摘 要 OTC市场已成为制药企业获得经济收益的重要市场之一。由于OTC是一种特殊的消费品，因此广告策略在营销过程中起着举足轻重的作用。合理运用广告策略，是制药企业在这一市场获得成功的关键。

    关键词 非处方药 广告策略 营销

    中图分类号：F713.81 文献标识码：C 文章编号：1006-1533(2012)01-0042-02

    Significance of advertising strategy in OTC market

    JIANG Ting

    (Shanghai Roche Pharmaceutical Co.，Ltd，Shanghai，201203)

    ABSTRACT OTC market has become one of the important markets to gain economic profits for pharmaceutical companies. Since OTC drug is a special kind of commodity，advertising strategy plays an important role in company’ s marketing process. A right advertising strategy is the key factor to the market success for all pharmacuetical companies.

    KEY WORDS OTC；advertising strategy；market

    OTC是英文Over The Counter的缩写 ......