The Incentive Program of Multi-Level Marketing Enterprise
| Autor: | CHO,TING-YU, 卓庭鈺 |
|---|---|
| Rok vydání: | 2003 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 91 Multi-level marketing is a contemporary business model which comprises product selling and business networking development. It originated from the US in 1945, spread out to Japan and Europe in the 1970s, and came to Taiwan in the 1980s. Multi-level marketing has been a prevalent marketing channel in these years. One of the vital reasons is its unique incentive program. However, the relevant research to multi-level marketing is not very popular. That’s why I choose incentive program, the core system of multi-level marketing, as the topic of my thesis. There are three purposes of this research. First of all, Realize the purpose of the incentive program and the key factors for designing the system. Secondly, by means of different reward program design and allocation, the essence, key features and strategies of incentive program will be discussed. Thirdly, Analyze the differences of three incentive programs, and the results will provide some valuable suggestions for multi-level marketing businesses and the related people. There are three multi-level marketing companies with different backgrounds as this research targets. One is an American company, the other is a Japanese company, and the another is a Taiwanese company. Through primary information collecting and company interviews, their incentive programs can be clearly elaborated and studied. This research comes out some results as follows: 1. These three companies offer attractive bonus system to allure people joining their companies. The retail profit is higher in the American company, but lower in Japanese and Taiwanese companies. 2. There are different bonus structures for the organizations, one is starting with zero, the other one assumes cumulated plan, and the another one adopts mixed system. In addition, most companies choose foreign tour as special welfare for marketing people. 3. As for organization hierarchy, the American company emphasizes on leadership with more layers in its organization, but Japanese company focuses on team activities. The organization structure is most simple and flat in the Taiwanese company. Equality, reasonable allocation of bonus program, and enhancing company developments are three important factors for designing incentive programs.Depending on different company traits and strategies, it may develop different systems to meet the individual companies’ needs. The incentive system should possess three main functions, which are improving the performance, encouraging marketing people, and enhancing company developments. However, incentive system is just one strategic tool for operating multi-level marketing companies. What more important is the management should coordinate incentive system to other essential aspects, such as product traits, marketing strategies, training programs, company mission and organization culture. Then the company can achieve its goal successfully. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|