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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1Abstract(fromChineseVersion)SincetheclassifiedadministrationofmedicinaldrugswasintroducedonJanuary1,2000,changesgraduallytookplaceinthemarketingmodelsformedicinaldrugs.Prescriptiondrugsrefertothosethatareprescribedbydoctorsandarefromhospitaldrugstoreandaretakenunderdoctor'sguidance,whereinthemarketingwaspracticedonthebasisofprofessionaluniversalization.OTCdrugisspecialproductcategory;ithasthecharacterofdrugs,embodiesconsumers'high-degreephilosophicsense;itproducesmuchparticipationandgivessenseofinsecurity;ithasthecharactersofconsumergoodsaswell,andtheconsumersdecideontheirowntobuythemornot.OTCdrugisasub-commercialformthatliesbetweenmedicinaldrugsandtheconsumable;whencomparedwithprescriptiondrugs,itisfairlydifferentinsuchaspectsasvarieties,modesofoperation,policyrestrictions,consumingbehaviorpatterns,etc.OTCdrugmarketshavetheirownuniqueness.OTCdrugmarketnormallyadoptseverymeansofmarketing,sellinganduniversalizingthedrugsdirectlytotheconsumers.Ourcountrypracticedthisclassifiedadministrationsystemfordrugsnotlongago;theOTCdrugmarketisnotmatureorperfect;itisatitsembryostagesincomparisonwiththeadvancedcountriesintheworld.Inthisbackground,theauthorattemptstostartfromthemarketingintegrationtheoriesincombinationwiththecharactersofourcountry'sOTCdrugmarkets,toprobeintothemarketingstrategiesoftheOTCdrugmarketsinourcountry,soastopromotethedevelopmentin,andmaturityof,ourcountry'sOTCdrugmarkets.Thisarticle'sresearchcentersaroundtheresearchobjectoftheOTCdrugmarkets,itfallsinto6chapters.IntheChapterOne,theauthor2makesanintroductiontotheconceptandconsumptioncharacteroftheOTCdrug,tothecurrentconditionsanddevelopmenttrendsoftheOTCdrugmarketsathomeandabroad,aswellastothemainmarketingmodelsfortheOTCdrugsofthemajorcountriesintheworld.ChapterTwo,startingfromSPTmarketingandmarketingfix,combiningwiththecharacterandcurrentconditionsoftheOTCdrugmarketsinourcountry,probesintoandanalyzesthemajorfactorsaffectingthedrugmarketingmanagementinourcountry.Thechapters3,4,5analysizetheprimaryfactoraffectingtheOTCdrugmarketinginourcountry.Thesechaptersmainlyresearchandanalyzesuchquestionsasthebrands,channels,packaging,advertisingandsalespromotion,etc,oftheOTCdrugs.TheChapterSixanalyzesthedevelopmenttrendofthemarketingstrategiesfortheOTCdrugmarketsinourcountries,andmovedthatthematurityoftheOTCdrugmarketsinourcountryshouldbehastenedtoenhancetheinternationalcompetitivecapabilitiesoftheOTCdrugmarketsinourcountry.Keywords:OTC,strategy,advertising,packaging,channel,brand,andterminal1目录前言······························1第一章OTC药品市场行业现状·················3第一节OTC的特点及消费特征···············3一OTC药品的定义···················3二OTC药品的特点···················3三OTC药品的消费特征················5四OTC消费的行为模式················6第二节国内OTC市场现状·················7一我国OTC药品概况·················7二OTC药品销售状况·················7三主要类别OTC市场·················8四市场竞争格局····················9五OTC市场发展趋势·················10第三节OTC国际市场概况·················12一OTC国际市场规模·················12二OTC主导销售品种·················12三世界OTC药品主要潜力品种············13四主要国家非处方药OTC市场及发展趋势····14五主要国家OTC药品的营销特点···········15第二章OTC药品STP营销及4Ps分析·············17第一节STP营销分析····················17一OTC药品STP营销产生背景············17二STP营销的主要环节················18三OTC药品的市场细分化···············19四OTC药品目标市场选择···············22五产品市场定位····················23第二节OTC药品市场营销组合分析············27一市场营销组合····················27二市场营销组合的特征················29三OTC药品营销中营销组合战略应的特点······301中文摘要我国自2000年1月1日实行药品分类管理以来,药品的营销模式逐步发生了变化处方药系指经医生处方才能从医院药房或指定的药店获取并要在医生指导下使用的药物主要采用以专业推广为中心的营销模式OTC药品是一个特殊的产品类别既有药品的特征消费者高度理性有高参与性和不安全感又有消费品的特征由消费者自主决策和购买OTC药品是界于药品和消费品之间的亚商业形态它与处方药相比在品种结构经营方式政策限制消费行为模式等方面均有较大的差异OTC药品市场有其独特之处OTC药品市场多采用各种市场营销手段直接面对消费者进行药品销售推广我国刚刚实行药品分类管理制度OTC药品市场还不成熟和完善与世界发达国家相比仅具雏形在这个背景下笔者试图从市场营销组合理论出发结合我国OTC药品市场的特点探讨我国OTC药品市场营销策略以促进我国OTC药品市场的发展和成熟本文以OTC药品市场为研究对象展开研究共分六章在第一章中笔者介绍了OTC药品的概念和消费特征国内外OTC药品市场现状和发展趋势世界主要国家OTC药品的营销模式第二章目标市场营销SPT营销和市场营销组合的角度出发结合我国OTC药品市场的特点和现状对OTC药品市场的营销管理进行了探讨第三四五章对影响我国OTC药品营销的主要因素进行探讨分析主要研究分析OTC药品的包装品牌渠道终端广告促销等方面的问题第六章对我国OTC药品市场的营销策略发展趋势进行分析并提出通过探索DTC营销模式和探索IMC营销模式加速我国OTC药品市场的成熟增强我国OTC药品企业的国际竞争力关键词OTC策略广告包装渠道品牌2经营方式政策限制消费行为模式等方面均具有较大差异OTC药品市场有其独特之处笔者从营销学的角度希望通过对OTC药品市场几个主要营销问题的探讨籍此对我国OTC药品市场的完善和成熟对我国OTC药品生产经营企业竞争力的提高有所借鉴和帮助3二硬终端策略·····················54三软终端策略·····················55四终端日常维护····················56五我国OTC药品市场的终端对策···········57第二节广告策略·······················58一OTC药品广告的作用················59二OTC药品广告的目标················60三我国OTC药品广告媒体的选择及广告设计的一般原则····························61第六章OTC药品营销战略的发展趋势及分析···········65第一节探索DTC营销模式················65一DTC盛行的原因···················65二DTC营销组合····················65三DTC营销的发展趋势················66第二节探索整合营销IMC···············66第三节我国OTC药品的营销趋势·············67结束语·······························69参考文献······························70致谢································712第三章OTC药品包装与品牌分析················32第一节包装策略·····················32一药品包装的作用···················32二OTC药品包装的设计原则··············33三OTC药品包装策略·················34第二节品牌经营策略····················36一OTC品牌经营的必要性