文档介绍：{市场分析}药品市场现状
与市场营销组合分析
OTCdrug,tothecurrentconditionsanddevelopmenttrendsoftheOTC
drugmarketsathomeandabroad,aswellastothemainmarketing
Two,startingfromSPTmarketingandmarketingfix,biningwiththe
characterandcurrentconditionsoftheOTCdrugmarketsinourcountry,
probesintoandanalyzesthemajorfactorsaffectingthedrugmarketing
,4,5analysizetheprimary
mainlyresearchandanalyzesuchquestionsasthebrands,channels,
packaging,advertisingandsalespromotion,etc,
ChapterSixanalyzesthedevelopmenttrendofthemarketingstrategies
fortheOTCdrugmarketsinourcountries,andmovedthatthematurity
oftheOTCdrugmarketsinourcountryshouldbehastenedtoenhance
theinternationalpetitivecapabilitiesoftheOTCdrugmarketsinour
country.
Keywords:OTC,strategy,advertising,packaging,channel,brand,and
terminal1
目录
前言······························1
第一章 OTC 药品市场行业现状·················3
第一节 OTC 的特点及消费特征···············3
一 OTC 药品的定义···················3
二 OTC 药品的特点···················3
三 OTC 药品的消费特征················5
四 OTC 消费的行为模式················6
第二节国内 OTC 市场现状·················7
一我国 OTC 药品概况·················7
二 OTC 药品销售状况·················7
三主要类别 OTC 市场·················8
四市场竞争格局····················9
五 OTC 市场发展趋势·················10
第三节 OTC 国际市场概况·················12
一 OTC 国际市场规模·················12
二 OTC 主导销售品种·················12
三世界 OTC 药品主要潜力品种············13
四主要国家非处方药 OTC 市场及发展趋势····14
五主要国家 OTC 药品的营销特点···········15
第二章 OTC 药品 STP 营销及 4Ps 分析·············17
第一节 STP 营销分析····················17
一 OTC 药品 STP 营销产生背景············17
二 STP 营销的主要环节················18
三 OTC 药品的市场细分化···············19
四 OTC 药品目标市场选择···············22
五产品市场定位····················23
第二节 OTC 药品市场营销组合分析············27
一市场营销组合····················27
二市场营销组合的特征················29
三 OTC 药品营销中营销组合战略应的特点······301
中文摘要
我国自 2000 年 1 月 1 日实行药品分类管理以来,药品的营销模
式逐步发