西南财经大学硕士学位论文题目:我国OTC药品市场主要营销问题的探索研究生姓名奂卫东攻读专业工商管理研究方向工商管理年级2000EMBA指导教师陈乙定稿日期2003年4月20日1Abstract(fromChineseVersion)SincetheclassifiedadministrationofmedicinaldrugswasintroducedonJanuary1,2000,changesgraduallytookplaceinthemarketingmodelsformedicinaldrugs.Prescriptiondrugsrefertothosethatareprescribedbydoctorsandarefromhospitaldrugstoreandaretakenunderdoctor'sguidance,whereinthemarketingwaspracticedonthebasisofprofessionaluniversalization.OTCdrugisspecialproductcategory;ithasthecharacterofdrugs,embodiesconsumers'high-degreephilosophicsense;itproducesmuchparticipationandgivessenseofinsecurity;ithasthecharactersofconsumergoodsaswell,andtheconsumersdecideontheirowntobuythemornot.OTCdrugisasub-commercialformthatliesbetweenmedicinaldrugsandtheconsumable;whencomparedwithprescriptiondrugs,itisfairlydifferentinsuchaspectsasvarieties,modesofoperation,policyrestrictions,consumingbehaviorpatterns,etc.OTCdrugmarketshavetheirownuniqueness.OTCdrugmarketnormallyadoptseverymeansofmarketing,sellinganduniversalizingthedrugsdirectlytotheconsumers.Ourcountrypracticedthisclassifiedadministrationsystemfordrugsnotlongago;theOTCdrugmarketisnotmatureorperfect;itisatitsembryostagesincomparisonwiththeadvancedcountriesintheworld.Inthisbackground,theauthorattemptstostartfromthemarketingintegrationtheoriesincombinationwiththecharactersofourcountry'sOTCdrugmarkets,toprobeintothemarketingstrategiesoftheOTCdrugmarketsinourcountry,soastopromotethedevelopmentin,andmaturityof,ourcountry'sOTCdrugmarkets.Thisarticle'sresearchcentersaroundtheresearchobjectoftheOTCdrugmarkets,itfallsinto6chapters.IntheChapterOne,theauthor2makesanintroductiontotheconceptandconsumptioncharacteroftheOTCdrug,tothecurrentconditionsanddevelopmenttrendsoftheOTCdrugmarketsathomeandabroad,aswellastothemainmarketingmodelsfortheOTCdrugsofthemajorcountriesintheworld.ChapterTwo,startingfromSPTmarketingandmarketingfix,combiningwiththecharacterandcurrentconditionsoftheOTCdrugmarketsinourcountry,probesintoandanalyzesthemajorfactorsaffectingthedrugmarketingmanagementinourcountry.Thechapters3,4,5analysizetheprimaryfactoraffectingtheOTCdrugmarketinginourcountry.Thesechaptersmainlyresearchandanalyzesuchquestionsasthebrands,channels,packaging,advertisingandsalespromotion,etc,oftheOTCdrugs.TheChapterSixanalyzesthedevelopmenttrendofthemarketingstrategiesfortheOTCdrugmarketsinourcountries,andmovedthatthematurityoftheOTCdrugmarketsinourcountryshouldbehastenedtoenhancetheinternationalcompetitivecapabilitiesoftheOTCdrugmarketsinourcountry.Keywords:OTC,strategy,advertising,packaging,channel,brand,andterminal1目录前言······························1第一章OTC药品市场行业现状·················3第一节OTC的特点及消费特征···············3一OTC药品的定义···················3二OTC药品的特点···················3三OTC药品的消费特征················5四OTC消费的行为模式················6第二节国内OTC市场现状·················7一我国OTC药品概况·················7二OTC药品销售状况·················7三主要类别OTC市场·················8四市场竞争格局····················9五OTC市场发展趋势·····...
