| 浅谈医药企业非处方药品的市场运作策略 |
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| 引用本文： | 傅建华,张红梅. 浅谈医药企业非处方药品的市场运作策略[J]. 中国药房, 2003, 14(7): 444-445 |
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| 作者姓名： | 傅建华 张红梅 |
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| 作者单位： | 1. 武汉理工大学,武汉市,430070
2. 湖北通城县人民医院,通城县,437400 |
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| 摘 要： | 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。
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| 关 键 词： | 非处方药品 营销 终端铺货 广告推广 活动促销 |
| 文章编号： | 1001-0408(2003)07-0444-02 |
| 修稿时间： | 2002-09-02 |
Discussion on the Strategy of Pharmaceutical Enterprises in Marketing Management of OTC |
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| FU Jianhua. Discussion on the Strategy of Pharmaceutical Enterprises in Marketing Management of OTC[J]. China Pharmacy, 2003, 14(7): 444-445 |
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| Authors: | FU Jianhua |
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| Abstract: | 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 |
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| Keywords: | OTC marketing termination spreading advertisement expansion sales promotion |
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