学年论文题目：OTC药品渠道分析——以正堂药业为例学院：经济管理学院班级：市场营销09-1班学生姓名：余常春学号：20090410080121指导教师：李南鸿老师二○○年月日-3-OTC药品渠道分析——以正堂药业为例华东交通大学经济管理学年论文评阅书2摘要2000年我国对处方药（Rx）和非处方药（OTC）进行分开管理，非处方药由消费者-3-指导教师评语：指导教师签字：年月日成绩OTC药品渠道分析——以正堂药业为例自行选择购买和使用。对于非处方药企业来说，药品营销渠道将成为他们取得胜利的关键所在。根据SFDA南方所的测算，未来十年，中国医药工业总产值的年复合增长率有望达到22%，到2020年中国有望成为仅次于美国的全球第二大药品市场。1因此，医药行业将很可能步入行业发展的"黄金十年"。同时随着人们自我治疗意识的增强，小病以及一些消化系统的疾病都会自己在药店买药治疗，由此可见，非处方药将有巨大的发展空间，而在“渠道为王”的时代，如何建设和管理营销渠道成为中小医药企业获取优势的重要课题。本文主要分析正堂药业的现状及存在的问题，对其营销渠道的模式进行了探讨分析，旨在通过营销渠道的研究，提出有益的改进建议。关键词：营销渠道营销模式非处方药OTC正堂药业1SFDA南方医药经济研究所4AbstractIn2000,Chinamanagedseparatelyprescriptiondrugs(Rx)andnon-prescriptiondrugs(OTC),non-prescriptiondrugsbyconsumerschoosetobuyanduse.Fornon-prescriptiondrugcompanies,pharmaceuticalmarketingchannelswillbethekeytotheirvictory.AccordingtoSFDASouthernbytheestimates,inthenexttenyears,thecompoundannualgrowthrateofindustrialoutputvalueofChinesemedicineisexpectedtoreach22%by2020,Chinaisexpectedtobecometheworld'ssecondlargestpharmaceuticalmarketaftertheUnitedStates.SFDASouthernMedicineEconomicInstitute]Therefore,thepharmaceuticalindustrywillbepossibleintothedevelopmentoftheindustry's"goldenyears."Withenhancedawarenessofself-treatmentofminorillnessesanddiseasesofthedigestivesystemwillatthepharmacytobuymedicinetreatment,showsthatnon-prescriptiondrugswillhaveahugespacefordevelopment,"channelisking"era,thebuildingchannelsisparticularlyimportant.ThepaperanalysisofpositiveTangPharmaceuticalsituationandexistingproblems,themodeofitsmarketingchannelstoexploreanalysisaimsthroughmarketingchannels,tomakeusefulsuggestionsforimprovement.Keywords:marketing,channelmarketingmodel,OTC,Zhengtangyaoyecompany-3-OTC药品渠道分析——以正堂药业为例目录摘要..............................................................................................................................................-3-Abstract........................................................................................................................................-4-1.绪论..........................................................................................................................................-6-1.1研究背景..........................................................................................................................-6-1.2研究的目的和意义..........................................................................................................-6-1.3OTC药品现状分析...........................................................................................................-7-2.营销渠道理论概述..................................................................................................................-9-3.OTC药品销售模式分析.........................................................................................................-11-3.1代理制.............................................................
