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中国非处方药行业发展蓝皮书(2015)——品牌与责任

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书内容包括正文和附录两大部分:正文分五大章节:首先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。第二章根据调研数据对国内外非处方药市场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;第三章提出我国非处方药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的贡献。
Content Description

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。
Author Description

中国非处方药物协会
中国非处方药物协会(China Nonprescription Medicines Association,CNMA)成立于1988年,由非处方药相关领域的生产企业、分销企业,研究、教育机构及媒体等单位组成。现有团体会员200多个。宗旨是倡导负责任的自我药疗,增进公众健康,致力于促进和推动非处方药物在中国的卫生保健体系中发挥更大的作用。
CNMA先后成立了自我药疗教育专业委员会、市场营销专业委员会、政策法规工作委员会、药店专业委员会,分别开展自我药疗教育、培训和出版工作,传播自我药疗理念和自我保健知识;推进非处方药企业、产品及服务品牌建设和企业文化建设,提高OTC市场营销水平;积极参与药品分类管理、医疗体制改革等政策法规的制定;加强非处方药品生产企业与经营企业特别是连锁药店之间的沟通与合作,促进工商共赢。
Catalogue

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
Introduction

中国非处方药物协会组织编写的2015版《中国非处方药行业发展蓝皮书》今天正式和大家见面了。这是协会代表行业发布的第三版蓝皮书。版蓝皮书总结分析了自2000年我国实施药品分类管理制度十年来,非处方药行业发展的历程、现状、发展前景及存在的问题,并参照国外发展经验提出了一系列建议。蓝皮书2012版对行业发展的市场信息进行了更新,重点对非处方药管理的相关法规政策按七大类进行了梳理和汇总,同时发布了协会对非处方药品种双跨、非处方药价格、关于修改《药品说明书和标签管理规定》(局第24令),以及非处方药广告问题的几个调研报告。
前两版行业发展蓝皮书的发布,使政府管理部门对非处方药行业有了更多的了解和支持。协会代表行业提出的许多问题和建议,得到了管理部门的重视,许多问题在不断研究解决之中。可以说蓝皮书承担了行业和政府及社会之间的沟通桥梁作用,促进了非处方药行业的健康发展。
2015版蓝皮书主要以非处方药品牌和责任为主题,内容包括两大部分:正文和附录。正文分五章: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。第二章根据调研数据对国内外非处方药市场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。第三章提出我国非处方药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企业在做市场调研时参考。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。
从2012年开始,我国OTC市场开始告别双位数增长时代,市场增长率下降,进入单位数成长。到2012年前五年,非品牌OTC跑赢品牌OTC产品的增长,同时市场积累了许多由于缺乏品牌化创新产生的不利因素。好在我们有许多的OTC品牌厂商,通过不懈的努力,经过兼并重组,拓展大健康业务,延伸品牌产品线进入非处方药领域,加大对消费者的健康教育,改善以往只注重度而忽视消费者正能量的感性传播的路子。从2013年开始,在非品牌OTC销售滞涨甚至下降的时候,以品牌OTC产品及其大健康产品线引领OTC市场的进一步成长。这是一个了不起的品牌化创新的实践。但就OTC产品和市场发展的未来眼光观察,我们的品牌化导入仍然存在许多阻力。我们深信没有创新驱动就没有未来OTC品牌发展的光明,我们任重道远,还需要继续努力,所以编写这部蓝皮书给予OTC企业指导,同时希望得到相关政府部门的理解和支持。
