第1页共29页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第1页共29页OTC药品及品牌提升策略.................................................................................................................2一、OTC医药企业现状..............................................................................................................21、OTC药品情况.................................................................................................................22、市场竞争格局..................................................................................................................33、企业的主要问题..............................................................................................................34、企业的首要任务..............................................................................................................3二、产品与品牌提升策略...........................................................................................................41、两定两广..........................................................................................................................42、日月同辉..........................................................................................................................43、创新求异..........................................................................................................................5三、OTC市场研究......................................................................................................................61、市场调研..........................................................................................................................62、OTC药品消费的特征.....................................................................................................63、三种OTC消费行为模式................................................................................................7四、市场定位与经营定位...........................................................................................................81、企业经营定位..................................................................................................................82、寻找市场差异..................................................................................................................93、产品与市场定位..............................................................................................................9五、包装与传播推广.................................................................................................................101、重视理论包装................................................................................................................102、款式包装求新求异........................................................................................................113、广告策略准确到位........................................................................................................114、软硬广告搭配................................................................................................................125、情感、理性诉求结合....................................................................................................12六、销售推广.............................................................................................................................131、人力...
