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游戏规则改变渠道面临整合随着医疗行业“医”“药”分家,对药品实行处方药和非处方药(OTC)分开管理及WTO的临近,医药市场的游戏规则正在发生变化。在向国际惯例靠拢的过程中,很多“中国特色”将不再有效。游戏规则的改变对OTC企业来说,意味着零售终端将成为重中之重,市场竞争将更加激烈,对营销将更加重视,同时更加重视品牌的塑造。在医药行业,药品从生产商到最终消费者手中有三条渠道:医院、零售终端及各种形式的直销。
Changes in the rules of the game face the integration of channels With the separation of the medical industry “medical” “drug”, the separate management of prescription drugs and over-the-counter drugs (OTC) for drugs and the approach of WTO, the game rules of the pharmaceutical market are changing. In the process of moving closer to international practice, many “Chinese characteristics ” will no longer be effective. Changing the rules of the game for OTC companies means that retail terminals will become the top priority, market competition will become more intense, and more emphasis will be placed on marketing. At the same time, more emphasis will be placed on branding. In the pharmaceutical industry, there are three channels for pharmaceuticals from manufacturers to end consumers: hospitals, retail terminals, and various forms of direct marketing.