Pharmaceutical Companies In China Otc Marketing Countermeasures

With the medication classification management system being established and implemented in China, the medicine market is divided into prescription drug market and nonprescription drug market (OTC drug market). The OTC market in China is a new market needed to develop. The traditional marketing strategies of medicine market don't comply with the competitive situation of OTC market. This paper aims to research on the new marketing strategies, which let the producing medicine enterprises in China adapt to the OTC market. This paper goes in four chapter. In chapter I , discusses is the OTC market in regard to its orient, present situation and development. In chapter II, in-depth analysis is the marketing environment of the OTC market in China. In chapter III, on the basis of consumer survey, the consumer demand about using OTC drug is made analysis. In chapter JV, the marketing strategies which fit for the OTC market in China are put forward.