The Research To The Brand Marketing Of OTC Medicine Of ZH Company Ltd.

The OTC medicine, as one directly-saleable drug from pharmaceutical stores to meet people's needs, has higher value for the brand builting than the pre drug limited by the national laws and regulations enforcement. All of these enable the OTC medicine to become the Brand medicine. Overlooking the whole medicine industry and market, we can find that it is coming into the Brand Competition stages. The Brand Equity is one of the most important exterior resources and the most powerful competition position for a pharmaceutical company. Those who possess complete and famous OTC medicine brand will achieve their target-consumers (market) and sales goals through the powerful distribution system and network of their own medicine brand, finally win advantages in the competitive market. It is of high value for study and operational significance to establish the effective OTC medicine brand, to design the OTC brand strategy adapting to meet the market demand and to improve the management on Brand Communication and Brand Projects.By an analysis on the present situation of the medicine market and the ZH company, the medicine industry and the problems confronted by the medicine markets in this article, and by use of marketing administration, especially relevant theories on brand management, we carried out a study on the major problems in the brand management of medicine. And by a combination with the problems on the brand marketing management of our enterprise, we bring forward some new ideas and methods on management of OTC medicine brand platform, brand positioning, brand designing and also all of the plan, measurement and management, which have been used in the marketing plan for our OTC products, which have been proved to be of great referencing value.