低价窜货行为之博弈分析

营销渠道成员间低价恶性窜货是现代市场营销中经常见到的一种行为,这种行为对渠道成员和产品制造商的伤害极大。个人理性、知觉差异、信道不畅和惩治不严是引发营销渠道成员间低价恶性窜货行为的主要原因。建立制造商与渠道成员间长久合作的信念、制造商采取承诺行动和建立垂直营销系统是应对营销渠道成员间低价恶性窜货行为的主要手段。

On Practice of Dumping Beyond the Mark

Dumping beyond the mark is common behavior which do great harm both to marketing channel members and producers. The main inducements of practice are individual logos, consciousness difference, blocked channel and weak penalty. Here suggested three countermeasurs to reduce the practive: to establish long-term cooperation, producer to make promise, to set up vertical marketing system.