裂变营销属性:电商平台的创新、违法与传销犯罪  

Fission Marketing Attributes:Innovation,Illegal and MLM Crimes

作　　者：金朝榜 胡启忠[1] JIN Chaobang;HU Qizhong(Law School,Southwestern University of Finance and Economics,Chengdu,Sichuan 610000,China)

机构地区：[1]西南财经大学法学院,四川成都610000

出　　处：《财经理论与实践》2022年第6期155-161,共7页The Theory and Practice of Finance and Economics

基　　金：国家社会科学基金一般项目(19BFX087)。

摘　　要：在“流量经济”与“用户思维”加持下,传销形态已发生异变。对于裂变营销属性的认定,应当通过非法传销的实质解读,提炼出传销的元模型,将具有非法传销外观的营销创新予以剥离,形成“拉人头+团队计酬”以及“收取入门费+团队计酬”的二元类型。同时,借助缓和的违法一元论,透视裂变营销中传销违法向传销犯罪的转化逻辑,明确二者之间“质”与“量”的区别。当本罪与诈骗犯罪或集资犯罪发生竞合时,应当充分发挥想象竞合的“明示机能”实现全面评价,并择重处罚。Under the background of the Internet economy,the MLM model has changed.For the identification of fission marketing attributes,through the substantial interpretation of illegal MLM,Illegal MLM is limited to two types:“member induction+multi-level”and“membership fees+multi-level”.At the same time,the difference between illegal MLM and MLM crimes should be noted.Between the crime of fund-raising,the crime of fraud and MLM crimes,the criminal law should realize a comprehensive evaluation and choose heavy punishment.

关 键 词：裂变营销 传销违法 传销犯罪 想象竞合 

分 类 号：D917.6[政治法律—法学]