(CIP) /. 2006.6 ISBN 7-5019-5360-0......... -. F763 CIP 2006 031391 ( 6 100740) 2006 6 1 1 720 1000 1/16 21.5 409 ISBN 7-5019-5360-0/R106 36.00 010-65241695 85111729 85111730 010-85119817 65128898 85113293 http://www.chlip.com.cn Emailclub@chlip.com.cn 50663J4X101ZBW

2005 10

1 2 5 12 13 19 20 22 31 32 35 41 50 51 53 55 64 68 69 73 83 84 89 92 1

99 99 103 110 117 118 120 126 131 138 138 146 153 162 163 166 173 181 182 185 186 189 190 193 OTC 212 OTC 213 OTC 215 240 240 249 260 266 2

275 281 281 286 293 305 306 310 319 332 3

1 1998 16 10 68,

2 1 2 1 2 3 1-1

3 1 24 10 1-1 1-1 /

4 (1) (2) (3) 500

5 1 20 20 2

1-2 T 20 40 70 T T 3 1-3 S S 1994 S 1.25 1995 23 1996 80 S 600 15 S S 2000 S 6

S S 4 1-2 1-2 7

8 5 20 70 1-3 1-3 1982 8 1-4

9 21 1 60% 2 3 1

2 3 4 5 19 1885 18865 7 1887 1892 1903 6.5 20 20 20 30 12 5 1955 10 26 20 6070 10

11 1984 1 2

12 330 300 2000 25.2 5 300 50

13 2-1 2-1 (1) (2)

2-1 14 2-1 (3) (4) (5) (1) (2) 15% (3) (4)

15 1 2-2 2-2

2 (1) (2) (3) (4) 16 1

17 2 3 4 5 2-1 2-2

18 150 135 35 52% 5 1 (1) 2 3 4 1 20% 3 10 3 2 1 20%

19 2-3 2-3

20 2-4 2-4 2-5

2-5 2-2 2-2 1. 2. 3. 4. 5. 6. 7. 8. 1 2 3 21

22 4 (1) (2) 5 6 7 8

2-3 35 1982 9 29 30 1 94 800 75 5 70 2000 2003 K K 70% K 23

24 K 2001 5 2008 2003 2004 7 1 2-4

N. H. borden 1964 1 P 4P (Product) (Price) (Place) (Promotion) 2-3 P 2-3 (Product) 4P (Price) (Place) (Promotion) 2 (1) 25

26 (2) 1+1+1+1=4 1+1+1+1>4 (3) GMP 1976 2-5

10 20 80 19 1863 20 20 70 70 1976 20% 30% 69 1976 100 1978 1970 1979 5 4 71% 83% 27

80 80 80 10 1983 1984 1976 1980 1 1990 5 80% 3 1990 4P 4C 1 (Product) (Customer solution) 2 (Price) (Customer cost) 3 (Place) (Convenience) 4 (Promotion) (Communication) 4C 4P 28

4C 4P 4C 4P 1 2 3 1 2 29

T J 7 T J 2002 J T J T J J 6000 J J J 31

32 1 (1) (2)

(3) (4) (5) 2 (1) (2) 33

1 Prescription Drug Ethical Drug Rx (1) (2) (1) (2) (3) (4) 2 Over the counter OTC OTC (1) (2) (3) (4) 34

(5) (6) 3 22 (1) (2) (3) 35

36 3-1 3-1 1 2

37 3 1 (1) 83% 11% 3.5% 1.5% 1%

38 1500 (2)

39 3 2 3-2 3-2

40 (1) 1995 (2)

41 (3) (4)

