所在案例库：中国管理案例共享中心
案例链接：http://www.cmcc-dlut.cn/Cases/Detail/869
案例名称：越界经营的风波：维康药业的渠道管理困局
译名：Crisis of Transboundary Sales: WeiKang Medicine Company’s Channel Management Dilemma
案例作者：黄劲松、邓清清、庄丽
作者单位：北京航空航天大学
中文摘要：本案例描述中国市场中频繁发生的越界经营和窜货问题。维康药业是一家生产和销售医药生物材料的公司，该公司在经营过程中常常出现越界经营和窜货问题。近期，广西柳州市的经销商越界到广西南宁市经营，南宁市的经销商要求公司加以处理，但是公司内部对如何解决这一问题存在着两种不同的声音，一方认为应当以效率为先，另一方认为应当以公平和秩序为重点，这使公司的销售总监刘成陷入了两难的境地，应当如何解决这一问题正考验着他的智慧……
英文摘要：The current case discusses the issue of transboundary sales that frequently happens in Chinese market. WeiKang medicine is a company that focus on production and sale of medical and biological materials, they continues to encounter the issue of transboundary sales. Recently, an agent from LiuZhou city GuangXi Province cross-border sells products to NanNing city GuangXi Province, the agent of NanNing city require company punish LiuZhou agent. However, there are two different voices within the company on how to solve this problem. Some people consider that company should deal with the issue based on efficiency first; others think fair and order is more important. This situation caught sales director Cheng Liu into a dilemma, how to solve this problem is testing his wisdom……
中文关键词：维康药业；渠道冲突；越界经营；渠道管理；2012百优案例
英文关键词：WeiKang Medicine Company; Channel Conflict; Cross-border Operation; Channel Management
案例入库时间：2012-09
