裂变营销属性:电商平台的创新、违法与传销犯罪
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引用本文:金朝榜,胡启忠.裂变营销属性:电商平台的创新、违法与传销犯罪[J].财经理论与实践,2022,(6):155-161
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作者单位
金朝榜,胡启忠 (西南财经大学 法学院,四川 成都 610000) 
中文摘要: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。
中文关键词:裂变营销  传销违法  传销犯罪  想象竞合
 
Fission Marketing Attributes:Innovation, Illegal and MLM Crimes
Abstract: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.
keywords:fission marketing  illegal MLM  MLM crime  Imaginative joinder of offenses
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