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1、她3Q2墊!!蕉至蜇西壅揚(yáng)盛殳墮葒函韭熊筮墮公蚯ABSTRACTAccordingtotheexecutionofClassifyManagementLegislativeRegulationonPrescriptionandOTCmedicines，thesalesofprescriptionmedicinesofdrugstoreswillgetimpact．oTCmedicineswilltaketheleadingroleinthedrugstoresmarketbecauseoftheprescriptionprotectionpolicywithinmostofthe
2、hospitalS．Duringthepast5years，ChinaOTCmarketachieveover20％growthrate，itisexpectedtokeepthesamegrowthrateintheforthcoming10yearswhichhasexceedtheaveragegrowthrageofthedomesticdrugsmarket．In2006。ChinaOTCmarketachieved60billiOtISRMBmarketvalue，in2010，wecanreachthesame1evelofUSAin1995．a(chǎn)ndtobeoneo
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業(yè)2Q2翌!!絲星塹玨筵揚(yáng)盛Q堡藥品叢垃盈墅垃蚯1導(dǎo)論1．1論文研究的背景目前我國(guó)約13億人口，其中36％為城鎮(zhèn)居民，為4．5億，城鎮(zhèn)居民人均可支配收入為6280元；64％為農(nóng)村居民，為8．5億，農(nóng)村居民人均可支配收入2253元。隨著人民收入和消費(fèi)水平的不斷提高，醫(yī)藥保健事業(yè)也快速發(fā)展。2005年l～12月，全國(guó)醫(yī)藥工業(yè)總產(chǎn)值完成4627．71億元，比上年同期增長(zhǎng)26，25％。我國(guó)己實(shí)行處方藥和非處方
