在國家全面深化醫(yī)療體制改革的進(jìn)程中,醫(yī)藥行業(yè)發(fā)展既迎來了歷史的發(fā)展機(jī)遇,也面臨著新的壓力與挑戰(zhàn)。新醫(yī)改的出臺必將導(dǎo)致藥品行業(yè)的轉(zhuǎn)型與變革。緊密結(jié)合新醫(yī)改,分析了非處方藥的市場現(xiàn)狀及其現(xiàn)有營銷渠道存在的問題,并對未來非處方藥的營銷渠道優(yōu)化提供了建議。

In the process of deepening the reform of medical system in an all-round way, the development of pharmaceutical industry has welcomed a fast development historic opportunity, and also faced with new challenges and pressure. The introduction of the new medicine reform results in the transformation and change of the pharmaceutical industry. Under the situation of new medicine reform, the paper analyzes the market status of over the counter drugs and problems existing in its marketing channels. Finally, this article presents suggestions for improving marketing channels of over the counter drugs in the near future.