OTC药品渠道分析——以正堂药业为例_精品.doc

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。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 Abstract In 2000, China managed separately prescription drugs (Rx) and non-prescription drugs (OTC), non-prescription drugs by consumers choose to buy and use. For non-prescription drug companies, pharmaceutical marketing channels will be the key to their victory. According to SFDA Southern by the estimates, in the next ten years, the compound annual growth rate of industrial output value of Chinese medicine is expected to reach 22% by 2020, China is expected to become the worlds second largest pharmaceutical market after the United States. SFDA Southern Medicine Economic Institute] Therefore, the pharmaceutical industry will be possible into the development of the industrys golden years. With enhanced awareness of self-treatment of minor illnesses and diseases of the digestive system will at the pharmacy to buy medicine treatment, shows that non-prescription drugs will have a huge space for development, channel is king era, the building channels is particularly important. The paper analysis of positive Tang Pharmaceutical situation and existing problems, the mode of its marketing channels to explore analysis aims through marketing channels, to make useful suggestions for improvement. Keywords: marketing, channel marketing model ,OTC ,Zhengtang yaoye company 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 - 1.3 OTC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 - 11 - 3.2.买断制 - 11 - 3.3.直营制 - 12 - 3.4.经销制 - 12 - 4.正堂药业营销渠道改进 - 12 - 4.1企业概况 - 12 - 4.2正堂药业营销渠道现状及存在的问题 - 13 - 4.2.1营销渠道现状 - 13 - 4.2.2营销渠道存在问题 - 13 - 4.3正堂药业营销渠道改进 - 14 - 4.3.1加强终端市场建设 - 14 - 4.3.2经销商选择