浅谈医药企业非处方药品的市场运作策略

Discussion on the Strategy of Pharmaceutical Enterprises in Marketing Management of OTC

目的 :为药品生产商和经销商提供参考。方法 :对非处方药品自身的特点、市场前景及影响消费者购药行为的因素进行分析 ,指出我国非处方药品传统推广模式的不足之处。结果与结论 :非处方药品在我国市场上应采用“终端铺货 +广告推广 +活动促销”的全方位立体营销模式。

OBJECTIVE:To provide information for reference of pharmaceutical manufacturers and distributors METHO_DS:OTC was analysed in respect of self-characteristics,market forecast and factors influcing cosumers,and the shortcomings of traditional promotion model for OTC in China were indicated RESULTS & CONCLUSION:We should adopt the marketing model including termination spreading,advertisement expansion and sales promotion