Study On Entrusted Agency During The Transferring Period Of Enterprise Marketing Strategy Adjustment

The marketing strategy of an enterprise must be adjusted according to the phased changes in the internal and external environment of the enterprise.As a company grows from small to large,the market environment and various relationships will become more and more complex.Changing marketing strategies in a timely and correct manner can not only help a company get out of business difficulties,but also allow the company to grasp and even create new market opportunities for achieving faster growth.Marketing strategy change often related to the rise and fall of a company is undoubtedly a key decision in the company's critical period,so it is worth further study.The communication market in our country has rapidly evolved with the rapid development of the national economy.Today,the marketing environment of communication companies has gone from wholesale sales to high-end retail.The changes in the market environment have made it difficult for the straight-line marketing model featured by highly centralization and unified decision in the past,exposing companies to such challenges as marketing channel flattening,rapid response to the market,the emphasis on service experience in sales and so on.The management appeal closer to end-user consumption has enabled enterprises to encounter such difficult problems as how to establish a more effective principal-agent relationship in the marketing strategy transformation.Therefore,competency,moral hazard,and trust game have become the key and difficult issues in the transformation of marketing strategies for enterprises.On the basis of combing and summarizing the theoretical researches of principal-agent relationship and trust game,this paper discussed the principal-agent relationship based on trust game,and analyzed how the company chooses a right professional manager to promote the marketing strategy change and to grow with the company together.Taking the marketing strategy transformation of private enterprise XL Group as the background and comparing the situation of agents in the three regions of XL Group,this paper discussed the impact of different incentive and restraint methods,different trust reciprocity and game structure on the principal-agent relationship under the examination of competency model.The study found that when the agent's motivation is consistent with the client's needs and long-term strategy,the principal and the agent do not primarily aim to maximize their own interests when selecting strategies.In the long-term game,the principal and the agent will continue to compare the income with the gains obtained from the termination game.As the game progresses,this revenue growth will affect the trust relationship between the two parties.The above conclusions would provide references for domestic companies,especially private companies,on how to correctly understand and handle the relationship with professional managers as changing marketing strategies.