摘要
在企业投入大量资源进行渠道建设和管理时,渠道冲突和窜货行为影响了工业品企业正常的渠道秩序,损毁品牌形象,甚至危及企业的生存安全。这是由于生产商、分销商以及客户等多方面原因造成的。工业品企业可以通过渠道模式的创新,合理的市场价格体系,科学的渠道利润,利用竞争机制,通过消费者的自主选择来避免渠道窜货冲突,从而达到企业、渠道、顾客三者的利益平衡。
when the enterprises invest a great number of resources in channel construction and management,the channel conflicts and cross-boundary selling behaviors influence regular channel orders of the industrial enterprises,damage their brand image,and even en-danger their survival.It is caused by manufacturers,distributors and clients.The industrial enterprises can avoid channel and cross-boundary selling conflicts and reach interest balance among enterprise,channel and customer through innovation of channel mode,rational market price system,scientific channel profit,competitive mechanism,and the customer＇s independent choice.
出处
《商业经济》
2010年第18期116-117,共2页
Business & Economy
关键词
工业品
营销渠道
串货行为
原因与对策
industrial products
marketing channel
cross-boundary selling behavior
reason and strategy
