Over-the-counter Pharmaceutical Production Enterprise Marketing Strategy Research

With’the general standard of living improving, people’s health care consciousnesses are more and more strong. The reform of our country’s medicine circulation system and the basic medical insurance system of the further establish, medicine especially OTC products almost is our daily life necessities.Learn from foreign advanced experience of the country, our country has established drug classification management system. The drug is divided into prescription drugs (RX) and non-prescription drugs (OTC). OTC drug marketing way of thinking and RX drug has much difference, pharmaceutical enterprise in China to the market operation OTC products generally don’t mature, and quite a number of large foreign pharmaceutical enterprise has also begin to penetrate into the Chinese market, this will give China pharmaceutical enterprise to bring the great pressure of competition.This paper first to the definition and characteristics of OTC products is given, and introduces the general situation of foreign OTC products sales, reviews the history of the OTC products China policy. OTC products in China policy of experienced never perfect to perfect gradual process. Because the medical market marketing environment on the medical group marketing has a special impact, the paper from both micro and macro analysis OTC products in China market marketing environment. This paper also analyzes the characteristics of OTC products consumer behavior, and from the four aspects of the influence of consumer behavior OTC products factors:the cultural factor, social factor, personal factors, psychological factors. Finally put forward the OTC products marketing strategy:market start strategy; Pay attention to the brand strategy of the OTC products; Advertising strategy; Marketing channel strategy; Do the OTC products sale terminal; Strengthening marketing team quality construction.