伴随着互联网的发展,企业销售渠道结构发生了很大变化,出现了很多新型渠道,

导致渠道冲突更加频繁,使得企业在渠道治理上遭遇了更大的挑战。

上海家化是一家拥有一百多年历史的国内著名化妆品企业,公司产品一直饱受窜货

问题困扰,公司也早在2009年就已经实施了防窜货管理系统,窜货现象有所遏制,但

因为现有防窜货管理体系存在很多问题,市场上的窜货行为大有抬头趋势。

本文在回顾、综述渠道冲突相关理论以及国内外关于窜货管理相关研究的基础上,

对上海家化的防窜货管理现状进行了梳理,重点分析了管理流程、技术手段、经销制度

几个方面存在的关键问题。结合渠道冲突管理理论,并借鉴了国内外窜货管理先进经验

的基础上,提出了基于产品追溯、渠道监控为主,以销售制度为辅的上海家化防窜货管

理改进方案和建议,包括加强产品标识、改进物流发货流程、建立多元化渠道监控手段、

纵向延伸监控体系、优化销售目标制定方法、改进经销商考核制度等。

本文还通过访谈、调查、数据提取等方式对改进方案的效果进行了初步评估分析,

从评估结果来看,通过方案的部分实施,上海家化在产品追溯有效性上得到较大的提升,

生产效率也得到很大提高。

本文提出的解决方案和建议对于上海家化改进其防窜货管理具有很强的指导性和

可操作性,同时也能为同行业尤其是日化行业的渠道治理提供借鉴和启示。

关键词:渠道冲突;防窜货管理;产品追溯;渠道监控

第II页
华东理工大学硕士学位论文

Jahwa Company Anti-“Flee Goods,,Management Improvement Research

~A Case Study in Herborist Brand

Abstract

Along with the development of the Internet, the marketing channel structure of

enterprises has changed a lot. There are many new channels appear which lead to more

frequent channel conflict and enterprises suffer a greater challenge while managing the

channels.

Jahwa is a famous cosmetics company in China with 100 years of history. The products,

especially the bestsellers have been bothered by channel conflict for many years. The

company has implemented the anti-flee goods management system in 2009. Although the

channel conflict phenomenon becomes better,because there are many problems in the old

conflict management system, the flee goods phenomenon seems to get worse the following

years.

This article reviews and summaries the related theories of channel conflict and papers

about channel conflict management of domestic and foreign studies. Then it analyze the exist

management system of Jahwa and put forward key issues about business process,technology

method and sales policy. Combining with channel conflict management theories while

learning advanced domestic and foreign anti-flee goods,,management experience, author

comes up improvement program and advice for Jahwa which based mainly on product tracing,

channel monitoring and sales regulation. That include enhance product identification, improve

delivery process of logistics, establish a diversified channel monitoring means, longitudinally

extending monitoring system,optimize sales target setting and dealer appraisal system and so

Furthermore, author uses interview, survey and data extraction to evaluate and analyze

the improvement program. From the assessment results, because of the implementation of part

of the program, product traceability effectiveness and production efficiency of Jahwa

improved a lot. The Solutions and advice which we come up are good guiding and operability

for Jahwa to improve the anti-flee goods management. At the same time,it can also give

advice and inspiration to the same industry's cosmetics companies about anti-channel conflict

control.

Key Words: Channel conflict; Anti-flee goods,,; Product tracing; Channel monitoring