2023年窜货的原因及应对策略新编.docx

窜货的原因及应对策略 录 ................................................................................................................31.绪论.............................................................................................................5 1.1研究背景..............................................................................................................51.2研究目的和意义..................................................................................................51.3研究的方法和内容..............................................................................................52.1.营销渠道的根底理论.........................................................................................6 2.1.1营销渠道的定义.......................................................................................62.1.2营销渠道的功能.......................................................................................62.1.3营销渠道的冲突.......................................................................................72.2窜货概述..............................................................................................................7 2.21窜货的定义及表现形式.............................................................................72.22国内外窜货现状........................................................................................8 2.窜货的起因...............................................................................................2023 2.1商品的价格差....................................................................................................20232.2销售管理政策失误............................................................................................20232.3产品包装没有差异化.........................................................................................20232.4对经销商的鼓励政策不恰当.............................................................................20232.5渠道管理的窜货漏洞.........................................................................................20232.6营销员受到利益驱使煽动经销商违规.............................................................11 3.窜货的应对策略.....................................................................................12 3.1签定不窜货乱价协议........................................................................................123.2完善营销的政策................................................................................................12 3.2.1制定合理的价格体系..............................................................................123.2.2制定合理的鼓励政策.............................................................................123.2.3制定合理的专营政策.............................................................................133.3完善分销渠道....................................................................................................13 3.3.1合理选择经销商.....................................................................................133.3.2合理划分区域市场.................................................................................133.4提高产品包装技术含量，控制货物的流向....................................................133.5建立健全窜货控制体系....................................................................................13 4统一企业饮品窜货分析...........................................................................15 3.1公司根本信息.....................................................................................................153.2.调查目的...........................................................................................................153.3调查方式............................................................................................................153.4统一企业饮品窜货的主要原因........................................................................153.5统一企业饮品窜货的应对策略.........................................................................16 致谢..............................................................................................................18参考文献......................................................................................................19 窜货的原因及应对策略 。随着市场经济的深入进行，国内分销行业得到快速开展和变革，但在其中也出现了局局部销商的不标准做法如窜货，给厂商和其它渠道成员都造成了不小伤害。有市场分割，必然会有窜货行为，窜货被称为“销售渠道的顽疾〞。 本文的研究从营销渠道和窜货的概述入手；接着，本文又详细分析了出现窜货现象的原因；然后本研究课题重点提出了解决营销渠道中窜货的应对策略。比方实行级差价格体系，建立科学的经销商制度，严明的奖罚制度和全面的鼓励措施等；最后，通过阐述统一企业饮品案例分析了该公司出现窜货的原因及应对策略。关键词：营销渠道；窜货；原因；策略 abstract：withthefactthatthemarketeconomygodeeplyintodevelop，distributeindustryinchinahasbeendevelopingandtransformingrapidly.butnostandardmethodofworkingdistributingbusinessamongthemhavebeenappearing，whichhavebroughtaboutcertainhurtinginfirmandotherchannelmembers.wherethereisamarketsegmentation，thereisatrans-regionalsale.thetrans-regionalsaleiscalledchronicillnessofmarketingchannel.tobeginwith，thispaperintroducesmarketingchannelandfalsifyinggoods.moreover，，itelaboratesthereasonofappearingfalsifyinggoodsinthemarket.inaddition，thispaperproposesmanagementstrategiestofigureoutfalsifyinggoodsinthemarket.forexample，takingdifferentialpricingsystemtobuildscientificdealersystem，strictrewardandpunishmentsys