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产品进行市场营销的目的在于合理分配市场区域以求达到利益的最大化,但是窜货现象的发生显然打破了这个期望。营销渠道中窜货现象的发生并不是偶然的,而是在市场条件下各个参与主体对于利益的追求的共性而导致的必然结果,就市场营销的整个流程来说,每个参与者都有可能成为促使窜货现象发生的推动力。本文旨在对营销渠道中窜货现象的发生原因以及其对市场造成的危害进行分析,试图找到一些预防和管理的手段来杜绝窜货现象,让整个市场重归平衡。
The purpose of marketing products is to rationalize the distribution of market areas in order to maximize the benefits, but the phenomenon of FALSIFYING clearly broke the expectations. The phenomenon of FALSIFYING in the marketing channels is not accidental, but the inevitable result of the commonality of the various participants in pursuit of the benefits under the market conditions. As far as the entire marketing process is concerned, every participant may have Become a driving force for the phenomenon of FALSIFYING. The purpose of this article is to analyze the causes of the phenomenon of FALSIFYING in the marketing channel and the harms it caused to the market, trying to find some preventive and managerial measures to stop the FALSIFYING phenomenon and bring the entire market back to balance.