我国otc的营销渠道（Marketing channel of OTC in China）.docVIP

我国otc的营销渠道（Marketing channel of OTC in China） From 1995 began to explore the pharmaceutical retail chain pharmacy business model, after several years of tinkering after entering a stage of vigorous development, has become the most important retail terminal OTC. With the introduction of b-otc drugs, supermarkets, convenience stores, hotels and other traditional daily consumer sites also joined the competition in OTC terminal. Our OTC marketing channel in the development process has gone through to the wholesale three single mode orderly based completely planned economy era (before 1984), the transition to a market economy during the period of chaos and more intensive distribution of planned economy (1984-1990) and intensive stage to select distribution model (1994-1998) and after 1998, more stringent management and channels of diversified combination distribution model stage. HC our research thinks, at present, the marketing channel mode and characteristics of our country are common: (a) manufacturers - large wholesale enterprises (local pharmaceutical companies, pharmaceutical Station) - hospital - Consumer HC our studies suggest that this is a typical long channel. For manufacturers, will generally choose a large wholesale enterprises in a large area, these large enterprises as designated wholesale distribution of the total provincial or prefecture level or general agent (i.e. exclusive distribution), which belongs to the ultra narrow channel mode. This is the mode of circulation channel is currently being widely used by many manufacturers, called within the pharmaceutical industry regional distribution. HC our study suggests that this model can make full use of advantages of pharmaceutical companies in the local resources (such as policy, relationship, distribution channels etc.) drug publicity and promotion, distribution and back to work; to fully mobilize the enthusiasm of large wholesale enterprises, is conducive to better complete the task of marketing; reduce