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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.Pr
2、escriptiondrugsrefertothosethatareprescribedbydoctorsandarefromhospitaldrugstoreandaretakenunderdoctor'sguidance,whereinthemarketingwaspracticedonthebasisofprofessionaluniversalization.OTCdrugisspecialproductcategory;ithasthecharacterofdrugs,embodiesconsumer
3、s'high-degreephilosophicsense;itproducesmuchparticipationandgivessenseofinsecurity;ithasthecharactersofconsumergoodsaswell,andtheconsumersdecideontheirowntobuythemornot.OTCdrugisasub-commercialformthatliesbetweenmedicinaldrugsandtheconsumable;whencomparedwit
4、hprescriptiondrugs,itisfairlydifferentinsuchaspectsasvarieties,modesofoperation,policyrestrictions,consumingbehaviorpatterns,etc.OTCdrugmarketshavetheirownuniqueness.OTCdrugmarketnormallyadoptseverymeansofmarketing,sellinganduniversalizingthedrugsdirectlytot
5、heconsumers.Ourcountrypracticedthisclassifiedadministrationsystemfordrugsnotlongago;theOTCdrugmarketisnotmatureorperfect;itisatitsembryostagesincomparisonwiththeadvancedcountriesintheworld.Inthisbackground,theauthorattemptstostartfromthemarketingintegrationt
6、heoriesincombinationwiththecharactersofourcountry'sOTCdrugmarkets,toprobeintothemarketingstrategiesoftheOTCdrugmarketsinourcountry,soastopromotethedevelopmentin,andmaturityof,ourcountry'sOTCdrugmarkets.Thisarticle'sresearchcentersaroundtheresearchobjectofthe
7、OTCdrugmarkets,itfallsinto6chapters.IntheChapterOne,theauthor2makesanintroductiontotheconceptandconsumptioncharacteroftheOTCdrug,tothecurrentconditionsanddevelopmenttrendsoftheOTCdrugmarketsathomeandabroad,aswellastothemainmarketingmodelsfortheOTCdrugsofthem
8、ajorcountriesintheworld.ChapterTwo,startingfromSPTmarketingandmarketingfix,combiningwiththecharacterandcurrentconditionsoftheOTCdrugmarketsinourcountry,probesintoandanalyzesthemajorfactorsaffect
