OTC药品的广告战略及效果研究

上海交通大学硕士学位论文OTC药品的广告战略及效果研究姓名：孙卡申请学位级别：硕士专业：工商管理指导教师：余明阳20070128OTCOTCOTCOTCOTCOTCOTCOTCOTCOTCOTCOTCOTCOTC6%10%60%80%OTCOTCOTCOTCOTC“”“”OTCOTCOTCOTCOTCOTCOTCTHERESEARCHOFADVERTISINGSTRATEGYANDADVERTISINGEFFECTOFTHEOTCPHARMACYABSTRACTTheOTCmarketoftheChinaisahugemarketanditalsoisanewconceptforthelocalpharmacycompanies.TheChineseOTCmarketwillpossiblybethemostfastgrowthmarketintheworldOTCmarket.BecauseofthenewOTCmarket,therearelackofmaturecompetitivebaseandadvertisingstrategyforthemarketingoftheOTCproducts.MoreandmorelocalpharmacyadapttheadvertisingasamainmarketingtoolforthepromotionoftheOTCproducts.Theadvertisingstrategybecomemoreimportantforlocalpharmacycompaniestodevelopnewmarket,gainmoremarketshareandstimulatethepurchasingofthelocalconsumers.Detailedchannelmanagementandeffectiveadvertisingstrategybecomesacommonoperationmodelforlocalpharmacycompanies.SotheeffectiveandfutureorientedadvertisingstrategyplaysaimportantroleforthesuccessoftheOTCproductsinChinamarket.OTCmarketisasunshinemarketinChina,becausethepopulationoftheChinaislarge,andtheleveloftheOTCconsumptionbecomesclearnow.TherearealotofspaceandsegmentmarketfordifferentproductsandOTCbrandsinChina.FromthepointofviewoftheOTCindustry,thescaleofthelocalpharmacycompanyisstillsmall,andnocompanyisstrongenoughtocompetewiththeforeigncompanyinthemarket.Thetotalvolumeofthelocalpharmacycompaniesislessthanoneinternationalforeignpharmacynow.Throughmorethan10yearspracticeinChineseOTCmarket,thelocalpharmacycompanieshaverecognizedthattheOTCmarketneedsthemodernmarketingandcommunicationmodelinthepromotionoftheOTCproducts.ThelocalpharmacycompanieshavebeenawarethattheadvertisingissoimportantforthelaunchingoftheOTCproductsinanewmarketormarketsegment.ThepressureandopportunitiesalongwiththechangingenvironmentoftheOTCsector,moreandmorelocalpharmacycompaniesstarttoconsidertheadvertisingstrategyastheeffectiveroadforthesuccessoftheOTCproductsinlocalmarket.Theyuseintensiveadvertisingtogainthehighpointofthecompetition,tochallengethemarketleaderoftheOTCproducts,toexploreanddevelopanewmarketforthematureOTCproducts.AlthoughtheadvertisingvolumeofOTCproductsisincreasing,theeffectivenessofthoseadvertisingdoesnotincreaseasthesameleveloftheadvertisingvolumebecauseoflackofafutureorientedadvertisingstrategy.AlotofbrandsoftheOTCproductsappearsshortlyinthemarketandthelifecycleofthoseOTCbrandsalsoisveryshort------only2or3yearsinthemarket.Underthefiercecompetitiveenvironment,thepreciseadvertisingstrategybecomesakeyweaponformodernpharmacycompaniestopreventtheentryofthecompetitorsandalsoakeywaytogainmoremarketsharefromthemarket.Infuture,moreandmorelocalpharmacycompanieswilladapteffectiveadvertisingstrategytostimulateandleadtheconsumptionofOTCproducts.BaseontheanalysisofthecurrentmarketsituationoftheChineseOTCmarket,thisarticletrytoproposeaeffectiveadvertisingstrategyandworkingprocessthroughseveralcasestudyofthelocalpharmacycompanies.AndtheauthorhopestoprovideanewthinkandprocessfortheOTCadvertisingstrategyforthegrowingOTCmarketinChina.KEYWORDS:OTC,Advertisingstrategy,Advertisingeffect200612232006122320061223OTCOTCOTCOTCOTCOTC0TCOTCOTCOTCOTC0TCOTCOTCOTCOTCOTCOTCOTCOTCOTCOTCOTCOTCOTCOTCOTCMBAOTCOTC1.1OTCOTCprescriptiondrugethicaldrugnonprescriptiondrugoverthecounterOTC,OTC1-1MBAOTCOTC1.2OTCOTCOTCOTC103OTC50200810OTCOTCOTC1.2.1OTC2000OTCOTCOTC1.2.2OTCMBAOTCOTCOTC5OTC1.2.3OTCOTCOTCOTC20OTC4050OTC30OTC600OTCOTC1.3OTC1.3.1GDP1.2%OTC15%OTC1.3.2OTCOTC-OTC.OTC.BMSOTC200028%47%OTC25%OTCMBAOTC1.3.3OTCOTCCIS++=1.3.4OTCOTC1.3.5OTCOTC1.3.6OTCLFOTC1.3.7OTC2-3%8%-10%OTCOTCMBAOTC1.4OTCOTC102005OTC4211OTCOTCOTCOTC1.4.11336.094.52004180398.357200320102006402007602008245080OTC1.4.2OTCOTCOTC2004720.6%OTCOTC1.4.3MBAOTC2320-647270200445%20031330056.4%40801.4.4OTC1.4.5OTCOTCOTCMBAOTCOTC2.1OTCOTC2005OTC3-52.1.1.1234A941.2B9523.69680.6C9740986991.59495951-9581996200A97200MBAOTC2.1.2.96979899200020011050002.1.3.MBAOTC2.2OTCOTCOTCOTCOTCOTCOTCOTCOTCOTC11071MBAOTC732.3OTC2.3.1.OTC1OTC“”OTCOTCOTC2OTCOTCOTC3OTCMBAOTC4OTCOTCOTCOTCScott-Levin50%OTCOTC35%50%2.3.2.OTC1OTCOTCOTC19961083.3%POPOTCOTCPOPOTCMBAOTC23OTC4OTCMBAOTCOTCOTCOTCOTC3.12121OTC19841020018000217720011121200220035.42004820051021213.1.1.212121MBAOTC3.1.2.4.344102121211122105102112121217523.1.3.21MBAOTC3.2971200273200373.2.1.18990561231MBAOTC3.2.2.140%20%3.2.3.MBAOTC*3.2.4.MBAOTC-------172004cmms715-6420033.33.3.1.MBAOTC3.3.2.OTC2002OTC3.420021.18930488323%10200111200162000OTC3.4.1.20007-8MBAOTC3.4.2.200092000200120023.4.3.10MBAOTCMBAOTCOTC4.14.1.1.4.1.2.MBAOTC14-1MBAOTC4.2OTC4.2.1.12344.2.2.MBAOTC124.2.3.124.3OTC4.3.1.OTCOTC1MBAOTC2344.3.2.OTC1OTC2001“”“”“”“”MBAOTC“”“”“XO”“CiCi”“”“27”24-2MBAOTC4.3.3.OTC11234MBAOTC4.3.4.OTC3USP4BI5BC6PositioningUSPOTCUSPUSPUSPUSPOTCAIDASAIDAS1AAttention2IInteresting3DDesire4AAction5SSatisfactionMBAOTCUSPUSPUSPAIDASOTC4.3.5.OTC1234.3.6.OTC1234MBAOTC4.3.7.OTC1AIDMA1925Edward.K.StrongJrAIDAMemory2DAGMARDefiningAdvertisingGoalsforMeasuredAdvertisingResults1961Russell.H.ColleyDAGMAR320801996MBAOTCOTCOTC---OTC5.11995111855(20061031)50020057.366