4、建议。对 OTC药品的建议是希望降低药品价格,提高药品质量,保障药品的安全性以及增强药品说明。对药房的建议是希望保障合法经营、提供便民服务、24 小时服务和保持良好的环境卫生。对医药人员的建议是希望医药服务人员能够具备良好的自身素质,具备准确的相关药品知识,提供热情周到的购药服务但是不需要过分热情,急于推销。关键词: OTC 药品,消费者,购买行为,购买决策IABSTRACTIn order to keep up with the pace of the world's health care
5、reform,in 2000,Chinabegan the implementation of the category management of prescription and non prescriptiondrugs. With the drug classification management and the publication and implementation ofOTC drugs catalog,the development of OTC drug market h
6、as been driven largely and thewillingness of consumers to self-diagnose and self-procuring medicines is increasing. Onthis basis,various forms of retail pharmacies began to appear. Retail pharmacies canprovide consumers with the necessary OTC drugs w
7、ithout a prescription under thepremise of professional. The increase in consumer demand and the development of saleschannels have shown that our country's OTC drug market will achieve more rapiddevelopment and progress.Based on the theory of consumer
8、 behavior and the OTC drug and market’s knowledge,through the design of the questionnaire, I conducted a sample survey of consumersbehavior of OTC drugs in Shanghai. Through the actual survey data and research, Ianalysis the relevant influencing fact