“窜货”是厂家运作渠道时产生的一颗“毒瘤”。“窜货”会导致渠道成员之间的恶性价格战,利润水平急剧下降,渠道网络不断萎缩;“窜货”打乱市场秩序,使消费者对产品的质量、服务产生怀疑,既不利于销售又损害了企业的品牌。因此,厂家应探寻“窜货”产生的根源,制定切实可行的策略,使“窜货”毒瘤不在困扰。 “FALSIFYING ” is a “cancer ” produced by the manufacturers operating channels. “FALSIFYING ” will lead to a vicious price war between channel members, sharp drop in profits, the channel network is shrinking; “FALSIFYING ” disrupt the market order, so that consumers have doubts about the quality of products, services, Is not conducive to sales but also damaged the brand. Therefore, manufacturers should explore the root causes of “FALSIFYING” and formulate practical strategies to make “FALSIFYING ” cancer is not troubled.