Incentive Mechanism of Marketing Teaching Team Based on Principal-Agent Model

Marketing is the important subject to be developed in higher education of China, and incentive mechanism of marketing teaching team should be given primary importance among these. Combined with principal-agent theory and its model, analyzes the relation between the school and team member. The school is principal, and the team member is the agent. Through building and analyzing relevant model, draws the conclusion that spirit incentive is more important than substance from the school to the team member. Finally advances relevant countermeatures from working condition, power, personal development planning, belief, reputation and moral sentiments, which can be help to the design of incentive mechanism of marketing teaching team in higher education.