| With the rising of China Market Scale and competition, channel became primary enterprise market competition field. How to manage manufacturers is an inextricable problem that Chinese enterprises are facing and also one of core matters that determine enterprises could acquire sustainable competition advantages in hard competition environment or not. Channel also means marketing channel in which is defined as a series of distribution organizations that are made of middleman and undertake transfer products from manufacturer to consumer. Marketing channel management includes initiating channel strategy,designing marketing channel,selecting channel members,channel management,motivating members,channel conflict management and evaluation and etc. Motivating members is the most basic and crucial part. It means measures undertaken by manufacturers to promote corporation between channel members and achieve distributing goals.Legend Group Limited is one of few successful corporations in channel management in China. I engage in digital products marketing in Legend Consume IT Group. This document intends to provide analysis and research of distribution channel motivate by connecting theory with my practice based on Legend inner data ,literature of marketing channel and motivate and interviews with professional Legend staff.My research indicates that manufacturers are highly combined with channel members. Confirming relationship between manufacturers is the first step of solving conflict between them. The success of Legend channel roots in setting "Great Legend" partnership. Legend constituted tactically distributing & agent infrastructure right after confirming relevant partnership. Legend could hold demands from channel in time and initiate proficient direct and indirect policies through channel member information monthly feedback mechanism. By direct physical encouragement, such as premium and etc, Legend boosted members to achieve sale goals. On the other hand, to make them develop along Legend continuously, Legend helped them manage sales activities and kindled by improving sell proficiency and achievement. To guarantee incentive performance, Legend paid much attention to profit return and constituted incentive power and reasonable assess criterions. Negative incentive measures are adopted either timely. The document commits itself to share Legend successful experience of channel motivation and intends to present some reference incentive methods for Chinese enterprises through analysis of Legend channel motivation. |
