毕业论文 会展公司渠道选择及激励机制研究.doc
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毕业论文 会展公司渠道选择及激励机制研究,摘要分销渠道的选择对会展公司的发展和价值的提升有着十分重要的作用，本文首先分析了会展公司渠道选择的理论依据，比较了两种模式的利弊。利用理论研究和案例分析结合的方法，以杭州阿里会展有限公司为例，从业绩、成本、单位成本业绩角度分析了电话直销及代理商销售模式的区别以及运作过程中存在的问题.发现会展具有网络效应的特征，选择直接...
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摘 要
分销渠道的选择对会展公司的发展和价值的提升有着十分重要的作用，本文首先分析了会展公司渠道选择的理论依据，比较了两种模式的利弊。利用理论研究和案例分析结合的方法，以杭州阿里会展有限公司为例，从业绩、成本、单位成本业绩角度分析了电话直销及代理商销售模式的区别以及运作过程中存在的问题.
发现会展具有网络效应的特征，选择直接渠道主要原因是直接渠道业绩高，但是成本较高；选择间接渠道可以加速扩大展会的网络效应且成本低，但是现实运作中代理商销售存在效率低下、“挑肥拣瘦”的问题。
进而针对发现的问题，根据激励相容原理提出针对性的激励机制。双方利益共生，能够在实现个人利益的同时达成企业利益是每个企业追求的目标，所以两种渠道都需采用报酬与业绩挂钩的激励机制，但是针对中间商效率低下的问题，要根据不同的原因设计不同的激励机制，若是代理商本身业务能力欠缺可以通过培养机制和准入制度解决，若是代理商“挑肥拣瘦”可以通过加强成本、风险共担和利益共享两方面进行机制设计。
Abstract：The selection of distribution channel plays an important role on the development and of Exhibition Company. This article analysis the theoretical basis of how exhibition company chose the direct channels or indirect channels channel and also the pros and cons of the two channels. Use the method of combining theoretical research and case studies , the method of combining qualitative analysis and quantitative analysis , as Ali Conference & Exhibition Co., Ltd for example, from the angle of performance and costs, Analysis the differences of the telephone direct sale and agent sales mode, and problems existing in the operation.
Found that the exhibition is featured of network effect. The main reason for Exhibition companies to choose the direct channel is its high performance, but it costs high, to choose indirect channels based on it can expand Network effects of the exhibition and cost low, however, the reality in the operation of agents is inefficient, and they always choose the easy part but refuse the difficult part.
Aim at the problem, put forward specific incentive mechanism based on incentive compatibility principle. Interest Co – Existence, leads to realize the benefits of personal in harmony with the business, so both direct sale and agent sales are required to design link incentive mechanisms of pay with performance, but for intermediary, according to different causes of low efficiency, we need to design different incentive mechanism, If the agent lacking of professional ability ,it can be solved by the mechanism of training and admittance system, If the agent choose the easy part but refuse the difficult part, we need to design Mechanism through share the Cost, risk and benefit.
关键词：渠道选择，网络效应，激励机制，直接销售，代理商销售
Keyword：channel selection, network effects, incentive mechanism, direct sales, agent sales
目录
一、引言 4
（一）选题背景和意义 4
（二）研究目标 4
（三）研究内容 4
（四）研究方法 4
（五）技术路线 5
（六）本文的创新点 5
二、文献综述 5
（一）渠道管理相关研究 5
（二）激励机制相关研究 6
（三）研究中存在的问题 7
三、会展公司渠道选择及理论依据 7
（一）渠道的概念及分类 7
（二）会展公司渠道选择理论依据：网络效应 8
（三）会展公司直接渠道及间接渠道利弊分析 9
四、案例分析 10
（一）杭州阿里会展有限公司的现状简介 10
（二）阿里会展不同渠道模式的成本比较 10
（三）阿里会展不同销售模式的业绩分析 10
（四）单位成本的业绩总收入分析 12
（五）阿里会展渠道选择的总结 13
五、会展公司渠道激励机制 13
（一）激励机制 13
（二）会展渠道报酬与业绩挂钩 14
（三）代理商激励机制 14
六、结束语 15
参考文献 16
致谢 17
分销渠道的选择对会展公司的发展和价值的提升有着十分重要的作用，本文首先分析了会展公司渠道选择的理论依据，比较了两种模式的利弊。利用理论研究和案例分析结合的方法，以杭州阿里会展有限公司为例，从业绩、成本、单位成本业绩角度分析了电话直销及代理商销售模式的区别以及运作过程中存在的问题.
