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Blue Paper on OTC  Industry Development in China (2015) ISBN:9787122267924
 

Blue Paper on OTC Industry Development in China (2015) ISBN:9787122267924

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Blue Paper on OTC Industry Development in China (2015) -中国非处方药行业发展蓝皮书(2015)

Publisher : Chemical Industry Press
Published Date : 6/2016
Frequency : Annually
Language : Chinese
ISBN/ISSN : 9787122267924
Pages:208
Book Type : Yellow pages & Directories
Size:16K (Apprx 10.2" x 8.3")
Description:
This book is the 2015 version of the Chinese non-prescription drugs industry Blue Book, before we published the 2010 edition and the 2012 edition. Blue Book Excerpts body composed of five chapters: The first chapter, according to China Food and Drug Administration Southern Medical Economic Institute, introduced 2013--2014 Development Trend of China's non-prescription drugs industry, and non-prescription drug market, and major retail category development pharmacy were analyzed; the second chapter of domestic and foreign non-prescription drugs (OTC) status of development of the brand were analyzed, and our non-prescription drug market brand management of common problems; Chapter III presents our OTC brand building in the presence of relevant regulatory issues and to improve the existing legislation, a series of recommendations to promote brand-building; the fourth chapter describes how to do market research for the creation of OTC brands ways to help OTC companies do market research reference; the fifth chapter lists of non-prescription drugs industry in brand building and commitment to contribute social responsibility.
Appendix, in addition to introduce non-prescription Association, we list some companies create brand case, also included access to China Nonprescription Medicines Association 2014 Award for outstanding OTC brand communication advertising.

Table of Content:
Situation Chapter One Chinese non-prescription drug industry analysis (2013-2014) / 1
Section Chinese non-prescription drugs industry overall situation / 2
Section II China's population situation and disease spectrum changes and OTC market environment analysis / 7
Section Chinese OTC market major category analysis / 14
Current Situation Chapter OTC brands and OTC market and brand analysis / 31
Section OTC brand and its value and manage / 32
Section 2014 brand development situation and policy-oriented international OTC market / 34
Section Situation brand development of the OTC market / 68
IV characteristics of the development of domestic and foreign brand OTC / 69
Ten Key Principles of Section V of OTC brand management and brand strategy deviated from the common / 72
Regulations and research and recommendations of the third chapter of OTC brand building / 77
Section difference between OTC drugs and prescription drugs / 78
Section necessity of constructing brand OTC drugs / 79
Section OTC brand building and consumer protection / 81
Section IV current status of China OTC brand development and problems / 83
Section V recommended Chinese medicines OTC brand development / 86
Chapter IV OTC market research / 93
Section Market Segmentation / 94
Section product research / 97
Pricing of Section III / 99
Communication Strategy IV / 104
V sales channels and marketing research / 107
Brand Health Research Section VI / 110
Chapter OTC industry, social responsibility and brand contribution / 113
Section OTC industry stakeholders Social Responsibility / 114
Section promote self-care and self-medication OTC industry is the development of social responsibility / 119
Section push legislation to improve the social responsibility of business is OTC / 122
Section IV is a brand OTC drugs industry social responsibility / 128
appendix
Appendix I. China Nonprescription Medicines Association Introduction / 132
Appendix II Chinese non-prescription drug manufacturers and brand Case / 134
Appendix III China OTC brands Communicator Awards / 192
postscript

内容简介
本书是2015版中国非处方药行业发展蓝皮书,在此之前我们出版过2010版和2012版。本版蓝皮书正文由五章组成:章根据国家食品药品监督管理总局南方医药经济研究所的数据,介绍2013—2014年我国非处方药行业的发展趋势,并对非处方药市场环境、各大品类和零售药店的发展进行了分析; 第二章对国内外非处方药(OTC)品牌的发展现状进行了分析,并提出我国非处方药市场的品牌管理中常见的问题;第三章提出我国OTC品牌建设中存在的相关法规问题和对完善现行法规、促进品牌建设的一系列建议;第四章介绍了如何为创立OTC品牌做好市场研究的方法,帮助OTC企业在做市场调研中参考;第五章列举了我国非处方药行业在品牌建设和承担社会责任方面的贡献。
附录中,除了非处方药物协会的介绍,我们列举了部分企业创建品牌的案例,还收录了获得中国非处方药物协会2014年品牌传播奖的OTC广告。

目录
第一章 中国非处方药行业的现状分析(2013—2014年)  / 1
第一节 中国非处方药行业发展总体状况  / 2
第二节 中国人口状况与疾病谱变化及非处方药市场环境分析  / 7
第三节 中国非处方药市场各大品类分析  / 14
第二章 OTC品牌和OTC市场品牌的发展现状与分析  / 31
第一节 OTC品牌及其价值与管理  / 32
第二节 2014年国际OTC市场的品牌发展现状和政策导向  / 34
第三节 我国OTC市场的品牌发展现状  / 68
第四节 国内外OTC品牌发展的特点  / 69
第五节 我国OTC品牌管理的十大原则及常见的品牌策略偏离  / 72
第三章 我国OTC品牌建设的相关法规及调研和建议  / 77
第一节 OTC药品与处方药的区别  / 78
第二节 建设OTC药品品牌的必要性  / 79
第三节 OTC品牌建设与消费者保护  / 81
第四节 目前中国OTC品牌发展的现状和存在的问题  / 83
第五节 对中国OTC药品品牌发展的建议  / 86
第四章 OTC市场研究  / 93
第一节 市场细分研究  / 94
第二节 产品研究  / 97
第三节 定价研究  / 99
第四节 沟通策略研究  / 104
第五节 销售渠道与促销研究  / 107
第六节 品牌健康研究  / 110
第五章 OTC行业的社会责任与品牌贡献  / 113
第一节 OTC行业各利益相关者的社会责任  / 114
第二节 推动自我保健和自我药疗的发展是OTC行业的社会责任  / 119
第三节 推动法规的改进是OTC行业的社会责任  / 122
第四节 创品牌药品是OTC行业的社会责任  / 128
附录
附录一 中国非处方药物协会介绍  / 132
附录二 中国非处方药生产企业及产品品牌案例  / 134
附录三 中国非处方药品牌传播奖  / 192
后记
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