Study Of Non-prescription Drug Marketing System

With the accelerating process of the world economic integration and China' s accession of the WTO, it is an inexorable trend that China' s Drug Management should meet the requirements of world economy. Our Drug Classified Management System, which came into effect on Jan 1, 2000, has brought great changes in our drug market structure. Drug Market has been classified into Prescription Drug Market ( the RX Market ) and Nonprescription Drug Market (the OTC market ). The original- patterns of marketing, which formed over a long time, cannot suit the OTC Market any longer. The OTC Market requires badly new tactics to carry out in operation so as to meet the increasing needs of its consumers.The paper is given in five chapters. The first chapter, starting with the concept of the OTC Marketing, presents and definites its relevant concept and characteristics, and makes a forecast of world OTC Market, the present situation of our OTC Market and its developing trend. The second chapter elaborates the opportunity of the OTC Marketing in the following five aspects: the establishment of the OTC Market intelligence channel, the analysis of its environment, of consumer purchasing behavior, of competitor, and of the OTC target market orientation. On the basis of these results, The third chapter studies the scheme for the OTC Marketing by the analysis of the OTC Brand Management. Firstly, it expounds the advantages of the drug brand and the retail brand in marketing, the way to set the brand well-known and the test in assets of it. Secondly, Taking view of the safety and convenience of the drug for consumers, it discusses the necessity of the high-qualified drug packing in the way of analyzing the OTC packing Management. Thirdly, It illustrates the chief methods and both advantages and disadvantages of the current OTC Pricing, fixing a definite idea that market determines the pricing, introducing means of both market pricing and price adjustment and analyzing the opponents' reaction, fourthly, it designs the Channel and introduces the deciding process, forms and trend of the OTC Wholesale and Retail, lastly, it discusses the main aids for sail-promoting and some concerned elements, and then expounds thetactics and operation of it in following three expects: advertising, selling and staff. The fourth chapter discusses the Human Resources Management which is required in the course of the OTC Marketing, designs the various organization and structure that take different roles in it, and covers the staff-design, employment, training and encouragement. The last chapter illustrates 4P takes a important role in the OTC Marketing by the case of Beijing bee king, which is correspond to the result of this study.