目前我国的农药市场由于农药行业其特定的传统分销模式以及气候、季节、作物的区域性分散结构性差异,使其分销网络较为复杂化、局部化,营销网络中的各级经销商、办事处等受利益驱动,把所经销的某农药产品跨区域销售,造成价格混乱,价格倒挂,经销商利益受损,对该产品失去信心,消费者对品牌失去信任,这种营销现象就是窜货。窜货给企业造成的危害是巨大的:搞乱了通路价格体系,使得通路利润大大下降,经销商没 At present, China’s pesticide market has caused its distribution network to be more complex and localized because of its specific traditional distribution model and regional differences in the climate, seasons, and crops. The distributors and offices at all levels of the marketing network Driven by interests, the pesticide products distributed by the company are sold across regions, causing price confusion, price inversion, damage to dealer interests, loss of confidence in the product, and loss of consumer trust in the brand. The harm caused to the company by the shipment of goods is enormous: the access price system is disrupted and the profit of the access channel is greatly reduced.