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本文从经济学角度讨论了药品不正当营销的问题,提出以制度创新的途径对药品营销过程中寻租现象进行反寻租和抑制寻租的发生。本文从两个方面展开:①药品流通领域的信息不对称现象。提出信息不对称下所采取能降低药品营销过程中机会主义行为发生的措施;②药品经营领域的寻租现象。药品销售领域和使用领域的寻租现象是不同的,相应地提出以制度创新抑制寻租现象的发生。
This article discusses the issue of illicit marketing of pharmaceutical products from the perspective of economics and puts forward the idea of seeking rent-seeking and inhibiting rent-seeking in the phenomenon of rent-seeking in the process of drug marketing through the means of system innovation. This article starts from two aspects: ① information asymmetry in the field of drug circulation. Put forward measures to reduce opportunistic behavior in the process of drug marketing under asymmetric information; and rent-seeking phenomenon in the field of drug business. The phenomenon of rent-seeking in the field of drug sales and in the field of use is different, and correspondingly put forward to suppress the phenomenon of rent-seeking by institutional innovation.