摘 要
分銷渠道的選擇對會展公司的發(fā)展和價值的提升有著十分重要的作用，本文首先分析了會展公司渠道選擇的理論依據(jù)，比較了兩種模式的利弊。利用理論研究和案例分析結(jié)合的方法，以杭州阿里會展有限公司為例，從業(yè)績、成本、單位成本業(yè)績角度分析了電話直銷及代理商銷售模式的區(qū)別以及運作過程中存在的問題.
發(fā)現(xiàn)會展具有網(wǎng)絡效應的特征，選擇直接渠道主要原因是直接渠道業(yè)績高，但是成本較高；選擇間接渠道可以加速擴大展會的網(wǎng)絡效應且成本低，但是現(xiàn)實運作中代理商銷售存在效率低下、“挑肥揀瘦”的問題。
進而針對發(fā)現(xiàn)的問題，根據(jù)激勵相容原理提出針對性的激勵機制。雙方利益共生，能夠在實現(xiàn)個人利益的同時達成企業(yè)利益是每個企業(yè)追求的目標，所以兩種渠道都需采用報酬與業(yè)績掛鉤的激勵機制，但是針對中間商效率低下的問題，要根據(jù)不同的原因設計不同的激勵機制，若是代理商本身業(yè)務能力欠缺可以通過培養(yǎng)機制和準入制度解決，若是代理商“挑肥揀瘦”可以通過加強成本、風險共擔和利益共享兩方面進行機制設計。

Abstract：The selection of distribution channel plays an important role on the development and of Exhibition Company. This article analysis the theoretical basis of how exhibition company chose the direct channels or indirect channels channel and also the pros and cons of the two channels. Use the method of combining theoretical research and case studies , the method of combining qualitative analysis and quantitative analysis , as Ali Conference & Exhibition Co., Ltd for example, from the angle of performance and costs, Analysis the differences of the telephone direct sale and agent sales mode, and problems existing in the operation.
Found that the exhibition is featured of network effect. The main reason for Exhibition companies to choose the direct channel is its high performance, but it costs high, to choose indirect channels based on it can expand Network effects of the exhibition and cost low, however, the reality in the operation of agents is inefficient, and they always choose the easy part but refuse the difficult part.
Aim at the problem, put forward specific incentive mechanism based on incentive compatibility principle. Interest Co – Existence, leads to realize the benefits of personal in harmony with the business, so both direct sale and agent sales are required to design link incentive mechanisms of pay with performance, but for intermediary, according to different causes of low efficiency, we need to design different incentive mechanism, If the agent lacking of professional ability ,it can be solved by the mechanism of training and admittance system, If the agent choose the easy part but refuse the difficult part, we need to design Mechanism through share the Cost, risk and benefit.

關(guān)鍵詞：渠道選擇，網(wǎng)絡效應，激勵機制，直接銷售，代理商銷售

Keyword：channel selection, network effects, incentive mechanism, direct sales, agent sales

目錄
一、引言 4
（一）選題背景和意義 4
（二）研究目標 4
（三）研究內(nèi)容 4
（四）研究方法 4
（五）技術(shù)路線 5
（六）本文的創(chuàng)新點 5
二、文獻綜述 5
（一）渠道管理相關(guān)研究 5
（二）激勵機制相關(guān)研究 6
（三）研究中存在的問題 7
三、會展公司渠道選擇及理論依據(jù) 7
（一）渠道的概念及分類 7
（二）會展公司渠道選擇理論依據(jù)：網(wǎng)絡效應 8
（三）會展公司直接渠道及間接渠道利弊分析 9
四、案例分析 10
（一）杭州阿里會展有限公司的現(xiàn)狀簡介 10
（二）阿里會展不同渠道模式的成本比較 10
（三）阿里會展不同銷售模式的業(yè)績分析 10
（四）單位成本的業(yè)績總收入分析 12
（五）阿里會展渠道選擇的總結(jié) 13
五、會展公司渠道激勵機制 13
（一）激勵機制 13
（二）會展渠道報酬與業(yè)績掛鉤 14
（三）代理商激勵機制 14
六、結(jié)束語 15
參考文獻 16
致謝 17