공유마케팅(Point Marketing) 보상플랜에 관한 연구

• 영문명: Research on the point marketing compensation plan
• 발행기관: 한국상품학회
• 저자명: 이기엽(Lee Key-yup)
• 간행물 정보: 『상품학연구』제23권 제2호, 81~111쪽, 전체 31쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2005.08.01

영문 초록

Recently there has been sharp increase in the number of multi-level marketing organizations using point marketing (or gongyu marketing). Gongyu marketing is the compensation plan which provide the portion of the sales volume of new comers as dividend to old members. Amount of dividend to old member is proportional to his point, which he accumulate through past purchase record. Without any effort, dividend are provided until accumulated dividend reach 150% of initial purchase. The purpose of this research is to analyze the point marketing compensation plan mathematically, and to show the several problems of point marketing. Through mathematical modelling and computer simulation, following results are found: 1. Except for cases of a few earliest entrants, it takes too long time until a member receives full amount of promised accumulated dividend. 2. If the number of new members increase rapidly, required time for full dividend reception shortened. But in this case, total number of members saturates, and new member entry stops. 3. Only a small portion of members receive full amount of promised accumulated dividend. 4. As point marketing program progresses, daily dividend payment decreases into negligible amount, and the entry of new member stops. 5. Point marketing used by many manufacturing and service firms are different from gongyu marketing: In the case of the former, the amount received is only a small portion of purchase, and the amount is deterministic, and, dividend arised from the consumption. 6. Incentive of general MLM plan is different from that of point marketing. In the case of the former, the amount received is proportional to the organization vitalization activity, and the amount is deterministic. 7. To gain the substantial amount of income from point marketing, a member must purchase a large amount every period. 8. Even though there has not been uproar against point marketing, there is a high chance that huge amount of financial damage against current point maketing members.

목차

Ⅰ. 공유 마케팅이란?

Ⅱ. 다단계 마케팅에 대한 기존의 연구

Ⅲ. 수식과 시뮬레이션을 통한 공유 마케팅 보상 플랜 분석

Ⅳ. 공유 마케팅 보상플랜에 대한 비판

Ⅴ. 결론

참고문헌

Summary