On The Illegitimate Competition Behavior In The Marketing

This thesis is based on productive law of the goods (include the profit-generating service), and divide the illegitimate competition behavior appearing in market-oriented economy into the two classes: illegitimate competition behavior in the production of goods and illegitimate competition behavior in the marketing of the goods. The critical point of dividing is: the activity in production of the products has already been finished, the activity related to selling has already begun. On the foundation of this category, Author regard illegitimate competition behavior in the marketing as the research object, precisely expatiate on its conception, character, theory classification, value orientation, meaningfulness, relation with illegitimate competition behavior in production of goods and proposal for legislation. In addition, with the constant development of the market economy of our country, the competition is becoming fiercer, and at the same time the illegitimate competition behavior is increasing. In the face of these numerous and complicated illegitimate competition behaviors, how to judge it is illegitimate? The sixth part of chapter one " Summary " in this thesis explained precisely on 3 important factors to judge that competition behavior is illegitimate and has put forward author's own opinion on the meaning of" kindhearted custom".After the summary of illegitimate competition behavior in marketing, based on above-mentioned theory classification, author expatiate systematically upon illegitimate competition behavior which appears in price strategy in marketing, channel tactics, advertising tactics, promotion tactics separately, in order to assert accurately when meeting the similar phenomenon in the marketing.Illegitimate competition behavior in price strategy includes commerce bribe, low-price dumping and repaying-principal selling. The common character of these behaviors is that achieves the goal of reducing the price actually through various kinds of way, such as offering property, discount off the account, reducing price, returning shopping charge, etc.Illegitimate competition behavior in channel strategy includes the illegal multiple level marketing behavior and selling goods in the status of manufacturers orthe whole seller. These behaviors appear in distribution channel of products in formof using distribution way improperly.Illegitimate competition behavior among the advertising tactics includes misleading and false propaganda, improper comparative advertising. This kind of behavior behaves in the field of propaganda of the products with an intention to mislead consumers.Illegitimate competition behavior in promotion tactics includes trading activity with conditions and selling goods with improper prize. The difference between promote tactics and advertising tactics lies in that the former focuses on short-term interests, and what the latter pursues is long- term market share.In all kinds of above-stated behaviors, commercial bribery, low-price dumping, misleading false propaganda, trading activity with conditions and selling goods with improper prize has been expounded in our country' legislation and theory circle completely. Repaying-principal selling, illegal multiple level marketing behavior of goods, selling goods in the status of manufacturers or the whole seller and improper comparative advertising hasn't been regulated by current law. The thesis has detailed and expressed some one's own views on it.The purpose of the theoretical research is serving for practice, the starting point of this thesis is like this. I hope the systematic study on illegitimate competition behavior in marketing can provide helps for the marketing activities of enterprises, and make it accord with legal provisions and range of the kindhearted custom and participate in competing effectively!...