The Social Network's Dilatation Driven By Benefit

The direct selling network become typical when the goal of social network becomes benefit .The illegal multi-level marketing network is the variation of direct selling network, it is the extreme performance of social network benefit. As our country gradually opens the direct selling market the academic circles should put more attention to the direct selling.The present research on sells about the direct selling and the multi-level marketing is very rare, and is lack of the real diagnosis research and the typical case. The former social theory of network has not involved the influence of the interpersonal relations through social network. Viewed from the sociology, this essay take Am.W. direct selling network as the research object, seeing about how the benefit drive the constructs, the expansion and the maintenance by researching on the real demonstration and some related factors of this phenomena, it also talks about the influence on the interpersonal relations of this process.From the goal of the Am.W direct selling network member joining in Am.W., how direct selling business seeks customer and partner, how it sells product, how it maintains network scale, and the function of conference , the direct selling network has the obvious different characteristic comparing with the traditional interpersonal network expansion process. In process of expanse of the traditional interpersonal network, people attach much importance to emotional factor, the people follow different association rule according to the category of relation with other people, moreover the trade cannot exist in the intimate blood relationship society. The sharp comparison with this is that the benefit is the direct basic motivity of sale network expansion; The direct selling network formulated its own rule to adjust kinds of relations in the network, and never change however close the relationships are; The direct selling network has introduce the association principle which related the fresh person to the relative friend encircles.The social network representing by the direct selling network is the tendency of the interpersonal network in the transferring time. The correlation factors of this tendency are the enlarge of society flows, the benefit guide of market economy, the influence of western management way and the value.The illegal multi-level marketing is a kind of fraud from the essence. The reason why it spread fast is that lack of the national management, the merchant do not followthe game rule, the objects of the direct selling the are deficient of rationality. Since 1998, the government has formulated laws and regulations which has keep the public, the big scale illegal multi-level marketing within limit. Moreover, the analysis to the material of experiences indicates that between the direct selling business, the direct selling business establishes the trust with other populace between the way is turning to the system method which takes legal system as representative; Loot by the agitation of the illegal multi-level marketing, the Chinese people have greatly enhance the vigilant degree to the illegal multi-level marketing. As these two defense lines along with the legal system and the populace are day by day firmed, the direct selling industry will one day be standard, the interpersonal relations among the direct selling.industry will also be more coordinated.