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“窜货”是一种恶性销售行为,它会对企业的品牌和市场造成致命的伤害。本文提出:“恶性窜货”对企业 产品和品牌来说无异于慢性自杀;“窜货”的根源在于厂家的销售政策和管理偏颇;它既不可能根除,也有办法控制 和治理,本文针对性地提出了一系列治理“窜货”的有效办法。
“Selling goods” is a kind of vicious sales action, which will cause fatal harm to the company’s brand and market. This article puts forward: “Malignant stocks” are no different from chronic suicides for corporate products and brands; the root cause of “gross stocks” is the manufacturer’s sales policies and management bias; it cannot be eradicated and there are ways to control and govern. A series of effective ways to govern the “goods” were proposed.