知名品牌的非处方药与处方药市场营销策略组合的比较研究

Comparative Study on Marketing-mix Strategy of Well-known OTC and Prescription Drugs

目的:为国内制药企业制定非处方药和处方药市场营销策略组合提供参考。方法:运用χ2检验对国内、外知名非处方药(66个)和处方药(34个)共100个药品品牌在国内市场运用的营销策略组合中的产品策略、价格策略、渠道策略、促销策略的种类和数量分别进行统计分析,总结其运用规律。结果与结论:品牌非处方药和处方药在产品策略、价格策略和渠道策略运用上没有显著性差别,而促销策略运用上有明显的差别,处方药品牌比非处方药品牌更倾向于运用临床拜访和学术推广,非处方药品牌则比处方药品牌更倾向于运用药店推广。

OBJECTIVE： To provide reference for domestic pharmaceutical enterprises to formulate marketing-mix strategy of OTC and prescription drugs. METHODS： In x^2 test, marketing-mix strategy of 100 well-known domestic and foreign drugs （including 66 kinds of OTC and 34 kinds of prescription drugs） were analyzed statistically in respect of category and amount of product strategy, price strategy, marketing channel strategy, promotion strategy. Relevant regularity was summarized. RESULTS ＆ CONCLUSIONS： There is no distinct difference between OTC and prescription drugs in product strategy, price strategy or marketing channel strategy. But the difference of promotion strategy is distinct. The marketing of prescription drugs tends to clinical visiting and academic promotion while OTC tends to apply drugstore promotion.