本蓝皮书还对目前影响OTC品牌发展的诸多政策进行了分析并提出改进建议,这也是非处方药行业社会责任的体现。尽管目前非处方药的发展还存在一些问题,但我们坚信,通过行业的积极研究,谏言献策,共同推动改革。可以预期在未来几年,我国OTC品牌的发展会在市场化进程中加快,在深化医疗体制改革的发展过程中进一步实现现代化。OTC品牌在人民群众日常健康维护方面的作用将日益突显,一个更为国际化的中国OTC品牌的发展大潮正在来临。这是为什么2015版蓝皮书以“品牌与责任”作为主题的原因。OTC企业品牌对我国公众进行负责任的自我药疗的重要作用和对消费者健康教育方面的贡献,彰显了OTC产品品牌和企业品牌的价值。
WHO于1986年发布国家药物政策(National Drug Policy)的指导原则,提出区分非处方药和处方药的审批和分类管理的政策,至今有近30年的历史。我国自2000年1月1日开始实施药品分类管理,非处方药行业随着药品分类管理制度的建立而形成,至今已有15年。现在OTC行业已经成为医药行业内一只较为独特的分支领域。截至目前,我国OTC品种有4900余种。4000多家药品制剂企业80%都生产非处方药产品。2014年我国OTC市场规模约2000亿元左右,已经过日本成为全球仅次于美国的第二大市场,中药OTC产品占据56.4%市场份额,是我国OTC市场的一大特色。
OTC产品在公众基本医疗、慢病预防保健中发挥着重要作用,《国家基本药物目录》,OTC占三分之一。可以预见,随着公众对健康和自我保健的需求不断提高,包括OTC在内的大健康产品将在五年内成为药店的品类。按照国际惯例,OTC一般要占到一国医药市场的30%左右。而我国目前还不到20%,可以说发展潜力巨大。但当前我国非处方药的品种和剂型、品牌建设还远远不能适应公众的需要。
由于注册等相应法规问题,造成非处方药产品创新不足,品牌建设缓慢。其根本的原因,就是我国对处方药和非处方药并未做到全方位的分类管理,处方药和非处方药注册准入等管理要求没有区别。要解决这个问题必须考虑非处方药与处方药的差异,制定不同的管理规定和要求。2015版蓝皮书建议,政府管理部门要按照非处方药的特点,对处方药和非处方药的名称、包装标签、说明书实行分类管理。根据OTC是由消费者自主选择的特点,鼓励医药企业创建品牌,在药品的包装、标签和说明书管理上允许OTC药品突出品牌。进一步规范对非处方药的监管,在注册审评审批、转换、包装标签和说明书、广告、流通及使用等方面实行处方药与非处方药不同的管理办法。应该借鉴美国、欧盟、日本等发达国家的注册和监管经验,研究OTC专论制度等注册制度,逐步探索建立适合中国国情的OTC审评注册模式,真正做到鼓励OTC品牌创新,引导和支持公众进行负责任的自我药疗,安全、合理地使用OTC预防和治疗轻微及慢性疾病,增进公众健康。
非处方药行业主要的特点,是企业在市场发展过程中逐步加大对消费者负责任的自我药疗的健康教育。通过科学、严谨的市场调研,针对大众需求进行健康教育,预防慢性疾病,减少医保负担,这也是非处方药企业的社会责任。非处方药企业的社会责任还体现在对产品的质量责任,只有持续地为消费者提供高质量的产品,品牌才有根基。企业创立的品牌亲近消费者,通过直接面对面的健康教育,缩短了品牌与消费者的距离。由零售终端桥梁输送的健康维护功能,使非处方药在我国医疗保障体系中的作用发挥得越来越明显。消费者自我保健,体会关怀,战胜病痛的信心与满意度得到大幅提升。OTC企业对大众健康的贡献日益明显,许多生动的企业品牌和产品品牌的案例将在附录中展现给社会和大众。
总之,实施药品分类管理支持发展OTC行业,支持OTC品牌创建,有利于公众方便使用OTC进行自我保健和自我药疗。我们希望通过2015 版蓝皮书的发布,进一步加强OTC行业、企业及政府管理部门之间的沟通交流,对OTC产品创新和品牌建设有所推动。

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All items are excluding from any promotion or points events on Yamibuy.com

Return Policy

You may return product within 30 days upon receiving the product. Items returned must be new in it's original packing, including the original invoice for the purchase. Customer return product at their own expense.

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Jingdong book

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About the brand

Jingdong book