快速消费品企业的渠道价格竞争及其管理策略研究工商管理专业论文.docxVIP

电子科技大学 电子科技大学 MBA 论文 Ⅲ Ⅲ V V THE PRICE COMPETITION OF THE FAST MOVING CONSUMER GOODS INDUSTRY DISTRIBUTION CHANNEL AND MANAGEMENT STRATEGY STUDYING ABSTRACT This text proceeds with phenomenon of price competition of the distribution channel, analyse characteristic of price competition of the distribution channel in every stage depthly, announces the power of price competition of the distribution channel to effect manufacturing enterprise on every stage of developing, proposes the importance for manufacturing enterprise of the consumer goods to mainting the price of channel clearly.The studying of origin cause of imformation and influence factor of price competition of the distribution channel have realistic directive significance for the manufacturing enterprise to how thinks about and manage the price of channel. The price competition of the distribution channel, namely channel members price competition, is called intermediate traders price competition, it is in order to gain more market share in the interests space that the intermediate trader is giving definitely, obtain more sales volume direct against other undifferentiated products that intermediate trader adopt on a price reduction making a reduction tactics. Can be divided into four stages according to different characteristics of its development and change: At first stage, only a few intermediate traders make a reduction and sell; At second stage, other intermediate traders begin to make a reduction too, the market price is extremely confused ; The third stage, price lower low, intermediate trader profitless, forcing enterprises to make a reduction or offer more discounts, some trade companies begin to turn to and sell other products; At the fourth stage, it is the minimum that enterprises price is dropped to, the intermediate trader puts out by a large scale, the channel of the whole product collapses . Trace it to its cause, first, the supply of the product exceeds the demand; Second, individuals rationa