摘    要

非处方药（OTC）因为其质量、包装等方面高度的标准化，使得其可以进入多样化的渠道进行销售，特别是网络营销，这正成为非处方药品销售的新型策略。本课题就目前非处方药品网络营销在我国发展的市场情况进行了分析，以仁和药房网为例，结合仁和药房网自身存在的问题，根据非处方药品的特征和消费者网购非处方药行为的影响因素，然后借鉴经典的4P营销理论，提出一套更契合仁和药房网非处方药的网络营销策略，包括针对信息不对称问题的产品品质信号发送策略，根据非处方药品特殊性提出的从产品到服务的延伸策略，针对知名度低提出的品牌营销策略等等。85149

Abstract：Non prescription drugs (OTC) because of its quality, packaging and other aspects of a high degree of standardization, which can enter the persified sales channels, especially the network marketing, this is a new strategy for sales of non prescription drugs。 This topic is currently non prescription drugs network marketing are analyzed in the market situation of China's development, in order to Renhe pharmacy network as an example, combined with the Renhe pharmacy network of their own problems, according to the influencing factors of non prescription drugs and non prescription drugs online shopping features of consumer behavior, and then use 4P marketing theory, from the product, service, price, logistics, brand, promotion aspects, and puts forward a more fit Renhe pharmacy network network marketing strategy of non prescription drugs, including product quality signal transmission strategy for information asymmetry problem, according to the particularity of non prescription drugs made from products to services for the extension strategy, put forward the brand awareness is low marketing strategy and so on。源Q于W优H尔J论K文M网WwW.youeRw.com 原文+QQ75201.,8766

毕业论文关键词：非处方药； 网络营销； 策略研究；仁和药房网

   Keyword: Non-prescription drugs；Network marketing; Strategy Research; Renhe pharmacy network

目    录

一、 引言 4

(一) 选题背景及意义 4

(二) 国内外发展趋势分析 5

(三) 研究内容 5

(四) 技术路线 6

二、   国内外研究现状综述 6

(一) 关于网络营销策略的相关研究 7

(二) 关于消费者网购非处方药行为的影响因素的研究。。 。7

(三）        关于非处方药网络营销优劣势的研究7 

(四）       关于非处方药网络营销策略及手段的研究。 。。。8

(五）       国内外研究的不足。8

三、   当前医药背景下仁和药房网案例分析 8

(一) 当前国内医药B2C市场分析 8

(二) 仁和药房网简介 8 

(三) 仁和药房网存在的问题分析 9