42 3-3 3-3 1 2

43 OTC 3 (1) (2) 4 5

3-1 OTC OTC OTC OTC OTC OTC OTC OTC OTC OTC OTC 13% 2/3 OTC 44

99% OTC OTC OTC OTC OTC OTC OTC OTC OTC OTC OTC OTC OTC OTC OTC OTC 45

OTC OTC OTC OTC OTC OTC OTC OTC 1 OTC 46

2OTC 1999 80% OTC OTC OTC OTC OTC OTC OTC OTC OTC Scott-levin 50% OTC OTC 35% 50% 74% 66% OTC OTC OTC 47

OTC 1 2 3 4 2000 50 vita vitamin soybean milk 50 20 70 70 70 1983 80 1988 48

49

J 4000 J 1994 J 3.6 4000 1994 J J 3000 100 1997 J J (1) J1993 J J 400 J 19921993 J 11 (2) J J 50

(3) J J J (4) J 19921995 J J J J J 1997 J J J J 51

52 1 2 3 4

5 4-1 4-1 53

(1) (2) (3) (1) (2) (3) (4) (5) 54

(1) (2) (3) (4) APC C 1 2000 188.24 2010 55

470 4-1 1949 5.42 1982 10.3 1990 11.4 2001 12.7 1949 20 70 2 1 2 3 56

57 3/4 12%14% 19 2000 5 17 ( ) 4 4-2

1 (1) (2) (3) (4) ( ) 2 4-3 20 80 58

59 40 300 3 4 1 2

60 3 ( )

61 1 2 3

62 ( ) 1 2 ( ) 13 4 47 3

63 4 OTC 5 (1)

64 (2) 6 Come alive with Pepsi ( )

(1) (2) (3) 4-2 (4) 4-2 1 2 65

66 3 4 1? 2 3 330 3 1997 1988 8

67 20 ( ) 6! 1 2

Z 20 80 K 40% 10 PPA K PPA PPA PPA PPA PPA Z PPA 20001116 PPA 13 58 K PPA K Z 999 PPA K Z K PPA 20003 PPA Z Z 68

5-1 5-1 69

70 (1) (2) (3)

71 (4) IT IT 5-1

72 12 3 12 3

5-2 5-2 5-2 20 80 90 K B B B 1985 K B 2% K K 60% 52% B K K 73

K K K K K (1) (2) (3) (4) (5) (6) 74 (1) (2)

75 (3) 5000 50 (4)

76 (5) (6) (7)

77 (8) 610 2003 5 5-3

XX 2060 500 350 2250 (1) (2) X X X X X X (1) (2) (3) (4) (5) X X XX X X 1 2 78

3 4 5 6 7 / / / / / / 8 9 10 79

80 1 2 3 4 5 A A A A A

81 A A 4 (1) (2) (3) (4)

1 2, 82

83 OTC 30 50 50 C C

84 1 1956 2 (1) 20 (2)

85 (3) 150 6-1

86 1 2 3 4 6

87 1 2 3

88 4 (1) 6-2

(2) (3) (4) (5) (6) (7) 1 89

90 2 3 4 1

91 2 1 1 2 2 3 3

92 3 X X 6-3

93 6-1 6-1 1

94 2 3 1 6-4

95 2 X X 3 4 2001 176 1 2002 1.3 6-6 6-5

52 2000 11 PPA PPA 5 6-7 2000 20 90 K K 2 4 10 2001 K K K K 2002 30 96

K 1 2 1 2 3 3 4 5 1863 100 500 1939 100 1300 20 70 700 20 80 20 97

1 2 98

99 400 2003

100 7-1 7-1

3000 7-1 14 5 5 2.8 7-1 B 1 101

102 2 3 (1) (2) (3) 7-1

103 20 3 221 1

2 3 7-2 104 0 7-2 1

105 2 3 4 7543 1 7-3 2 C 7-4

7-3 7-4 1 7-2 7-2 106

(1) T/P (2) (3) (4) 2 107

(1) (2) 3 (1) OTC 1998 1997 20 1996 (2) 108

1968 16 1984 1 34 1 2 1 1 (3) 4 (1) 109

(2) (3) (4) 1 (1) (2) (3) 2 110

3 (1) 30% (2) Private Brand PB PB 111

112 (3) 999 P&G (4) 1 33% P(Packaging) 2

(1) (2) (3) (4) OTC (5) 3 (1) (2) 113

114 1 2 (1) (2) (3) (4) 3 (1)

