2016-06-14 13:38

 

Ouyang article: the key to solve the lag behind the direct marketing supervision mechanism innovation

 

Direct reporting network in Beijing in June 14th (author Ouyang Wenzhang) direct supervision lag problem, must be solved, and the key to solving this problem lies in the innovation of direct supervision mechanism. This is a fundamental issue to promote the healthy development of the direct selling industry, the relevant government departments must be careful to make top-level design, and effectively implement the organization.
Since the implementation of "direct selling regulations", it has played an important role in safeguarding the legitimate rights and interests of consumers, guiding and regulating the direct selling industry in our country. However, this direct distribution pattern in the transaction process exist greatly monopoly industries and regions across, marketing hidden, information asymmetry, direct sales staff to dispersion characteristics, resulting in a serious lag direct supervision. Especially business training of direct selling supervision personnel system lag, supervision of direct marketing technical support lag, implementation monitoring equipment facilities lag "lag", resulting in direct regulatory authorities sometimes become a belated and direct violations involving mass media exposure was found.
To solve the direct supervision of the lag depends on what? We believe that the need to start from the top-level design, a good grasp of the key to the innovation of direct marketing supervision mechanism.
To modify and improve the direct marketing regulations as the premise of innovative regulatory mechanism
In fact, for the current development of the direct sales market has been great, with 11 years ago to develop direct marketing laws and regulations to restrict it, it has been clearly inadequate. In the service network construction as an example, according to the provisions of the present direct sale laws and regulations, "the establishment of service outlets, easy and meet the consumers, salespeople learn direct product prices, returns and enterprises in accordance with the law to provide other services". Therefore, direct selling enterprises in the expansion area before, must be at the county level or above the administrative area of the county to complete the construction of service outlets". The reality is that with the popularity of the Internet, logistics increasingly developed, direct selling enterprises after-sales service levels improve, the establishment of service outlets, has been completely can not by actual store form to achieve, which makes a much too close service outlets set up, not only become a mere formality, but also bring about the unnecessary economic burden to the enterprise. Also, for example, the multi-level direct selling, direct selling industry has called for many years, but now most of the reasons for direct selling companies are not carried out a single level of direct sales, suspected of mlm. So, pay close attention to modify and improve the direct regulation is a good grasp of the premise of direct supervision mechanism innovation, otherwise, direct supervision mechanism innovation can only become an empty talk.
Start with the reform of management system, accelerate the establishment of a national direct selling supervision system
In view of the new situation and new problems in the work of direct selling supervision, it should start with the reform of management system, establish and improve the supervision and management of direct marketing system. First, the establishment of direct marketing enterprises filing system. To check thoroughly for direct selling enterprises, a comprehensive grasp of basic situation of direct selling enterprises, branches, service outlets, salespeople and shop (including dealers, stores), to the requirements of "a business case for direct selling enterprises for the record. Archival content includes: enterprise registered capital, direct sales branches, service outlets, direct selling trainers, salespeople and other, the reference data must do detailed. Two is to establish a warning system. Finding signs of problems in direct selling enterprises, a timely reminder; the problem of enterprises in a timely manner., warned that urge enterprises to rectification; on the handling of complaints and reports published on a regular basis, on suspicion of illegal direct selling and pyramid selling seriously investigated, choose published typical cases. Three is to establish information communication mechanism. The establishment of direct supervision and management information submitted to the system, strengthen communication with the relevant departments, the regular exchange of direct access and direct market supervision and management of the market. To strengthen the contact with other functional departments within the administrative organs of industry and commerce, and grasp the relevant information in a timely manner. Four is to establish a direct marketing enterprise credit classification supervision system. According to the implementation of enterprise credit supervision and management requirements, a collection of credit index of direct selling enterprises market access, business behavior and market exit, setting and trustworthy, warning, dishonesty, serious dishonesty four grade standard, will direct marketing enterprise credit records and bad records into credit supervision and management system, and evaluate the direct selling enterprises credit rating, as on an important basis for classification management. Promote direct selling enterprises integrity management, law-abiding business. Five is to improve the legal system, according to the law to carry out direct market supervision. Business, commerce, quality supervision, inspection and quarantine, public security and other departments of responsibility should be combined with the new problems arising in practice, constantly improve direct system of laws and regulations, strengthen the construction of legal system of direct selling, and truly realize the direct rule of law.
Design of operation mechanism, implementation mechanism and standard two pronged
Industrial and commercial departments at all levels below the provincial level shall establish a full-time institution to supervise the implementation of the direct selling market. The design of full time organization, not only to meet the needs of the community, but also to reflect the characteristics and requirements of direct selling supervision, easy to carry out the supervision work. To strive to do direct marketing authority responsible for the clear division of labor between approval and supervision, the various departments can work together. At the same time, in the regulatory standards designed to do the article, accurately reflect the credit status of direct selling enterprises. According to the standards of trustworthiness, warning standards, dishonesty and serious dishonesty standards established for direct marketing enterprises incentives, early warning, discipline, elimination mechanism. The implementation of direct marketing enterprise information disclosure system, the identity of the public, the public and illegal acts, publicity of illegal enterprises. In the construction of regulatory information network, to achieve the standard uniform, resource sharing. The specific content of supervision include: registered enterprises, market supervision, contract supervision, supervision trademark, advertising regulation, fair trade, protection of consumers' rights and interests. In the regulatory approach, to achieve ex ante regulation, process supervision and ex post supervision. Gradually strengthen the direct selling products, price, quality, pay taxes, the protection of consumer rights, direct sales staff recruitment supervision.
In addition, to improve the direct supervision of the way, and comprehensively promote the construction of credit information. Supervision of the direct market, the government should increase financial input to support the business sector to establish a means of information based regulatory approach. Should make direct marketing supervisors professional, so that they should not only master the professional knowledge of direct supervision, but also be able to use advanced technology to promote the transition from static to dynamic supervision.
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