加入WTO后我国OTC药品市场格局与市场战略选择

OTC Market Structure and Market Strategy Selection in China After Entering WTO

随着我国加入WTO以及药品分类管理制度和医疗体制改革的推进,我国OTC药品市场在产生初期就面临巨大的挑战,在分析OTC市场格局的基础上,从市场定位、营销网络构建和品牌经营这三个方面提出对策建议。

China's entry into the WTO, especially the advance of drug classification management and medical system reform, presents the OTC drug market with a great challenge at its initial stage. Based on the analysis of the OTC market structure, the paper works out some countermeasures in the aspects of positing, marketing network and brand mangement.