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随着市场经济的深入进行,医药分销行业得到快速发展和变革,但在其中也出现部分分销商的不规范做法如窜货,给厂商和其他的渠道成员都带来了不小的损失。所谓窜货,是指渠道分销网络中的分销主体将商品销售到合同约定(或行政规定)以外的其它区域市场,造成渠道分销网络秩序与功能紊乱的一种营销现象,亦称之为冲货、倒货。对于我国医药行业多、小、散的局面而言,窜货对于生产企业渠道效率、渠道安全的影响不可忽略。
With the deepening of market economy, pharmaceutical distribution industry has been rapidly developed and changed, but some of them also appear irregular practices such as channeling goods, manufacturers and other channel members have brought no small loss. The so-called FALSIFYING, refers to the channel distribution network in the main distribution of goods to the contract (or administrative regulations) other than the regional market, resulting in channel distribution network order and dysfunction of a marketing phenomenon, also known as the stock , Pour. For China’s pharmaceutical industry more, small, scattered situation, FALSIFYING for the production channel efficiency, channel safety can not be ignored.