第1页共49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49页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,probesintoandanalyzesthemajorfactorsaffectingthedrugmarketing第2页共49页第1页共49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2页共49页managementinourcountry.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...
