸组织后,我国的社会主义市场经济高速发展、日新月异,其中就包括了销售模式的推陈出新。由于直销这种销售方式的特殊性,其发展速度与发展规模变数太大,优点和缺点都非常突出;而且基于我国市场经济起步晚,发展快,政府监管体系跟不上改革的步伐,缺乏经验,从而导致了虚假宣传、非法宣传和强买强卖等一系列问题的出现。本文旨在研究这一系列问题,并期翼通过研究提出合理化的监管对策建议。笔者通过对广东省肇庆市D区直销行业进行实证研究,梳理该地区该行业的现实情况,发掘存在的问题,通过对国内外对直销行业进行监管的学术研究进行参照,采用比较分析法、调查问卷法、文献研究法等多种研究方法,深入研究当前该地区该行业存在的监管问题,并提出破解问题的几条路径,对国内该行业的监管困境具有一定的参考价值和现实意义。本文第一章讲述研究背景,意义、内容、方法等;第二章讲述直销和直销监管的相关概念;第三章重点阐述肇庆市D区直销行业的监管现状;第四章具体阐述和研究分析肇庆市D区直销行业监管存在的主要问题以及成因,主要从管理的局限性、相关法律法规和制度、监管手段以及舆论宣传等方面去展开探讨和研究;第五章主要对国内外政府直销行业监管状况的分析,并结合肇庆市D区的实际情况得出借鉴和启示;第六章主要是在前面阐述的基础上,结合国内外政府的直销行业的监管经验提出合理的对策,肇庆市D区对直销行业的监管需要通过提高监管能力、完善法规建设、加强舆论宣传、组建行业协会等手段去完善。最后概括和提炼本文的研究成果,包括本文的主要结论及今后继续研究需要补齐的短板,可以为政府有关部门开展行业监管时提供一定的智力参考和理论依据,从而实现监管质量和效率的同步提升。更多还原

【Abstract】 With varies of sales models in the world,direct selling is one of those,which is a main popular kind of legal product distribution mode,but meanwhile criticized all over the world for decades.Direct selling has experienced more than 20 years of development in China since the end of last century.After China’s accession to the WTO,the domestic market economy has changed a lot at a fast step,and the direct selling industry has begun to take root and sprout in China.Because of the particularity of direct selling,its development speed and scale are too variable with both advantages and disadvantages.Moreover,due to the late development of China’s market economy and the large-scale way of economic development,the lack of experience in the government supervision system causes the emergence of illegal propaganda,exaggeration and forced purchase and sale.This paper aims to study this series of problems,and expects to put forward reasonable regulatory countermeasures and suggestions through research.This paper takes the current situation and problems in the direct selling industry in District D,Zhaoqing City,Guangdong Province as the research object,referring to the research status of foreign and domestic direct selling supervision,and comprehensively using various methods such as making surveys,literature research,case analysis,comparative analysis,etc.,to explore the current situation of direct selling supervision and the existing problems in supervision in the area of Zhaoqing,and put forward countermeasures to solve the problems above.The first chapter describes the research background,significance,content and methods;the second chapter describes the related concepts of direct selling and its supervision;the third chapter focuses on the current regulatory status of District D,Zhaoqing direct selling industry and the existing problems of government supervision;the fourth chapter specifically studies the reasons for the ineffective supervision of District D,Zhaoqing direct selling industry,mainly from the limitations of management,relevant laws and regulations,regulatory means and public opinion;the fifth chapter mainly analyzes the supervision situation of the direct selling industry of foreign governments,and draws lessons and Enlightenment from the practice of District D,Zhaoqing;the sixth chapter mainly proposes reasonable countermeasures based on the previous foundation and the supervision experience of the direct selling industry of foreign governments.District D of Zhaoqing’s supervision of the direct selling industry needs to establish industry associations,improve the construction of laws and regulations we will improve regulatory capacity and enhance public opinion.Finally,it summarizes and refines the conclusions of this paper,mainly including the main conclusions and deficiencies of the research,which can be provided to the government regulatory authorities to make research and reference when making relevant policies,so as to improve the effect of regulatory implementation.更多还原