本文在特许经营的背景下,突破传统理论中默认的被激励对象所在组织为激励主体的思维,从制造商对经销商组织的激励下沉到对经销商人员的激励,研究制造商跨边界协同激励对经销商销售人员努力和绩效的影响。研究发现跨边界协同激励是经销商销售人员绩效产生的重要原因,销售人员努力是连接跨边界协同激励与绩效关系的桥梁,但制造商物质和非物质激励对于销售人员的任务绩效、脉络绩效和忠诚绩效影响机制各有不同。 Under the background of franchising, this article breaks through the default motivation of the organization where the subject to be motivated in the traditional theory as the incentive subject, from the manufacturer’s incentive to the dealer organization to the dealer’s incentive, studies the manufacturer’s cross-border cooperation The impact of incentives on dealer sales efforts and performance. It is found that cross-border collaborative motivation is an important reason for the performance of dealer salespeople. Salespeople ’s efforts are the bridge connecting cross - border collaborative motivation and performance. However, the material and non - Loyalty performance impact mechanisms vary.