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张国华:牌照不是护身符 拿牌直企应珍惜

2013-2-21 11:46 来源:中国消费者报 围观:3959人次 我来说两句(955)
摘要:图为与会直销企业代表现场签署直销企业履行社会责任承诺书   5月24日,在国家工商总局直销监督管理局召开的全国直销企业工作座谈会上,31家获得直销经营牌照的直销企业,签订了《直销企业履行企业社会责任承诺书》 ...

图为与会直销企业代表现场签署直销企业履行社会责任承诺书

 

   5月24日,在国家工商总局直销监督管理局召开的全国直销企业工作座谈会上,31家获得直销经营牌照的直销企业,签订了《直销企业履行企业社会责任承诺书》,就守法经营、诚信经营、公平竞争、保护消费者权益等,集体向社会做出了郑重承诺。

  国家工商总局直销监管局局长张国华提出,有承诺就要有行动。今后,直销企业需要着力从以下六个方面着手履行社会责任,以便为全面履行社会责任打下良好基础。

  一是严格遵守法律法规。履行法律所规定的义务是履行社会责任的基本要求。国家制定直销法律法规,并对从事直销活动采取审批许可,目的是要规范直销行为,促进直销行业的健康发展。履行法律所规定的义务,首先要依法经营。目前,获得直销牌照的企业基本上都能按照直销法规的要求从事直销,但也有少数直销企业违规经营,甚至涉嫌传销。究其原因,主要是少数直销企业不珍惜来之不易的直销牌照,认为有了直销牌照任何经营模式都是合法经营,传销也变成了直销,这是十分错误的。牌照不是护身符,有了直销牌照不等于什么经营模式都是合法的。直销企业获得了直销经营许可,应该履行好的一个重要的社会责任,就是不能违规经营,不能涉嫌传销。

  二是加强对营销人员的管理,维护社会和谐稳定。直销企业人数众多,管理好了,会成为社会和谐稳定的重要力量。因此,管理好自己的营销人员,是直销企业对政府、对社会最大的责任。对营销人员的管理要教育、规范和引导三管齐下,多头并举。首先是完善教育,实现自我规范经营和素质的提升。要有专项教育经费,有专业教育机构,有专门培训队伍和专业培训资料,实现全员覆盖,全程相伴,使营销人员在从业的每一个阶段,都能受到法律法规和感恩国家、感恩社会等正确观念的引导。其次是严格规范。要制定公正严格的规范办法,加强对营销人员的全程管理,严格防止违规招募、违规培训、私自结网、违规开会、夸大宣传等违规现象的发生。再其次是正向引导。要在日常培训中大力宣传国家的法律法规,宣传国家取得的经济、社会成就,让营销人员明白美好生活的实现离不开国家的稳定和发展,从而常怀感恩之心,常怀报国之志。积极组织营销人员参与公益活动,要在营销队伍中树立正气,培养营销人员对社会的感恩意识,提升他们对国家、对社会的责任感,增强他们规范经营的自律性和自觉性,带动整个营销队伍的规范发展。

    三是加强对产品的全程管理,切实保证产品质量和安全。产品是企业最好的形象代言人,特别是对于直销行业来讲,产品大多和人相关,不是吃的就是用的,安全性尤为重要,要把产品质量当做企业的生命线来管理,从研发、原料遴选、生产、售后服务,建立起一套“从种子到消费者”全链条管理体系。在研发阶段,不但考虑产品的功效,对环境可能产生的影响,更要考虑安全性。在原料遴选阶段,建立严格的筛选和管理机制,以确保在最佳的地点、最佳的时间,用最优的技术,选到最好的原料。在生产阶段,要按照国家标准、行业标准来生产产品。在售后服务阶段,要向顾客讲清产品的使用注意事项,不得隐瞒潜在风险。

  四是加强对消费者权益的保护。当前我国经济发展处于重要时期,要牢牢把握扩大内需特别是消费需求这一战略基点,加强对消费者权益的保护。直销企业要培养直销队伍良好的商业道德和从业心态,切实要求销售人员如实介绍和展示产品,避免夸大、虚假宣传,以保障消费者各方面的权益;提供方便快捷的退换货保障,切实承担无因退货的义务,免除消费者选择直销渠道的顾虑。一方面应通过良好的培训,提升销售人员服务意识和技能,提供个性化的服务;另一方面要提供方便快捷的统一客服平台,以解决直销人员在客户服务中可能出现的问题。

  五是扎实开展公益活动。中国改革开放三十多年取得了举世瞩目的成就,但总体仍是发展中国家,还有贫困人口和弱势群体需要帮助扶持,还有许多事业需要发展。除了发展经济外,还要通过发展慈善等社会公益事业来对政府的宏观调控和分配调节进行必要的补充。作为现代企业,在不折不扣地履行法律所规定的基本社会责任同时,也要积极主动做好社会公益事业,慷慨解囊,积极回报社会。但企业的社会责任不能简单地理解为就是做一些公益活动,更不能把企业的一些带有公关等商业色彩的一些举措等冠以公益活动。

  六是积极开展非公党建活动。推动直销企业非公有制经济组织党组织建设,把企业中的党员凝聚起来,有助于充分发挥他们的先锋模范作用,有助于发挥他们的聪明才智,有助于加强企业与政府的沟通联系,对于企业加强人员管理,提高企业效益,促进直销企业发展,促进社会和谐具有十分重要的作用。

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