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The research and development (R&D) personnel are strategic resources of software enterprise. Their research and innovation ability is very important to enterprise’s survival. How aims at the characteristic of the R&D personnel, adopts the effective management method and the drive measure, stimulates their work enthusiasm and the creativity, is the question which needs to solve in the developing process of JB Company.This article embarks from the basic incentive theory, the key content is how to incentive the R&D personnel of JB Company effectively. First, according to the domestic and foreign experts to the knowledge staffs research results, comprehensively analyze the researched and developed personnel’s behavior characteristic as well as they in material, relational, the ability, the exchange and the cooperation, the right and the male equal aspect need characteristic. Next, analyze the incentive present situation of R&D personnel in JB Company, pointed out the problem in wage payment system, training system, achievements inspection and so on. Third, in the foundation of investigation to the R&D personnel demand condition of JB Company, propose to design the innovation plan should follow basic principle: Lamination classification principle, length union principle, sound of something astir union principle, fair principle and efficient principle. Propose the particular measure to encourage the R&D
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