浅谈我国非处方药的市场营销策略

The Discussions about the Marketing Strategy of OTC Drugs in Our Country

本文从现阶段我国非处方药的市场现状入手,从产品、价格、渠道、促销四个方面研究了跨国药企和本土制药企业的市场营销策略,提出企业应严把质量关,健全营销渠道,避免渠道冲突,构建新型营销网络,同时选择有效媒介,突出产品的定位,将产品的品牌深入到消费者心中,满足消费者的需求。

The essay begins with the present market conditions of the OTC drugs in our country. It researches the marketing strategies of transnational and local pharmaceutical enterprises from four aspects including product, price, access and promotion. It also puts forward that the enterprise should be strict to the quality, improve the marketing channels, avoid channel conflict and construct the new marketing management network. At the same time, the enter- prise should choose effective media, highlight the positioning of products, put the brand of products in the consum- er＇ s heart deeply and meet the need of consumers.