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利用新产品理顺渠道价格如果企业推出的新产品,只是老产品换了一个新包装、增加几种规格而已,那为什么还要推出新产品呢?卢强先生在新近发表的《新产品的渠道平衡法则》一文中给出答案:利用新产品理顺渠道价格。文章指出:在消费品行业,经常能够看到的一种现象是,很多企业的出厂价比经销商的批发价高,一级批发价比二级批发价高。这种“高买低卖”的现象叫做“价格穿底”。产生价格穿底的原因是渠道中价格管理混乱,经销商之间恶性竞争,为了抢夺客户,人为破坏厂家制定的价格体系。一旦价格穿底,就
Using new products to straighten out channel prices If new products are introduced by the company, only the old ones are replaced with new ones and several types of specifications are added, why do we need to introduce new products? Mr. Lu Qiang recently released a channel for new products. The answer to the question is given in the article “The Law of Balance”: using new products to straighten out channel prices. The article points out that in the consumer goods industry, one phenomenon that can often be seen is that the ex-factory price of many companies is higher than the wholesale price of dealers, and the first-level wholesale price is higher than the second-level wholesale price. This phenomenon of “high buying and low selling” is called “price bottoming”. The reason for the price to wear through is that the price management in the channel is confusing and the dealers vicious competition. In order to snatch customers, artificially destroy the manufacturer’s pricing system. Once the price goes through,