需求的差异性与销售激励问题

Demand Effect and Incentive Problem of Retail

通过考察制造商的销售组织的激励问题，证明了激励的大小与需求的弹性存在直接的关系。以销售收入或销售量作为合约订立基础的合约方式，激励因子则不能仅以绝对风险规避度作为唯一的订立依据，应让绝对风险规避度较高的人员负责需求弹性较高的区域，并引入竞争机制。

This paper gives a result that the incentive effect is related to the elasticity of demand.When a contract is based on the sale, the absolute risk avoidable degree is not the only decisive factor forincentive effect. The model's policy meaning is that the sellers with higher absolute risk avoidable degreeshould be charged with the sale task in areas with a higher elasticity of demand, and some competitionmechanism should be drawn into the marketing management.