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1、西南財經(jīng)大學(xué)碩士學(xué)位論文題目:我國OTC藥品市場主要營銷問題的探索研究生姓名奐衛(wèi)東攻讀專業(yè)工商管理研究方向工商管理年級2000EMBA指導(dǎo)教師陳乙定稿日期2003年4月20日1Abstract(fromChineseVersion)SincetheclassifiedadministrationofmedicinaldrugswasintroducedonJanuary1,2000,changesgraduallytookplaceinthemarketingmodelsformedicinaldrugs.Prescriptiondrugsrefertothosethatareprescrib
2、edbydoctorsandarefromhospitaldrugstoreandaretakenunderdoctor'sguidance,whereinthemarketingwaspracticedonthebasisofprofessionaluniversalization.OTCdrugisspecialproductcategory;ithasthecharacterofdrugs,embodiesconsumers'high-degreephilosophicsense;itproducesmuchparticipationandgivessenseofinsecurity;i
3、thasthecharactersofconsumergoodsaswell,andtheconsumersdecideontheirowntobuythemornot.OTCdrugisasub-commercialformthatliesbetweenmedicinaldrugsandtheconsumable;whencomparedwithprescriptiondrugs,itisfairlydifferentinsuchaspectsasvarieties,modesofoperation,policyrestrictions,consumingbehaviorpatterns,e
4、tc.OTCdrugmarketshavetheirownuniqueness.OTCdrugmarketnormallyadoptseverymeansofmarketing,sellinganduniversalizingthedrugsdirectlytotheconsumers.Ourcountrypracticedthisclassifiedadministrationsystemfordrugsnotlongago;theOTCdrugmarketisnotmatureorperfect;itisatitsembryostagesincomparisonwiththeadvance
5、dcountriesintheworld.Inthisbackground,theauthorattemptstostartfromthemarketingintegrationtheoriesincombinationwiththecharactersofourcountry'sOTCdrugmarkets,toprobeintothemarketingstrategiesoftheOTCdrugmarketsinourcountry,soastopromotethedevelopmentin,andmaturityof,ourcountry'sOTCdrugmarkets.Thisarti
6、cle'sresearchcentersaroundtheresearchobjectoftheOTCdrugmarkets,itfallsinto6chapters.IntheChapterOne,theauthor2makesanintroductiontotheconceptandconsumptioncharacteroftheOTCdrug,tothecurrentconditionsanddevelopmenttrendsoftheOTCdrugmarketsathomeandabroad,aswellastothemainmarketingmodelsfortheOTCdrugs
7、ofthemajorcountriesintheworld.ChapterTwo,startingfromSPTmarketingandmarketingfix,combiningwiththecharacterandcurrentconditionsoftheOTCdrugmarketsinourcountry,probesintoandanalyzesthemajorfactorsaffect
