摘要
環保健康愛地球在全球都是非常熱門且注重的議題。人們都希望擁有富足的人生，包過身體的富足、財務的富足、人際的富足、學識的富足、心靈的富足，而美樂家就是一個富足之家，當你更了解這家公司後，你會發現沒有一間公司像美樂家這般注重健康與環保。不僅是因為美樂家透過更有效、更高品質的富足產品來提供人們生理上的健康，同時，美樂家致力於人生各個層面，全方位的促使人們擁有健全的生活，幫助他人達成目標，以提升他們的生活。數以萬計的人們運用美樂家的消費者直效行銷(CDM)創造了傲人的財富，收入也持續增加。本研究的目的是藉由從個案公司以人為本的經營理念及共享價值關係之消費者直購系統之創新商業模式，讓更多想要創業的人了解只要以社會提供價值的先提下，自然就能產生利潤，這個很值得參考的案例。
本研究發現個案公司以「人」為出發，對社會與環境創造價值，符合企業社會責任金字塔理論中最高層次的慈善責任及三重底線概念。CSR 金字塔理論將企業和社會關係清楚地分成四個不同層面來分析企業的社會責任結構成分，建構在對於經濟、法律、倫理和慈善的期望。同時，企業在實踐企業社會責任時必須履行在經濟、環境、社會三個領域的責任，這就是企業社會責任相關的「三重底線理論」。
本研究從質性分析的基礎下收集資料，採用個案研究法，綜合了文獻與實證的結果，透過亞歷山大.奧斯瓦爾德(Alexander Osterwalder) 與伊夫.比紐赫(Yves Pigneur)共同開發及設計出的創新商業模式圖，解構個案美樂家公司的九項要素的內容與相互關係，對個案公司進行主題研究分析，同時比較個案公司消費者直購系統的創新商業模式與傳統通路行銷及MLM多層次傳銷商業模式的差異，消費者直購系統(CDM)不只成長快速，而且創造年營業額20億美金的成績，並且持續成長中。
在追求環保健康愛地球同時，必須考慮到是履行在經濟、環境、社會三個領域的責任中，只有當企業開始衡量其社會和環境的影響時，企業才能稱為對社會和環境的負責，也才能達到永續發展。美樂家成為唯一與顧客合作行銷產品的主流企業是有絕對原因，因為上市公司必須對股東負責，而不是對顧客負責，上市公司的股東會要求分享利潤，而不是與消費者分享利潤。與消費者合作共享經濟是一個相當好的企業模式。
關鍵字：企業社會責任、CSR 金字塔理論、三重底線理論、CDM消費者直購系統、MLM多層次傳銷

Abstract
Environmental protection of earth is a very hot topic in the world. Everyone wants to have a wealthy life, including healthy body, wealth of finance, social capitals, knowledge, and the soul. Surprisingly, Melaleuca Inc. is a wealth of home which focuses on health and environmental protection much more than any other company. Melaleuca Inc. not only provides people physical health through more effective and higher quality products, but also is committed to all aspects of life in order to help people to achieve their goals and promote the quality of life. Tens of thousands of people have used the consumer direct marketing (CDM) of Melaleuca to create a proud wealth, and income continues to increase.
The purpose of this study is to investigate the CDM business model based on business philosophy of human-oriented and the shared value relationship through case study. The case study can provide those entrepreneurs that the profits will increase naturally as long as the premise of providing social values.
This study uses highest level of charitable responsibilities and the triple bottom line concept in the CSR pyramid theory with the business philosophy of human-oriented and creating value in society. CSR pyramid theory analyzes the relationships between firms and society through four different layers, which are the expectation of economics, law, ethics, and charity. The triple bottom line concept is that firms need to implement the responsibilities of economics, environments, and societies while fulfilling the CSR.
Qualitative analysis is used with case study in this research. The business model canvas, proposed by Alexander Osterwalder and Yves Pigneur, is used to analyze nine components and their inter-relationships of Melaleuca. Moreover, the CDM model of Melaleuca, traditional channel marketing, and MLM business model are compared.
The results show that CDM model not only grows rapidly but also creates 2 billion USD turnover which continues to grow. The firms This study concludes that firms can be considered socially and environmentally responsible while they start to balance theirs impacts to societies and environments. Melaleuca Inc. becomes a successful CDM mode company with reason that they are responsible to shareholders rather than customers, which is the opposite way comparing with traditional listed companies. Sharing economy with consumers is a rather ideal business model.
Keywords: Corporate Social Responsibility, CSR Pyramid Theory, Triple Bottom Line Theory, Consumer Direct Marketing (CDM), Multilevel marketing, Business Model

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