(2) (3) 1 2 3 4 (1) (2) (3) (4) 115

(5) 1 2 1 2 116

2001 K K K 45% K K 2003 K 4 K K K K 117

118 1996 1 2 3

119 2000 1121 [2000]2142 1 (1) (2) 2

120

1 (1) (2) (3) (4) (5) (6) (7) 121

2 3 4 (1) (2) (3) (1) 122

123 (2) (3) (4) 2

124 3 4 1

125 (1) (2) (3) 2

(1) E E= / E=1 E>1 E<1 (2) 3 4 126

1 = 1+ 1 75 65 40% = 1+ =75+65 1+40% =196 2 = + = 100% 2 300 10 7000 6 = 7000 104 6 100% =17% 7000 10 4 = 300 104 +7000 10 4 17% =149 / 10 10 4 127

3 = + 3 500 10/ 20 100 = 500 104 +10 20 10 4 +100 10 4 20 10 =40 / 4 4 = - = + 128

= + + 4 2100 1 1500 100 = 21000000+1000000+1500 =3700 / 10000 1 2 3 (1) (2) 129

130 (3) (4) 1 2 3

131 1 (1)

8-1 1990 33 / 15 10 10 33 (1) (2) (3) (4) (5) 33 33 33 (2) 132

133 (3) 2 3 4

134 (1) (2) 1 9 8 2 3 1.33 4

135 5 20 50 47 48 59 20% 50 49 50 50 59 8-2

1 60 75 2 10 2% 20 3% 3 1 2 3 4 136 1987 XX XX

12 XX XX XX 2 XX 20 XX 50% XX 2600 XX XX XX XX 137

138 19 70 Place

(1) (2) 9-1A 3 3 9 9-1B 3 6 M1 C1 M1 C1 M2 C2 M2 D2 C2 M3 C3 M3 C3 A B 9-1 M C D 139

2000 1 1 140 (1) (2) 9-1 2001 1999 8 1

2000 1 1 2000 1 1 (3) 2000 6 GSP 2000 7 1 GSP (4) (5) 1 (1) 141

(2) 2 (1) (2) 142

9-2 9-2 3 (1) OTC (2) 143

144 1 (1) Wholesaler (2) (3) (4)

2 (1) retail retail pharmacy, drug store community pharmacy institutional pharmacy, hospital pharmacy (2) (3) 3 (1) (2) 145

146 1 (1) 500

147 500 (2) (3) (4) (5)

148 (6) 2 (1) (2)

(3) 3 (1) (2) (3) 149

150 1 2 (1) (2) (3)

3 4 (1) (2) 9-2 1999 3 90% (1) 151

(2) (3) (4) (5) (6) 15 15 15 1.6 /,15 1.6 1.6 500 200 / 1 1000 1 5 1 10 10 152

153 1 20014 2 (1) (2)

154 1GSP GSP GSP GSP GSP 2 GSP

155 1 GSP 2 (1) 20017 15 10

(2) (3) 3 (1) (2) 156

157 GSP 4 GSP

158 GSP 10 10 9-3

159 PM3 1 2 3 PM3 1 ERP 14% 15% 30%

2 10% 2 (1) ERP (2) ERP (3) (4) PM/BMS (5) PM/DBCOPY 1 2 3 4 5 6 5I 5I 1 5I 5I 160

161 5I 2 3 Medicine shop 4 5I

162 19991111 400 2000 50 4000

163 70 52 3 2004 60 2003 8 4P Promotion

164 10-1 10-1 10-2 10-1 10-1

165 10-2 1 2 3 4

5 10-2 10-2 6 166

(1) (2) (3) (4) (1) (2) 2001 12 1 (3) (4) (5) 5 167

(6) 168 1 (1) (2) (3) 2 (1) (2) (3) (4)

169 (5) 3 4 (1) (2) 5

(1) (2) (3) 170 1 (1) 35% OTC 51 OTC OTC (2) 5 2

171 (1) 20 (2) 20 90 1/3 (3) 10-1 10-2

172 1 2 (1) (2) (3)

173 public relation 1 2 3

174 1 (1) (2) (3) 2 3 4

175 5 1 2

176 2003 6 1 3 4 5 10-3 10-4

177 6 1 2

10-5 20001116 PPA 10 10 16 16 16 PPA PPA 17 50 18 178

179 20 PPA 20019 1 2 3 4 20 70 L W 1921 L 50 L L

W 1972 L W L L 50 L W 19624 1972 3 L 1020 L L 1 2003 2 180

181 1985 1000 2000 21.36 20013 3

182 130 500 90% 4 40 4000

183 1 2 (1) (2) (3) (4) (5)

