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按照传统的市场营销和商业活动方式,生产企业将产品卖给经销商(包括批发商、零售商),再由经销商(主要指零售商)卖给用户,即生产企业与经销商之间是一种买卖关系,又称“买断”。也就是说在商品实体转移的同时,商品所有权也随之转移。由于是买断,经销商可以自行订价销售。这样生产厂家把实际处于市场中间地位的经销商视为自己的客户,只要能把产品推到经销商那里就万事大吉,至于市场需求如何与已无关。这样就难免在工业企业与商业企业之间发生利益冲突:当产品畅销时,经销商要多进货,生产企业却愿自销;当产品滞销
In accordance with traditional marketing and commercial activities, production companies sell products to distributors (including wholesalers and retailers), and dealers (mainly retailers) sell to users, that is, between production companies and distributors. A trading relationship, also known as “buy out”. In other words, at the same time as the transfer of the commodity entity, the ownership of the commodity will also shift. Because it is a buyout, dealers can sell their own price. In this way, the manufacturer regards the dealer who is actually in the middle of the market as his own customer, so long as he can push the product to the dealer, everything will be fine. As for how the market demand has nothing to do with it. This will inevitably lead to a conflict of interest between industrial and commercial companies: when the products sell well, dealers must purchase more goods, production companies are willing to sell; when the product is unmarketable