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1、西南财经大学硕士学位论文题目:我国OTC药品市场主要营销问题的探索研究生姓名奂卫东攻读专业工商管理研究方向工商管理年级2000EMBA指导教师陈乙定稿日期2003年4月20日1Abstract(fromChineseVersion)SincetheclassifiedadministrationofmedicinaldrugswasintroducedonJanuary1,2000,changesgraduallytookplaceinthemarketingmodelsformedicinaldrugs.Prescriptiondrugsrefertot
2、hosethatareprescribedbydoctorsandarefromhospitaldrugstoreandaretakenunderdoctor'sguidance,whereinthemarketingwaspracticedonthebasisofprofessionaluniversalization.OTCdrugisspecialproductcategory;ithasthecharacterofdrugs,embodiesconsumers'high-degreephilosophicsense;itproducesmuchpa
3、rticipationandgivessenseofinsecurity;ithasthecharactersofconsumergoodsaswell,andtheconsumersdecideontheirowntobuythemornot.OTCdrugisasub-commercialformthatliesbetweenmedicinaldrugsandtheconsumable;whencomparedwithprescriptiondrugs,itisfairlydifferentinsuchaspectsasvarieties,modeso
4、foperation,policyrestrictions,consumingbehaviorpatterns,etc.OTCdrugmarketshavetheirownuniqueness.OTCdrugmarketnormallyadoptseverymeansofmarketing,sellinganduniversalizingthedrugsdirectlytotheconsumers.Ourcountrypracticedthisclassifiedadministrationsystemfordrugsnotlongago;theOTCdr
5、ugmarketisnotmatureorperfect;itisatitsembryostagesincomparisonwiththeadvancedcountriesintheworld.Inthisbackground,theauthorattemptstostartfromthemarketingintegrationtheoriesincombinationwiththecharactersofourcountry'sOTCdrugmarkets,toprobeintothemarketingstrategiesoftheOTCdrugmark
6、etsinourcountry,soastopromotethedevelopmentin,andmaturityof,ourcountry'sOTCdrugmarkets.Thisarticle'sresearchcentersaroundtheresearchobjectoftheOTCdrugmarkets,itfallsinto6chapters.IntheChapterOne,theauthor2makesanintroductiontotheconceptandconsumptioncharacteroftheOTCdrug,tothecurr
7、entconditionsanddevelopmenttrendsoftheOTCdrugmarketsathomeandabroad,aswellastothemainmarketingmodelsfortheOTCdrugsofthemajorcountriesintheworld.ChapterTwo,startingfromSPTmarketingandmarketingfix,combiningwiththecharacterandcurrentconditionsoftheOTCdrugmarketsinourcountry,probesint
8、oandanalyzesthemajorfactorsaffect