多层次直销和金字塔销售辨析

Discrimination between Multilevel Direct Selling and Pyramid Selling

金字塔销售扰乱了市场秩序,带来了严重的社会问题,妨碍着直销行业的健康发展,国外通过立法和行业协会规范,对多层次直销和金字塔销售做了明确区分,使直销最终走上了正轨。虽然中国也参照国外经验进行了立法,然而由于种种原因,金字塔销售和多层次直销鱼龙混杂,难以区分。本文通过分析美国联邦贸易委员会对安利审判的审判依据,展现多层次直销和金字塔销售的区别,并在此基础上,结合中国直销行业实际情况,提出了更具体的区分标准:直销产品须具有一定的市场竞争力;直销运作要以将产品销售给真正的消费者为最终目的;市场运作不依赖欺诈手段;大量使用兼职人员。

Disturbing the market order and bringing about serious social problems, pyramid selling hampers the development of direct selling. Foreign countries clearly differentiate multilevel selling and pyramid selling by legislation and industry association standard, but presently they are not distinguished in China. In this study, the basis for trial of Amway case adopted by the Federal Trade Commission of U. S is analyzed. Accordingly, a discrim- ination standard for multilevel selling and pyramid selling is proposed. It concluded that direct selling must have definite market competitiveness, the ultimate aim of direct seUing is to sell products to real consumers, the market operation does not depend on false means, and many part -time duty personnel is employed.