西安杨森otc药品营销策略分析 (1)

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1、她3Q2垫!!蕉至蜇西壅扬盛殳堕荭函韭熊筮堕公蚯ABSTRACTAccordingtotheexecutionofClassifyManagementLegislativeRegulationonPrescriptionandOTCmedicines，thesalesofprescriptionmedicinesofdrugstoreswillgetimpact．oTCmedicineswilltaketheleadingroleinthedrugstoresmarketbecauseoftheprescriptionprotectionpolicywithinmostofthe

2、hospitalS．Duringthepast5years，ChinaOTCmarketachieveover20％growthrate，itisexpectedtokeepthesamegrowthrateintheforthcoming10yearswhichhasexceedtheaveragegrowthrageofthedomesticdrugsmarket．In2006。ChinaOTCmarketachieved60billiOtISRMBmarketvalue，in2010，wecanreachthesame1evelofUSAin1995．andtobeoneo

3、fthe1argestdrugsmarketintheworldin2020，theOTCsaleswilloccupy30％一40％thewholemarketofdrugsales．BeingaforeigninvestedPharmaceuticalCompany—。Xi—。anJanssenwhichcurrentlyhasover2billiartsRMBsalesforOTCdrugswhoiSnowfacingtOtheenormousmarket．shallmaketheresearchforOTCmarkettrends，developnewOTCproduct

4、stooccupythemarketasSOOnaspossibleotherwiseitwillbedifficulttOassureitsdominatepositioninthecompeti霉on·’rhiSartiCletakesthecurrentsalesSituationofXi—allJanssenasthebackgroundinformation，pointsoutthenextstepofproductsdevelopingofXi-anJanssen，workoutthemarketingstrategiesofthenewproductswhichap

5、pliestothecurrentmarketsituation，alsoindicatesthethirdenddevelopingstrategiesbeingintheascendantthroughdomesticregionalmarketanalysis．ThroughmakinganalysisontheinternalandexternalcompetitionenvironmentofXi—anJassen’sOTCdrugs，thiSarticleindicatesthatthediversitystrategiesonthecompetition．Thear

6、ticlealsopointsthesurvivalcrisisofthebrandingdrugs，andmentionsthatwecanchangethebottle—jammedsituationofcurrentbrandingdrugsinordertoachievethewin—winmoduleofindustryandcommercethroughstrengtheningthelogisticsserviceandchoosepropercllentforcooperation．(Keywords：OTCdrugs，retailingpharmacies，co

7、mpetition，thethirdending，brandingdrugs)2业2Q2翌!!丝星堑珏筵扬盛Q堡药品丛垃盈墅垃蚯1导论1．1论文研究的背景目前我国约13亿人口，其中36％为城镇居民，为4．5亿，城镇居民人均可支配收入为6280元；64％为农村居民，为8．5亿，农村居民人均可支配收入2253元。随着人民收入和消费水平的不断提高，医药保健事业也快速发展。2005年l～12月，全国医药工业总产值完成4627．71亿元，比上年同期增长26，25％。我国己实行处方药和非处方