【摘要】 当今酒类终端市场,进场费、店庆费、酒水买断费、包场促销费以及各种反点、回扣、赞助、支持等,已成各大商超和酒楼、饭店的巨大盈利源泉,更是一种典型的商业贿赂和不正当竞争行为。它毒化终端,破坏商业规范和公平竞争的市场环境与氛围;导致产品价格与价值严重背离;最终侵害消费者权益。解决终端不合理收费问题,根本上还需政府和消费者共同维护,跳出终端怪圈,规范、成熟、理性消费,回归品牌和质量。倡导理性、诚信、长远发展的战略,整合和规划目标终端市场。改变“大投入、大广告、大促销”的营销策略,建立高效资源整合发展战略,促进终端怪圈大崩盘。(孙悟)更多还原

【Abstract】 Nowadays, various barriers existed including kickbacks, business sponsorship and extra illicit expenditures etc. in liquor terminal market, which became a profitable source for supermarkets, restaurants and hotels but a tumor for liquor-making industry. Generally, such phenomenon was considered as business bribe and unfair market competition. More badly, it would destroy the commercial standards and the fair competition market, lead to serious deviation of liquor product price and its actual value, and finally damage consumer′s rights and benefits. To settle the problem of inadequate fee charging in terminal market, the government together with consumers should be responsible for the development of a normative and mature liquor terminal market. Besides, appropriate long-term development strategy for liquor enterprises should be formulated to direct rational liquor terminal market. The promotion strategy of “large investment, lots of ads, and large scale promotion” should be regulated to realize high-efficiency resources integration and to avoid liquor terminal market collapse. (Tran. by YUE Yang)更多还原