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《otc品牌如何在终端和杂牌中东山再起（how the otc brand in the terminal and hodge in stage a comeback）》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。
1、OTC品牌如何在终端和杂牌中东山再起53580（HowtheOTCbrandintheterminalandHodgein53580stageacomeback）OTCbrandhowtostageacomebackintheterminaland.TxtHodgeHowtostageacomebackintheterminalOTCbrandandbrand-name.Httpwww.tlyy.com.cntrainingclassinMarch28,2006TheOTCbrandwasabandonedintheordinarydrugretailtermina
2、lashealsosufferedabrand-namedrugwantonlysqueeze.Howtostageacomeback?In2005,thevastproductionofbrand-namedrugsaremostobviouslyfeltthestrongresistancefromtheretailterminal,salesdecline,displayvariation,costsdoubled,alltheproblemslikethetideafterapileofrocks,instantlybecomecompletelyunmas
3、ked.OncetheemperordaughtermentalityoftheOTCbrandintheretaildrug,thestatusoftheterminalissufferingfromanumberfollowedbymiscellaneousOTCbrandmedicinecrazysqueeze.Hasbeeninadepressedstateoftheretailterminalfinallychosein2005"Renaissance",andtheirsurvivaliscloselyrelatedtothe"profit"onthed
4、esktop,theybegantotakemedicineandmedicinebrandopenlychallenge.Thissituationreallyoverbearing,manyOTCbrandmedicineproductionenterprisesbetakenbysurprise.Formostofthebranddrugproductionenterprises,althoughthe"donotmakemoneysellingbrandeddrugs,retailterminalVoicesofdiscontent."isalreadyan
5、opensecret,buttheymayhaveneverbeensostronglyfeeltheseriousnessoftheterminalcrisis.Accordingtothe"economicmedicine"reported:Xi'anYangSen,GlaxoSmithKline,ShanghaiSquibb3multinationalbranddrugproductsfromMay2004toOTCFromMay2004toMay2005inShenzhenachaindrugstoresales,inadditiontoXi'anYangS
6、engrossmarginincreased0.38%,andgrossmargingrowthallnegative.Ontheonehand,moreandmoremicroeffectofadvertising,ontheonehandispushingmoreandmorefromtheterminal,itcannothelpbutquestion:isthebrandmedicinewintercomes?ThephenomenonbehindOnlyashortwhileago,thebrandofmedicineretailterminalkaiji
7、angtuotusetheheexploits,tobecomeamagicweaponforpharmacybenefitcreation.Butnow,theycometoa"tastelessbutwastefultodiscardtheembarrassingsituation,whichmakesonealittlesigh.Boycottbrandmedicinein2005retailterminalwhyupgrade?Comparedwiththebrand-namedrug,drugbrand"Waterloo"whereisit?Caref
