Why is there a bad phenomenon in this case?

First of all, we should find out the crux of this problem:

　　1.廠家政策存在問題

Specifically, there are problems in the overall market operation planning of manufacturers.

(1) eager to make progress, instead of achieving rapid progress.

Manufacturers are eager to make progress, and there are problems in the formulation of regional business policies. As a result, the cost of marketing between new and old markets is unbalanced and the difference is too large: the marketing cost of Henan market is 4%, and the marketing cost of Shanxi market is 15%.

The difference between these 11% equals to reduce the supply price of products in Shanxi market in disguised form, so that there is a big gap between the supply price of the Shanxi market and the Henan market. It is not surprising that the interests drive the collusion between regions.

(2) excessive licensing and confusion in business management.

It is necessary for the manufacturer to grant certain sales and management autonomy to the regional sales manager. However, if this degree is not grasped, there will be adverse consequences. On the one hand, regional managers and marketing personnel operate alone, devouring part of the marketing cost; on the other hand, there will be collusion between regional executives and distributors, which will harm the overall market operation.

　　2.廠家缺乏有效的手段來控制竄貨

Once the phenomenon of fleeing goods (except for strategic benign turnover) is very easy to cause a fatal blow to the manufacturers.

Therefore, it is very important to work out an effective way to control fleeing goods, but in the case, the manufacturer obviously ignored this problem.

　　3.廠家缺乏有效的市場監(jiān)督系統(tǒng)

If there is a great harm to the vicious fleeing, it should be eliminated in the bud, so that the harm of fleeing will be reduced to the lowest point.

In this case, the phenomenon of fleeing has reached a very serious level. The enterprise has just discovered that there is no effective market supervision system for the operation of the market.

At present, there is no perfect solution to the problem of how to detect the phenomenon of fleeing and avoid its occurrence. The author, on the basis of many years of market operation experience, offers the following five suggestions to manufacturers.

　　1.加強(qiáng)營銷費(fèi)用的控制

Through the analysis of this case, we will find that the difference between the two places is the direct cause of fleeing goods. If manufacturers want to avoid fleeing goods, strengthening the control of marketing expenses is an important link.

　　（1）費(fèi)用要軟硬兼顧。廠家對新市場提供的營銷費(fèi)用應(yīng)堅持軟硬適當(dāng)，以硬為主的原則。軟，就是現(xiàn)金的投入，如對區(qū)域銷售經(jīng)理及經(jīng)銷商用現(xiàn)金支付的廣告促銷費(fèi)用等；硬，就是廠家對經(jīng)銷商的硬件支持力度，如配給送貨車、廠家直接發(fā)放業(yè)務(wù)員工資、廠家承擔(dān)區(qū)域廣告促銷費(fèi)用等。廠家堅持以硬為主，就可有效降低營銷費(fèi)用的流動性，從而避免竄貨的發(fā)生，而少量的軟性費(fèi)用則可用來吸引經(jīng)銷商的加盟。

(2) control the sales manager's approval authority for marketing expenses.

Manufacturers should reduce the scope of sale managers' authority and refine the reporting system of marketing expenses. The use of each marketing fee should be approved by the head office in advance after approval by the head office, so as to achieve the purpose of controlling the use of marketing expenses.