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毕业论文 OTC药品市场消费行为研究 共4页、5029字
【摘要】从我国实行处方药与非处方药分类管理以来，通过近几年的过渡阶段，至此相关的法律法规体系已基本完成，政府对分类管理的方向和具体做法已相当明确。OTC药品市场已经快速发展起来，消费者对OTC的概念也有了一定的认知，消费理念逐趋成熟。本文通过研究消费者需求、分析消费者的行为模式，结合我国的的发展现状，分析OTC药品市场的特征，探讨影响消费者购买行为以及影响消费者作出购买决定的因素，从而得出结论并提出合理建议，为相关的医院、医疗组织机构在决策、研发、营销等方面提供依据。
【关键词】OTC市场 消费行为
The OTC drugs market consume behavior analysis
【Abstract objective】The goverment’s direction with prescription and non-prescription drugs has been a particularly explicit since the classification management provision implement.Moreover,the related law system has already establish,people have certain knowledge of the OTC drugs,and their consume principle tend mature.The good environment urge the OTC drugs market develop at a high speed.This passage will analysis the characteristics of the OTC drugs market,the consumers’s purchase behaviour and the factors which influence the consumers make the purchase decision.Therefore,get the conclusion and provide some reasonable suggestions which would be more benefit for related hospitals,medical treatment organizations and marketing.
【Key words】OTC market;consume behaviour