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东风汽车股份公司以“品牌销售、区域代理、突出重点、控制风险”为原则建立营销网络,在区域市场中以“非排他性代理区域市场”为主,同一区域内发展多家经销商。这种方法的好处是引入竞争机制,增强市场活力,不利之处在于经销商间可能互相打压、恶意降价,以致区域市场价格紊乱,制约二级网络建设。在利、弊综合作用下,往往会有两种市场反应:互补性竞争与对抗性竞争。
Dongfeng Motor Corporation to “brand sales, regional agency, focus, risk control” as the principle of establishing a marketing network in the regional market to “non-exclusive agency regional market ” mainly in the same region to develop a number of distribution Business The advantage of this method is the introduction of a competitive mechanism to enhance the vitality of the market. The downside is that dealers may suppress each other and maliciously reduce prices, resulting in disruptions in the regional market and restricting the construction of secondary networks. Under the combined effect of the advantages and the disadvantages, there are often two kinds of market reactions: complementary competition and confrontational competition.