市场化社会动员路径机制的实地研究——以安利(中国)南京CG系统为例  

A Research about Mechanisms of Market-oriented Social Mobilization

作　　者：何雨[1] 王振卯[2] 

机构地区：[1]南京大学社会学院,南京210093 [2]江苏省社科院,南京210013

出　　处：《甘肃行政学院学报》2009年第5期107-116,共10页Journal of Gansu Administration Institute

摘　　要：较之于政府主导的行政化社会动员,市场化社会动员指的是现代经济社会中的各种直(传)销公司基于赢利性目的、采取合法或者非法的手段、通过洗脑式或者类洗脑式的致富甚至是暴富承诺来瓦解个体成员的价值图式与人生态度、塑造全新的心理情绪与心智结构,以吸引、招募潜在的准共同体成员,并在此基础上建构金字塔式或者类金字塔式的成员控制与财富分配的组织结构。本文采用质性的实地研究法,以安利(中国)南京CG系统为例,较为系统地分析了此市场化社会动员模式的行动逻辑、路径结构、策略机制与典型特征,并针对此种动员模式潜在的恶性后果提出了若干治理对策。Compared to the government-led social mobilization, market-oriented social mobilization is such that based on profit purposes, various direct-sale companies take legal or illegal means with brainwashing to gain sudden wealth to attract or recruit potential associate members. By this way, it can led the collapse of the value of the individual members of the Schema and attitude towards life, and create a new psychological and emotional and mental structures to the organization community. On this basis, it figures out a pyramid building structure of members control and the distribution of wealth. Introducing a qualitative field research method, this paper analyses the model of market -oriented social mobilization with an example of Amway (China), Nanjing CG system, and discusses action logic, path structures, strategy mechanism and typical characteristics, and draws some countermeasures to the malignant potential consequences.

关 键 词：市场化社会动员 路径结构 策略机制 典型特征 安利(中国)南京CG系统 

分 类 号：C912.68[经济管理]