摘要
摘要
全球新冠疫情常态化后，居民自我医疗意识及防病治病强身健体的保健意
识更为强烈，自我药疗的流行和网购药品的高速发展为非处方药带来广阔的发
展前景。“互联网+”与医疗行业的结合催生了很多新领域例如线上诊疗和药品
同城配送，非处方药市场同时面临新的机遇和挑战。
KH医药公司是国内知名的上市医药企业，有其专用的非处方药生产线和销
售模式，成立至今推出 6款非处方药，近五年来销售额呈现逐年增长趋势，年
均增长率为 9.9%。2020年虽然受疫情影响，整体销售额出现下降。2021年随着
公司经营的快速恢复，各产品销售额大幅增长，整体同比增长率将近 10%。
本文首先分析 KH公司非处方药的营销环境，结合公司内外部整体情况研究，
宏观环境上对公司非处方药营销市场的政治、经济、社会和技术环境四个方面
进行深入剖析，行业竞争上对市场竞争者、供应商、消费者、潜在竞争者和替
代品进行探讨，采用 SWOT分析公司营销的优势、劣势、机会和威胁。然后再
结合公司运营环境设计消费者问卷并进行调研，发现目前的营销策略存在市场
定位不清晰、产品竞争力不足、价格优势不明显、渠道推动力不足、促销方式
不创新的问题。研究结果表明，KH公司应该结合人口老龄化趋势，非处方药的
营销重点放在治疗心脑血管及糖尿病周围神经病变的中成药上，充分利用企业
自主研发、国家发明专利及医保甲类药品物等优势，制定非处方药营销策略优
化策略，具体包括两个层面：营销市场策略优化中，可按照渠道规模和类型、
消费者年龄特征进行市场细分，采取持续维稳策略、积极拓展策略发展不同的
目标市场，最后基于渠道形式和客户需求进行市场定位；营销组合策略优化中，
产品策略包括产品创新和产品服务两方面，以客户价值为导向的定价策略，渠
道策略包括传统渠道优化和建立电商销售渠道，促销策略包括广告促销、网络
促销和折扣促销。最后进一步提出实施保障包括建立有效的组织保障、企业文
化制度保障、人才聘用制度保障。
关键词：非处方药；营销策略；问卷调研研究
I
Abstract
Abstract
After thenormalization ofthe globalcovid-19epidemic, theresidents'
self-medical consciousness and the health care consciousness of preventing and
treating diseases and strengthening their bodies became stronger, the popularity of
self-medication and the rapid development of online drugs have brought broad
prospects for the development of OTC drugs. The combination of"Internet plus" with
the medical industry has created many new areas such as online diagnosis and
treatment and drug delivery in the same city, while the OTC market is facing new
opportunities and challenges.
KH Pharmaceutical Company is a well-known listed pharmaceutical enterprise
in China. It has its own special production line and sales model for otc drugs. Since
its establishment, it has launched 6 otc drugs. Despite the impact of the epidemic,
overall sales declined in 2020. In 2021, with the rapid recovery of the company's
operation, the sales volume of all products increased significantly, with the overall
year-on-year growth rate of nearly 10%.
This paper analysis the KH company over-the-counter medicines marketing
environment, combined with the company internal and external overall research,
macro environment on the over-the-counter drugs on the company marketing the
political, economic, social and technological environment researches in four aspects,
and industry competition on the market, competitors, suppliers, customers, to discuss
the potential competitors and substitutes, SWOT is used to analyze the company's
marketing strengths, weaknesses, opportunities and threats. Then, based on the
company'soperating environment,we designedconsumerquestionnaires and
conducted research. It was found that the current marketing strategy has problems
such as unclear market positioning, insufficient product competitiveness, insignificant
price advantage, insufficient channel impetus and uninnovative promotion methods.
The research results show that KH company should be combined with the population
II
Abstract
aging trend, the marketing focus of non-prescription drugs in the treatment of
cardiovascular and proprietary Chinese medicine on diabetic peripheral neuropathy,
make full use of independent research and development of enterprises, the advantages
of the national invention patent and the health care class a drugs, over-the-counter
medicines marketing strategy optimization strategy, including two levels: In the
optimization of marketing market strategy, market segmentation can be carried out
according to the size and type of channels and the age characteristics of consumers,
and different target markets can be developed by adopting the strategy of continuous
stability maintenance and active expansion. Finally, market positioning can be carried
out based on the form of channels and customer needs. In the optimization of
marketing mix strategy, product strategy includes product innovation and product
service, customer value-oriented pricing strategy, channel strategy includes traditional
channel optimization and establishment of e-commerce sales channel, and promotion
strategy includes advertising promotion, online promotion and discount promotion.
Finally, it is furtherproposed that the implementation guaranteeincludes the
establishment of effective organization guarantee, enterprise culture system guarantee
and talent employment system guarantee.
Key Words:OTC drugs; Marketing Strategy; questionnaire survey
III