《毕业设计(论文)－浅析窜货的本源及其控制》.doc

摘 要 在我国目前的市场经济中，窜货乱价具有必然性。其根本原因是：商品流通的本性是从低价区向高价区流动，从滞销区向畅销区流动。因此，同种商品，只要价格存在地区差异，或者只要同种商品在不同地区的畅销程度不同，就必然产生地区间的流动。形成窜货的具体原因有很多，既有厂家的各种原因，也有经销商的各种原因，但“利”字却贯穿了窜货的全过程。天下熙熙，皆为利来；天下攘攘，皆为利往。窜货是渠道成员过渡追逐自身利益的必然结果。 在渠道的博弈中，许多企业以自我为中心，将注意力集中在自己的位置上，而博弈论的最基本的观点是将视角集中在他人身上的重要性。哪些渠道是参与者，创造它或参与它，联合有效的参与者，降低成本，创造品牌价值。企业在选择分销渠道时，应更加注重品牌的定位，同时应根据企业的现状、市场竞争状况及消费者特征来进行渠道决策，如0-3岁的婴幼儿辅助食品生产企业，面对的消费群体是特殊的消费群体，除超市外，其品牌更适合走婴幼儿专卖渠道，以提升品牌的专业性特征，与消费者进行亲密沟通，提升品牌形象，促进产品的消费增长。而高档化妆品在大型超市就会损坏品牌形象，那么购物中心的专柜、高档美容美发店、高档饭店的商店是极佳的渠道选择。也就是说，企业在选择一种分销渠道时，应将品牌的印象价值与消费者对潜在的分销点的理解相配合，去开发体现品牌价值的合适渠道。 关键词 市场营销 渠道管理 窜货 Abstract In China the market economy, Cuanhuo arbitrary price of inevitability. The fundamental reason is the nature of commodities from low-cost areas to high-priced areas flow from poor sales area to area popular mobile. Therefore, the same kinds of commodities, as long as the prices of regional differences exist, or if the same kinds of commodities in different regions of the popularity of different, it will inevitably produce inter-regional flows. Cuanhuo formation of the specific reasons are many, both manufacturers of a variety of reasons, there are dealers in a variety of reasons, but the profits is the word Cuanhuo runs through the entire process. World-hee-hee, were to benefit；Rang the world, were to benefit. Cuanhuo channel members of the transition is chasing the inevitable result of their own interests. Channels in the game, many enterprises self-centered, to focus on his position on the Game Theory and the basic view is that perspective will focus on the importance of others. What channels are participants, creating it or participate in it, the Joint effective participants, reduce costs and create brand value. Enterprises in the choice of distribution channels, they should pay more attention to brand positioning, while enterprises should be based on the current situation, market competition and consumer features to carry out the decision-making channels