渠道窜货现象及其治理措施  

Trans-regional Sales in Channels and its Management Strategies

作　　者：于若冰[1] 葛晓燕[2] 

机构地区：[1]新疆职业大学商学院 [2]新疆财经大学统计信息学院,新疆乌鲁木齐830012

出　　处：《商业经济》2011年第10期22-24,共3页Business & Economy

摘　　要：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"。窜货行为分为蓄意恶性窜货、无意自然性窜货、有意或无意的良性窜货。窜货行为的最大危害是使两个区域市场的供给与需求关系呈现出不符合事实的假象。销售假象使两地市场面临着在虚假繁荣中的萎缩或者退化,这将给竞争品牌一个乘虚而入的机会,而重新培育和占领市场要付出巨大代价,可能乙地市场由此而牺牲掉。诱发或迫使分销商窜货的最大动机往往是厂家销售政策和制度的偏颇以及管理不力。治理窜货行为应从厂家入手,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激励措施,控制促销费用并提高产品包装技术含量,成立专门的反窜货机构,通过政策的完善和有效的管理,以减少和控制恶性窜货现象的发生。Where there is a market segmentation,there is a trans-regional sale.The trans-regional sale is called chronic illness of marketing channel.The trans-regional sale include unintentionally malice trans-regional sale,unintentionally natural trans-regional sale,and willingly or unwillingly benign trans-regional sale.The most harm of trans-regional sales is to show a false phenomenon between supply and demand of two regional markets.The false sales illusion leads to shrinking or degradation of the two markets in false prosperity,which will provide an entering opportunity for competitive brands,while redeveloping and occupying the market needs huge price,it is likely to lose one market.The ultimate motive to induce or cause distributors＇ trans-regional sales is biased in sales policy and system and weak in management for the manufacturers.Hence,we should start with manufacturers to control trans-regional sales through taking differential pricing system to build scientific dealer system,strict reward and punishment system,and comprehensive incentive measure,to control promotional cost,increase product packaging technology,and establish special organization against trans-regional sales,and at last reduce and control malice trans-regional sales by perfect policy and effective management.

关 键 词：市场窜货 窜货危害 治理对策 

分 类 号：F14[经济管理—世界经济]