试论非处方药的品牌定位、管理与传播

On the Orientation,Management and Spreading of OTC Brands

目的为制药企业非处方药(OTC)的品牌定位、管理与传播提供参考。方法阐述品牌及品牌战略的概念,探讨OTC的品牌定位、管理与传播的方法。结果与结论建立并管理好品牌是制药企业实现差异化战略的有效方法之一,良好的品牌理念对制药企业的发展至关重要。

OBJECTIVE:To provide references for the orientation,management and spreading of OTC brands.METHODS: The concepts of brands and brand strategy were explained,and the ways for the orientation,management and spreading of OTC brands were discussed.RESULTS&CONCLUSION:The establishment and management of brands is one of the effective measures to achieve diversified strategy in pharmaceutical enterprises.Good concept about brands is the key to the development of pharmaceutical enterprises.