发现会展具有网络效应的特征，选择直接渠道主要原因是直接渠道业绩高，但是成本较高；选择间接渠道可以加速扩大展会的网络效应且成本低，但是现实运作中代理商销售存在效率低下、“挑肥拣瘦”的问题。
进而针对发现的问题，根据激励相容原理提出针对性的激励机制。双方利益共生，能够在实现个人利益的同时达成企业利益是每个企业追求的目标，所以两种渠道都需采用报酬与业绩挂钩的激励机制，但是针对中间商效率低下的问题，要根据不同的原因设计不同的激励机制，若是代理商本身业务能力欠缺可以通过培养机制和准入制度解决，若是代理商“挑肥拣瘦”可以通过加强成本、风险共担和利益共享两方面进行机制设计。
Abstract：The selection of distribution channel plays an important role on the development and of Exhibition Company. This article analysis the theoretical basis of how exhibition company chose the direct channels or indirect channels channel and also the pros and cons of the two channels. Use the method of combining theoretical research and case studies , the method of combining qualitative analysis and quantitative analysis , as Ali Conference & Exhibition Co., Ltd for example, from the angle of performance and costs, Analysis the differences of the telephone direct sale and agent sales mode, and problems existing in the operation.
Found that the exhibition is featured of network effect. The main reason for Exhibition companies to choose the direct channel is its high performance, but it costs high, to choose indirect channels based on it can expand Network effects of the exhibition and cost low, however, the reality in the operation of agents is inefficient, and they always choose the easy part but refuse the difficult part.
Aim at the problem, put forward specific incentive mechanism based on incentive compatibility principle. Interest Co – Existence, leads to realize the benefits of personal in harmony with the business, so both direct sale and agent sales are required to design link incentive mechanisms of pay with performance, but for intermediary, according to different causes of low efficiency, we need to design different incentive mechanism, If the agent lacking of professional ability ,it can be solved by the mechanism of training and admittance system, If the agent choose the easy part but refuse the difficult part, we need to design Mechanism through share the Cost, risk and benefit.
关键词：渠道选择，网络效应，激励机制，直接销售，代理商销售
Keyword：channel selection, network effects, incentive mechanism, direct sales, agent sales
目录
一、引言 4
（一）选题背景和意义 4
（二）研究目标 4
（三）研究内容 4
（四）研究方法 4
（五）技术路线 5
（六）本文的创新点 5
二、文献综述 5
（一）渠道管理相关研究 5
（二）激励机制相关研究 6
（三）研究中存在的问题 7
三、会展公司渠道选择及理论依据 7
（一）渠道的概念及分类 7
（二）会展公司渠道选择理论依据：网络效应 8
（三）会展公司直接渠道及间接渠道利弊分析 9
四、案例分析 10
（一）杭州阿里会展有限公司的现状简介 10
（二）阿里会展不同渠道模式的成本比较 10
（三）阿里会展不同销售模式的业绩分析 10
（四）单位成本的业绩总收入分析 12
（五）阿里会展渠道选择的总结 13
五、会展公司渠道激励机制 13
（一）激励机制 13
（二）会展渠道报酬与业绩挂钩 14
（三）代理商激励机制 14
六、结束语 15
参考文献 16
致谢 17
