OTC药品渠道分析以正堂药业为例.docVIP

OTC药品渠道分析——以正堂药业为例 16 - -3- 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。 SFDA南方医药经济研究所因此，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” SFDA南方医药经济研究所 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 TOC \o 1-3 \h \u HYPERLINK \l _Toc10025 摘要 PAGEREF _Toc10025 - 3 - HYPERLINK \l _Toc18931 Abstract PAGEREF _Toc18931 - 4 - HYPERLINK \l _Toc27026 1.绪论 PAGEREF _Toc27026 - 6 - HYPERLINK \l _Toc559 1.1 研究背景 PAGEREF _Toc559 - 6 - HYPERLINK \l _Toc25500 1.2 研究的目的和意义 PAGEREF _Toc25500 - 6 - HYPERLINK \l _Toc18548 1.3 OTC药品现状分析 PAGEREF _Toc18548 - 7 - HYPERLINK \l