Study On The Impact Of Incentives On The Performance Of Marketing Channel Members In Automotive Industry

As information technology and international advancement, every industry is waging a different competitive environment in the supply chain. In the automotive industry, the "World to those who have the channel", who can control their marketing channels, who will be able to have more market share. The paper studies the impact of channel incentive on the performance in the unique perspective of the channel motivation, which has a very important theoretical and practical significance. Due to the unique electronic web environment, the dissertation uses the cross-disciplinary theoretical approaches and empirical methods, integrates the research of the marketing channel members'motivation and channel performance, then researches the incentive content, the impact pathways and mechanism of the performance, etc. On this basis, we build the relationship models among the channel motivation, quality of relationships and channel performance, eventually finish the questionnaire. In order to improve the representativeness of the sample, the survey is for the country's auto channel members, using simple random sampling. The questionnaire is collected in three ways, delivery online questionnaire, auto entities interviews and telephone interviews with shops, which are determined by our clients'needs. The survey obtained 171 valid samples, and did the associated sample data analysis and processing.Empirical studies have shown that the measurement scale has a good reliability and validity; the dealer channel size and channel type have significant impact on motivation, while the length of the contacts with manufacturers has a significant influence on channel performance; Manufacturers'channel motivation has a significant effect on the quality of relationship, the quality of relationship has a positive influence on the channel performance; The output motivation, commitment to inspire have a significant positive correlation with the quality of relationship, the output motivation are related to the quality of relationship, but not reach significant level; The trust in the channel has a positive correlation with the channel performance, but not reach significant level, channel satisfaction has a significant positive correlation with the channel performance. An empirical study of the final conclusion of the hypothesis presents an effective verification in this paper, and will contribute to help manufacturers improve their channel incentive level so as to effectively improve the channel performance, then to play a vigorous impact on the developing of China's market economy.