产品分销中窜货问题的研究-一哇哈哈集团为例.doc

产品分销中窜货问题研究——以娃哈哈集团为例 摘要 在目前实际生活中，窜货行为已经涉及到白酒，饮料，香烟，食品等行业，让销售人员非常头疼。旭日升集团，三株集团的产品正在红火的时候突然退市，大家肯定会产生疑问，那么好卖的产品，突然间销声匿迹的原因。不是因为产品自身利润薄弱，赚不回成本，最主要的原因是普遍存在的窜货现象引起市场混乱，进一步导致产品市场价格混乱，致使厂商，消费者和销售者之间的关系愈加恶化。通过解释窜货的涵义，推导分析出窜货发生的原因，在依据窜货前，窜货中，窜货后的实际不同情况，提出各种不同治理措施，并且以饮料业龙头企业娃哈哈集团为例，详细解释如何在企业中依据实际情况运用研究成果，真正实现有效控制窜货行为的发生及应用正确的方法与已经窜货的经销商交流让窜货治理有章可循。 关键词：产品分销,窜货研究，窜货原因，窜货治理方法，娃哈哈集团 RESEARCH OF THE TRANSREGIONAL PROBLEM IN THE DISTRIBUTION OF PRODUCTS——TAKE WAHAHA GROUP AS AN EXAMPLE ABSTRACT In real life, the transregional problem has been involved in liquor, beverages, cigarettes, food and other fields,which makes the sale staff very annoying. Rising sun group, three strains of groups products are flourishing suddenly disappear from the market which makes everyone confused that why such well-sold products are disappear.It is not because of their weak product profit that does not pay back the cost, the main reason is the transregional problem which caused mass in the market, leading to market price chaos, and worse relationship between consumers and sellers deterioration. Through the explanation of the meaning of the transregional problem and deduction and analysis of causes of the goods occurs, the basis on the goods before the actual situation, different goods, and put forward different governance measures afterwards and take the beverage industry leading enterprises Wahaha Group as an example, which can explain in detail how the enterprise use researched result according to the actual situation, It can make the effective control of the transregional action come true and let the consumers and the sellers can follow the rules. KEYWORDS：product distribution， research , the transregional reason ，the transregional governance approach , Wahaha Group 目录 摘要（中文） I 摘要（外文） II 1.绪论 1 1.1研究背景 1 1.2研究的目的和意义 1 1.3国内外研究现状 2 1.3.1国外研究现状 2 1.3.2国内研究现状 3 1.4研究方法 4 2.窜货的相关理论综述 4 2.1窜货的涵义 4 2.2窜货的种类 4 2.3恶性窜货的不良影响 5 2.4窜货的形式 7 3.娃哈哈窜货行为发生的动机和原因分析 7 3.1娃哈哈销售商窜货的动机 8 3.2娃哈哈窜货的原因 9 3.2.1厂家的管理漏