184 (6) (7) 1 2 3

185 1 2OTC OTC 3

186 1. 2 3 2000

187 1/10 1/9 1/8 1 2 3

188 4 5 1 2 3

189 17 5 6 5 800 12 820 830 830 10 1120 5 1 1140 10 10 10 7 520 15

190 73% 20 80 1990

(1) (2) (3) (4) (5) (6) (7) (8) 1 191

(1) (2) (3) (4) 2 (1) (2) 510 (3) 4 24 (4) 192

193 (5) 3 4 12-1 12-1

194 1015 10002000 1 (1) (2) (3)

195 2 (1) (2) 1

(1) (2) (3) (4) 2 3 (1) 12 196

197 A (2) (3) 10 10

198 900 10 8 10 56 1 (1) (2) (3) 12-1

199 A A 12 2 (1) A B

200 A PPA PPA A 8% (2)

201 3

202 4

203 1 (1) (2) (3)

204 2 (1) 1 2 12-2

(2) (3) (4) 1 (1) A B C D 205

(2) A (3) 12-1 12-1 2 (1) B 8 B 5 (2) A 206

A A 5 3 (1) (2) (3) 500 (4) 207

208 (5) A A 20 A (6) (7)

209 (8) 1 (1) (2)

210 2 (1) (2) 1 2 3 4

1 2 10 211

212 OTC OTC OTC OTC 930 5 C C 430

OTC OTC OTC OTC OTC 1999 OTCOver the Counter OTC OTC OTC OTC OTC OTC OTC OTC OTC OTC OTC 213

214 OTC 2002 20 40 2000 100 2005 6 850 1 Medicine shop 2

215 3. 500 4 OTC 2003 2300 45 OTC OTC OTC OTC OTC OTC OTC OTC

216 OTC 23 1 OTC OTC OTC OTC OTC OTC ABC ABC OTC OTC OTC OTC OTC OTC

OTC (1) OTC (2) A (3) OTC 1015 (4) OTC OTC (5) OTC (1) OTC (2) OTC (3) OTC (4) OTC OTC 45% 33% 217

OTC AC 1995 13-1 2 15% 3 30% 4 60% 5 100% OTC 90% 218

1 1/3 13-1 13-1 145165 219

220 150170, / 1 2 OTC

10 POP POP Point of Purchase POP POP POP POP POP POP OTC 221

222 5 OTC OTC C OTC AC 1999 60% 2000 OTC

(1) (2) (3) (1) (2) (3) 12 POS OTC 223

224 4 OTC OTC OTC OTC OTC 2 OTC 15 OTC

225 OTC OTC 20 13-1

226 OTC OTC 12.5 / 1 2 3 4 12.5 / (1)

(2) (3) (4) OTC 13-2 7 31 200 OTC A B 227

7 7 1 7 31 OTC A B 600 1200 OTC 1 2 100 500 500 600 3 1 2 3 1 3 4 OTC 30 10 228

229 OTC 4 45 2 2 OTC OTC OTC OTC OTC

1 OTC OTC OTC (1) (2) (3) OTC 230

(4) 2 OTC OTC (1) OTC 9 (2) OTC 50 1 231

OTC (1) OTC OTC (2) 12 3 (1) (2) 46 232

233 (3) (4) (5) 4, 5 1

234 6 3,, 7 12 24 OTC

235 1 POP POP 12 13-3

236 POP POP 2005 2 3 13-4

237 OTC OTC OTC (1) (2)

238 (3) (4) 98% 92% 45 20036 78 13-5

(1) (2) (3) (4) (5) OTC 1 OTC 2OTC 3OTC 1 2 OTC 239

20 80 3 40 90 12 3000 240

241 1 2 3 4 5

242 A A 4 A 15% 1 14-1

243 2 12 412 4 3 4

14-1 14-1 244

245 5 6 (1) (2)

246 7 (1) (2) (3)

1 (1) (2) (3) (4) 247

(5) (6) (7) (8) (9) (10) 2 248

(1) (2) (3) (4) (5) 249

1 (1) (2) (3) (4) 250

251 150 80 230 130 100 95 100 6% 101 2 (1) 14-2

252 (2) :

