The Marketing Innovation of the Self-Medication OTC Drugs with Reference to the Reform of Medical Treatment

摘要

Since the adoption of drug classification system in China, people have accepted self-medication gradually and the OTC market has come into well-managed and rapidly-developed period. However, the operation of the OTC market is in a state of disorder with furious and single-way competition. It has not formed a general, regular marketing and popularizing model. Under this background and with the issuing of new medical reform policy recently, the OTC enterprises are facing an unprecedented opportunity and there is an urgent demand for them to innovate the existing marketing method to find a far-sighted popularizing model that can get accustomed to new environment. By adopting the method of literature research, case study and comparing analysis, analyzing the characteristics of the OTC market and consumption behavior, the paper puts forwards the method of "vertical marketing followed by horizontal marketing" from innovative path choices of two levels---special internal and external market. Moreover, a new specific popularizing model---communication channel terminal service center is discussed in the paper.