本文以Y公司为案例来谈谈厨电企业如何杜绝“窜货”问题,希望给业内人士带来启示。“渠道为王”时代,厨电企业在营销渠道建设中往往避免不了渠道冲突的出现,而在所有渠道冲突中最具破坏性的非“窜货”莫属。“窜货”不但破坏了企业辛苦搭建起来的渠道网络,而且也造成了企业形象的损害,破坏了制造商和经销商之间合作关系,扰乱了稳定的价格体系,给厨电企业带来巨 In this paper, Y company as a case to talk about how to eliminate kitchen “FALSIFYING ” problem, hoping to bring enlightenment to the industry. “Channel is king ” era, kitchen and electrical enterprises in the marketing channel construction often can not avoid the emergence of channel conflicts, and in all channel conflicts the most destructive non- “channeling goods ”. “FALSIFYING ” not only undermined the channel network that the enterprise worked hard to set up, but also caused the damage to the corporate image, undermined the cooperation between manufacturers and distributors, disrupted the stable price system, To giant