ABSTRACT
Information asymmetry is normal in modern life. With the development of the
socialist market economy, Western Economics, particularly Information Economics is
playing a more important role in solving the theoretical and practical problems of
China's society and economy. In the circumstance of information asymmetry, the sales
staff could use their private information to conduct opportunism behaviors, which in
turn tend to do harm to the interests of the company. The paper focus on how to design a
comprehensive set of incentive model from the perspective of economics and
management, in order to motivate the sales staff’s behavior to meet the interests of the
company under the circumstance of information asymmetry.
This article firstly describes the source of the issue and its practical significance.
On this basis the home and abroad related documents were summarized. Combined with
the theory of information economics, motivation and the principal-agent, the article
analyzes the current conditions of the company sales in the asymmetric information
and arrives at a conclusion under investigation through the use of survey methods that
asymmetric information represent mainly in the following areas: lacking a sense of job
security and action, the work of the perfunctory , hesitant to work, lazy to innovate
and plan, sales have reservations about the objectives, the company may have to hide
their negative information. At the same time, it analyzed the status quo of the current
sales motivation model from wages, bonuses, benefits, training, job evaluation and so
on. Then the investigation was made through the use of survey methods in order to
explore the factor to influence the motivation and the disadvantage of motivation model,
which lay a foundation of the proposal of the new motivation model. From the
perspective of information economics, it raises the signaling mechanism, the
mechanism of setting sale quota and differential commission rate. Signal transmission
mechanism gives the signal in the recruitment of sales so that companies can call to the
appropriate personnel; sales quota is a mechanism to encourage the sales staff to
identify and disclose the actual sales goal and as much as possible strive to achieve the
objective. Differential commission rate system is to take a higher or lower rate of
commission when unusual changes in the market environment. At the same time, from
the perspective of management, this article put forward two motivation models: the
material incentives and the spirit inspire. The material prompting is prompting mode
that is most basic and used commonly, the means of material incentive is adopted by
corporation , it involve salary, bonus, dividend, stockholder's rights, prize and so on,
they are positive prompting means, it intent to affirm that sales personnel’s behavior for