Research On The Evaluation Of Incentive Of Channel Of Distribution For Passenger Vehicle

Passenger vehicle as an important part of the automotive industry,its marketing model is mainly the management of distribution Channels.Specifically,channel distributors complete the sales of products.In order to effectively control the behavior of channel intermediary,manufacturers mainly encourage channel sales by encouraging middlemen to sell their products and maintain their brands,helping them gain profit and expand market share.With the continuous development of science and technology,the needs of incentive for middlemen have changed.The traditional management of channel incentive of passenger vehicles mainly measures the incentive effect according to the channel performance.It can not reflect the changes of the incentive requirements of the middlemen and the effects of various factors of the channel incentives.As a result,the role of channel incentives becomes less and less obvious.This paper establish a channel incentive evaluation model for passenger vehicles based on the previous studies,and provide reference for the management of channel incentives for passenger vehicles.This paper studies the channel incentive evaluation of passenger vehicles from both channel incentive theory research and empirical research.Firstly,this paper combines channel incentives and channel satisfaction based on the analysis of the status quo of passenger vehicle development and research of channel incentive,and evaluates the effects of channel incentive through the satisfaction of channel intermediary,and reflects the effect of channel incentives.It's analyze and rebuild the system of channel incentive for passenger vehicle by using incentive theory which including the four dimensions of output incentive,activity incentive,ability incentive and commitment incentive.There are 18 indicators of channel incentive for passenger vehicles.Secondly,in order to evaluate the impact of each indicators of incentive on channel satisfaction,this paper builds a comprehensive model of evaluation of channel incentive for passenger vehicle based on the introduction of analytic hierarchy process and fuzzy evaluation model.Finally,we select the channel intermediary in the northwestern region of XD's Corporation as the object of research,and investigate the importance of channel incentive indicators and the satisfaction of channel incentives.It's evaluate the satisfaction of channel incentives based on the validity analysis of the SPSS by using the comprehensive evaluation model.At the same time,the evaluation results are analyzed by using the quarter-map model to verify the effectiveness of the channel comprehensive evaluation model in practical applications,and to propose suggestions for optimizing the management of channel incentive for XD's Corporation.