非处方药品消费者信息搜寻行为的实证研究——以天津地区为例

Empirical Study on Information Searching Behavior of OTC Consumers: Based on Tianjin District

当前OTC市场存在进入壁垒低,产品同质化严重,市场竞争激烈等问题。政府部门应继续完善药房、药店的监督管理法规并保障其执行;继续加大对药剂师的认证与培训工作的力度,杜绝社会上一些不良风气对药剂师的侵蚀,以提高其在消费者心目中的地位,更好地指导消费者合理用药。企业应把平价大药房和社区药房作为现阶段的营销重点,更多地运用媒体广告来向消费者传递信息,同时,努力把握消费者购买决策的全过程,以期在各个阶段都能有效地对其施加影响。

Nowadays, due to low barrier entering OTC market, there appeared the problems of seriously homogeneous products, fierce market competition, etc. The government departments should continue to improve the supervising management regulation on pharmacy and drug store and guarantee its implementation, increase the efforts on pharmacists＇ certification and training, avoid corrosion on phar- macists from unhealthy social currents to enhance their position in consumers＇ mind, and galide consumers＇ to take medicine reasonably. The enterprises should put par drugstore and community drugstore in current marketing emphasis, employ media advertisement to deliv- er information for consumers more, meanwhile, make an effort to understand the whole process of consumers＇ purchasing decision in or- der to exert influence effectively in every stage.