我国OT药品市场主要销售问题.doc

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1 Abstract (from Chinese Version) Since the classified administration of medicinal drugs was introduced on January 1, 2000, changes gradually took place in the marketing models for medicinal drugs. Prescription drugs refer to those that are prescribed by doctors and are from hospital drug store and are taken under doctors guidance, wherein the marketing was practiced on the basis of professional universalization. OTC drug is special product category; it has the character of drugs, embodies consumers high-degree philosophic sense; it produces much participation and gives sense of insecurity; it has the characters of consumer goods as well, and the consumers decide on their own to buy them or not. OTC drug is a sub- commercial form that lies between medicinal drugs and the consumable; when compared with prescription drugs, it is fairly different in such aspects as varieties, modes of operation, policy restrictions, consuming behavior patterns, etc. OTC drug markets have their own uniqueness. OTC drug market normally adopts every means of marketing, selling and universalizing the drugs directly to the consumers. Our country practiced this classified administration system for drugs not long ago; the OTC drug market is not mature or perfect; it is at its embryo stages in comparison with the advanced countries in the world. In this background, the author attempts to start from the marketing integration theories in combination with the characters of our countrys OTC drug markets, to probe into the marketing strategies of the OTC drug markets in our country, so as to promote the development in, and maturity of, our countrys OTC drug markets. This articles research centers around the research object of the OTC drug markets, it falls into 6 chapters. In the Chapter One, the author2 makes an introduction to the concept and consumption character of the OT