基于企业销售经理薪酬制度的产品窜货研究

Of Irregular Product Circulation Under Sales Manager's Paying System

在企业营销实务中 ,窜货导致价格混乱和渠道受阻 ,从而影响品牌无形资产和企业的正常经营 ,对企业的危害极大。从销售经理的两种薪酬制度设计出发 ,建立简化模型进行定量分析 ,业绩报酬系统与产品市场特性的不匹配使得理性销售经理选择了窜货 ,但这种做法会造成价格体系混乱。

The irregular product circulation does great harm to the price system of the enterprises, which affects brand value and the effective operation of market. Based on the salary system of the sales manager, the author sets up a simple model and points out that the con tradiction between the sales manager salary system and the character of the product market is the main cause for the irregular product ciculation which leads to the a collapse of price system.