Research On State-owned Enterprise Marketing Incentive System Based On Conflict Analysis

Many state-owned environmental protection companies derive most of their business from parent company projects,and their marketization is not high.As a result,project marketing teams and executive teams lack the incentive to actively participate in competition and expand the market.However,as the parent company's internal market has dried up and the external market has become increasingly fierce,it has become increasingly difficult for companies to complete their established contractual goals.How to maximize the enthusiasm of the project marketing team and execution team by formulating a scientific and reasonable competition mechanism has become an urgent problem to be solved by state-owned environmental protection enterprises.This study takes T company as the research object,and uses conflict analysis theory to discuss the marketing incentive system.Firstly,sort out the original incentive and assessment system of T Company,analyze the problems of the weak performance of salary performance and the low level of spiritual incentives in the original incentive system.Secondly,considering the characteristics of the T-company's decision-makers,project marketing team,project execution team and other three parties that are closely connected and have different interests,the above three parties are regarded as the main body of the game.The setting,the setting of strategy,the setting of feasible situation,and the setting of the evaluation criteria of the players in each bureau,construct a marketing incentive game model based on conflict analysis theory.Through the analytic hierarchy process,the preference ranking of the players in each game for each feasible situation is calculated,and the conflict analysis algorithm is used to obtain the equilibrium solution under the game model.Taking the actual marketing incentive system of T Company as the background,the marketing incentive game model constructed by this research is used to deeply analyze the problems and limitations of T's original incentive system from the perspectives of equilibrium solutions,feasible situations and preference vectors.Combining the real demands of the company's decision makers,project marketing team,project execution team and other subjects,the company's corporate culture and corporate nature,the impact of the social environment and the market environment,etc.,the limitations and improvements of the adjusted incentive system as ell as the superiority of the incentive system are quantitatively analyzed.