市场低价销售，如何控价？

Core Viewpoint - Brand price control refers to a series of measures taken by brand owners to protect their interests, maintain brand image, and stabilize market prices by managing and controlling product prices in sales channels [1] Group 1: Steps for Brand Price Control - Step 1: Define Price Control Objectives - Brand owners need to clarify their price control objectives, such as preventing low-price dumping, maintaining price stability, and enhancing brand image [4] - Step 2: Develop Price Control Strategies - Price system planning involves setting reasonable price ranges and profit margins to ensure that all levels of distributors can achieve reasonable profits [4] - Channel management includes strict management of sales channels to prevent price undercutting and low-price sales, along with signing price protection agreements with distributors [5] - Promotion activity management aims to standardize promotional activities to avoid price chaos, establishing unified promotional policies and price standards [5] - Intellectual property protection focuses on strengthening IP protection to combat counterfeit products, thereby maintaining brand image and price system [6] - Step 3: Execute Price Control Operations - Monitoring market prices regularly to detect low-price sales promptly [7] - Communicating and negotiating with distributors to understand the reasons for low-price sales and seeking solutions, with potential actions against malicious low-price sellers [8] - Legal measures can be taken against distributors who severely violate pricing policies, such as filing lawsuits or reporting to regulatory agencies [9] - Optimizing supply chain management to reduce costs and enhance product competitiveness, thereby decreasing reliance on low-price sales [10] - Step 4: Evaluate and Adjust - After executing price control operations, brand owners need to assess the effectiveness of price control and make adjustments based on evaluation results, which may include market price stability, distributor satisfaction, and brand image [11] - Step 5: Establish Long-term Price Control Mechanisms - To maintain price system stability, brand owners should establish long-term price control mechanisms, including regular reviews of pricing policies, enhanced distributor training, and improved price monitoring systems [12] Group 2: Summary of Brand Price Control Process - The brand price control process involves defining objectives, developing strategies, executing operations, evaluating and adjusting, and establishing long-term mechanisms, all of which are interrelated and mutually reinforcing [13]