【作者】 徐再胜；

【导师】 徐瑞平；

【作者基本信息】 西安理工大学 ， 工商管理， 2002， 硕士

【摘要】 随着市场竞争的日趋白热化和产品的日益同质化，在以企业和产品为导向的4Ps营销理论基础上，市场营销观念逐步发展为以顾客为核心的4Cs营销理论，并不断走向融合。伴随着我国市场经济体制的建立健全，人民生活水平的不断提高，我国医疗保险体制进行了重大改革，实施了“医”、“药”分家和药品分类管理制度。一个全新的、规范的药品市场——OTC市场出现在广大医药企业面前。 “识时务者为俊杰”，适应医改潮流，本文以正华药业有限公司OTC药品营销活动为背景，对其营销策略展开研究。文章详细分析了OTC药品、行业、消费者行为，OTC市场竞争状况，国家政策和市场潜力等状况，结合企业产品竞争环境等进行了SWOT分析，针对企业的产品状况，营销现状，找出企业的优势所在和存在问题。在正华药业非处方药品营销策略的制定过程中，首先对企业的营销现状进行了分析找出了影响产品销售的产品、价格、促销、分销等方面存在的主要问题，明确了非处方药品促销和塑造企业品牌是当前最关键的问题。因此，本文重点阐述了正华药业非处方药品营销策略的制定和实施建议，确定了以城镇市场为重点目标市场，制定了新的产品策略、价格策略，终端促销策略、渠道策略，强调延长产品生命周期的产品组合策略，采取以成本导向定价法的价格折扣和让利策略，在终端促销上强化品牌营销，在渠道策略制定上，运用通路分销的设计思路，提出了“短化”、“宽化”的通路原则，为保障营销策略的 内文理卜人学 f ：商管理硕十（MBA）学位论文 一 实施，提出了针对性的实施建议，强调转变营销观念，实现由产品营销向 品牌营销转变，强化营销队伍建设和管理。希望通过本文的研究，不仅对 正华药业而且对所有准备进军OTC市场的制药企业都能有所帮助。－更多还原

【Abstract】 With the market Competition becoming more impetuous and products becoming more similar day and day. On the basis of theory of business and product-oriented, the idea of marketing has developed to the 4CS theory of customer-oriented. And tend to combine. With market economy being built and becoming perfect. People’s living is increasing on and on, our country’s medicine and insurance system has being reformed greatly, executing hospitals and medicine separated and medicine management by kinds system. A new, normal medicine market-OTC market will come facing many pharmaceutical enterprises."He is a great man who can discover trend", in order to accommodate the trend of medicine and insurance reform, on the basis of marketing activities of Zhang Hua Pharmaceutical Ltd, this thesis analyses its marketing strategy. By studying detailedly OTC medicine, industrty, chustomers’ behavior, the marketing strategy foreign brand medicine entering Chinese market, country’s Policy and market potentiality, combining enterprise’s competitive condition and products by SWOT analysis. This thesis rearrange marketing combination strategy and especially discourse strategy, price strategy, channel strategy, terminal promoting strategy, advertisement strategy. Changing marketing concept and brand marketing are key steps emphatically in this thesis which also offer target management in marketing, venture management in OTC market andmarketing procession administration and stimulation. At last, the study of this thesis aims at putting forward the new idea of the OTC medicine marketing strategy of ZhengHua Pharmaceutical Ltd and realizing it everlasting and can also be used for reference by ZhengHua pharmaceutical as well as for the same trade which are to enter OTC market.更多还原