非处方药的网络DTC营销

Web-based DTC Marketing of Over-the-Counter Drugs

本文旨在为非处方药网络DTC营销策略提出建议。通过文献收集和资料分析后,本文初步得到以下结论:(1)全球OTC市场中,我国以11%的增长率成为增长最快的地区;(2)2006年我国网络营销市场规模突破60亿;(3)超过80%的城市居民对一些可自我识别的疾病或某些慢性疾病进行自我药疗;(4)截至2007年1月,我国网民总数为13700万人。基于此,本文认为电子邮件营销,网络DTC广告和DTC网站这三种网络DTC营销方式的发展前景看好。

After literature review and data collection, the paper summarized the following points in order to lay a foundation for analyzing the marketing strategies of web-based DTC marketing for OTC drugs in China： （1） China represents the fastest-growing region in global OTC drug market with 11% increase rate; （2） The market size oflnternet marketing in China in 2006 reached RMB 6 billion; （3） There are over 80% urban residents adopt self-medication to some mild symptoms or chronic diseases; （4） At the end of January 2007, there are 137 million netizens in China. The paper believed the following three types of web-based DTC marketing have a promising prospect, i.e. E-mail marketing, Web-based DTC advertising, and DTC sites.