Optimization Research On Incentive Mechanism Of Luxottica Channel Management

Marketing channel is an important way for Luxottica to gain market share in the optical industry.However,in today's market segmentation,it has not been able to satisfy the market and consumers through the simple and extensive marketing channel model.As a leading enterprise in the optical industry,to Establish an efficient and a complete marketing channel incentive mechanism is urgently needed,to ensure the healthy and efficient development of marketing channels.The dissertation base on the marketing channel,incentive mechanism model of marketing channel and innovation theory,to systematizes the basic ideas and operation modes of the Luxottica current channel management incentive mechanism,and comprehensively analyzes the current situation of Luxottica channel incentives.Through the questionnaires and expert consultations,analyzed the Luxottica channel incentive mechanism.The dissertation focus on the principle of balanced scorecard,and optimize the performance management of channel vendors,and the analytic hierarchy process is used to optimize the channel evaluation index system and weights.The aim is to improve the communication mechanism between vendors and distributors.At the same time,it proposes more systematic safeguard measures.The marketing channel of the optical industry is relatively extensive,and optimizing the marketing incentive mechanism for Luxottica has certain reference significance for the channel management and incentive mechanism of the whole industry.