국내 MLM 기업 유입 요인 분석을 통한 수출 활성화 방안- 내재적 요인을 중심으로-

초록

The network marketing (MLM) industry, which originated overseas, has traditionally relied heavily on imported products. However, the recent expansion of domestic companies into overseas markets suggests that the MLM industry holds significant value as a niche export strategy. Despite these changes, academic research on how to revitalize the MLM industry remains lacking. This study focused on the factors that attract individuals to multi-level marketing (MLM). By analyzing court cases and online business briefing videos, we investigated specific motivations for entering the MLM business. Focusing on intrinsic factors, we analyzed the main factors driving participation in domestic MLM companies and found three factors: growth, information transfer, and relationship. While MLM companies employ aggressive sales strategies to stimulate these intrinsic motivations, the actual distribution environment for individual business owners is unfavorable, hindering network expansion. For MLM to become a viable niche strategy for product exports, we must bridge the gap between the recruitment strategies employed by companies and the realities of the distribution landscape, and address the inherent challenges associated with these entry factors.

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