Study On The Agent Management Theory And Application

"Would rather need a first class agent, second class marketplace but not a first class marketplace plus a second class agent",this sentence has clearly demonstrated the importance of agent in modern business market. As for enterprise, both raising market share and developing international trade to find new marketplace need excellent agent. The popular great master Shentian Zhao Fu who establishes Sony once said Japan Sony: "If no agent, I can not imagine how enterprises can do management". It has become the most popular footnote in the world.There is no wonder that with the development of Chinese market economy, agent activities have become more active, and the products that agent deal with have expanded from sales field to many other fields such as advertisement, insurance, tour, and taxation affairs field. The activities of agent are developing towards internationalization with our country's entering into WTO. So the research of agent management theory has very important significance in order to guide agent management getting all-round rise, and make the Chinese manufacturer much better participate in competition in the international market.The agent is an individual or enterprise who accepts the authorize of manufacturer to buy or sell commodities, and get commission on a certain prorate basis in according to the actual purchase or sales volume as well as commodity kind. The agent and the consignor have fixed, long-term business relation, agent doesn't have the commodity proprietary right and doesn't bear market risk. Agent has no power to deal with the price and promotion. But agent has business location and has right to handle all agency affairs within its service range.The agent has the very various types, such as sells agent, transporting agent, advertising agent and so on according to the business difference. Different kinds of agent has respectively different operation patterns, and the sells agent is the most common one in all those kinds of agent, so I choose sells agent as the main object of study.This dissertation also studied agent's behavior theory which is the auxiliary premise of agent management. Through the study of Agent's behavior theory includes the research of agent cognition, operation, reagent and withdrawing, know agent's behavioral characteristic in operations union agent life cycle which includes establishing stage, developing stage, maturation period, and degenerating stage so as to provide real evidence for agent management theory.Chapter four demonstrates the thesis of agent management, it educes the core of theory, agent management model, through the prior researching part—three factors that influent agent management including manufacturer doesn't find proper agent, manufacturer is unfamiliar with the agent, agent doesn't know about the manufacturer.Agent management model is composed of three modules: performance appraising, feedback controls and supports achievement and stimulates. The manufacturer use performance appraising system and feedback control system to resolve the influencing factor that manufacturer is unfamiliar with the agent, and use feedback control system, support and stimulate system to resolve the influencing factor that the agent doesn't know about the manufacturer.The performance appraising model comprehensively considers the business achievement factor, market environment factor and agent's side feedback factor. It works out penetration exponent by business achievement factor, gets the grade of market potential, and gets assisted appraising judgment by agent's side feedback factor so as to make an impartial appraisement of agent's performance, and make the manufacturer know about agent's activities and abilities.The feedback and control system focus on two modules: the feedback system and the control system. The feedback system is made up of agent council and agent evaluating, through the"several-for-one"and"one-to-one"way, manufacturer is able to gain feedback from lots of agents, and is also able to concentrate on key idea from one agent. Such feedback system will be able to provide the most pertinent idea to the manufacturer, and the agent can also communicate with the manufacturer directly among it, knowing the thought of manufacturer. The control system is used for controlling the direct problems from feedback system and the latent problems from evaluating module, limited the channel conflict to the lowest range , controlling risk , and eliminate the agent who no longer accord with request out of the manufacturer's agent network so that to improve efficiency of network.Support and stimulate tactics are used for supporting the sustainable agent management. The paper first study the affection of stimulating effect,and has drawn forth the expecting line's effect on stimulating effect, brought forward the request to the degree of using Support and stimulate tactics. Within the Support and stimulate tactics studies, the completely cooperating culture and the supporting activity bring the agent forceful back up, and strengthen their confidence. Sustainable stimulate tactics activate agents'enthusiasm to the highest level, and also avoiding the transition of the agent's attention from advanced to simple economy exciting.At the final of the paper, writer has studied the application of the agent management theory. Make clear how to apply theory to actual through the research of classic case so that to improve the efficient of agent management in actual.The agent management theory and it's management pattern , has formed a set of systematic and applied methods. This not only providing the basis of agent management to manufacturer, but also providing the reference to the application of agent management theory.