253, (3) (4) (5)

254 3000 200 200 14-3 14-4

1 (1) (2) (3) (4) (5) 255

2 4 (1) 4 4 (2) 4 47 4 (3) 4 (4) 4 4 20 4 256 1 (1)

(2) (3) 2 (1) (2) (3) 257

(4) (5) (6) (7) A B... N A B... N 258

259 1 2

260 (1) (2) (3) 1 (1)

(2) (3) 2 (1) (2) (3) 261

262 1 2 (1) (2) (3) (4) (5)

263 1 (1) (2)

264 2 (1) (2) 14-5

265 3 (1) (2) (3)

4 (1) (2) (3) (4) (5) 266

267 1 2 (1) (2)

3 (1) (2) (3) (4) (5) 1 (1) 268

269 (2) 2 (1) (2)

270

1 (1) (2) 2 (1) (2) (3) (4) 271

3 (1) (2) (3) (4) (5) (6) 272 1 (1)

273 (2) (3) 2 (1) (2)

274 3 20 80 14-6

275 (1) (2) (3)

1 (1) (2) (3) (4) 2 (1) (2) 276

277

278 (3) 1 2 1 2 3 4 5 6

(1) (2) (3) (4) (5) 279

281

282 1. 2. OTC OTC OTC 3. 4. 5. 1

2 3 (1) (2) (3) (4) 283

284 1 2 3 (1) (2) 4 5

285 2 50% 100% 3 6 (1) OTC (2)

286 1 30 (1) (2)

(3) (4) 2 (1) (2) (3) (4) 287

288 1 2 3 4

( ) 1 2 80/20/30 20% 80% 30% 3 15-1 A C B D ( ) 15-1 (1) 289

(2) (3) 4 15-1 OTC 15-1 OTC OTC A 3 23 1 12 1 1 1 1 B 2 12 12 1 12 1 612 1 C 1 1 5 80/20 KAkey account (1) 290

(2) (3) (4) (5) (6) (7) 5%10% 82%. 291

(1) 1000 (2) 800 (3). (1) (2) (3) (4) 292

293 (5)

294 1 2 3 4 5

(1) (2) 15-2 15-2 1 2 3 4 5 6 7 8 9 10 11 12 295

1 (1) (2) (3) 2 (1) (2) (3) (4) 3 (1) (2) (3) (4) 296

1 2 (1) (2) (3) 3 (1) (2) (3) (4) (5) (6) 297

(7) (8) 4 (1) (2) (3) 298

(4) (5) 1 (1) (2) 3 (3) (4) 299

(5) (6) (7) 2 (1) (2) (3) (4) (5) 300 1 (1)

(2) (3) (4) 2 (1) (2) (3) (4) 3 (1) (2) (3) (4) (5) (6) 4 (1) (2) (3) (4) 5 (1) (2) 301

(3) (4) (5) 6 (1) (2) (3) 7 (1) (2) (3) 1 302

2 3 (1) (2) (3) (4) (5) 303

4 (1) (2) (3) (4) (5) 1 2 3 4 5 6 304

OTC C C C C C C C C C C C 305

1 2 (1) 306

OTC OTC (2) 16-1 16-1 1 2 1 (1) (2) 307

(3) 2 (1) (2) (3) (4) (5) 308

309 1 2 (1) 16-2 (2)

310 1 2 3 4 5 6 7 1?? 2 3?? 4?? 5 ( ) 6? 1 2 3 4 1 2 3 4 5 6 / 1?? 2 3,? 4 5? 6 16-2

311 1 2 3 4 5 20 60% 20 60

312 60 20 20 6 70 1 2 3

4 16-3 16-3 1. 4. 2. 5. 3. ( ) 1 2 3 4 5 1. a. b. 2. a. b. c. d. e. ( ) f. 5 313

314 1 2 3 OTC GSP

4 5 (1) OTC (2) (3) 6 5 16-1 (1) (2) 315

316 16-1 (3) (4) 1.3 100 200 3 16-1

317 16-4 UPS UPS Team Work 012 1224 2436 16-4 16-2

318 1 (1) (2) 2 3 4 (1)

319 (2) 30 13 90 60 13

1 (1) 16-5 16-6 16-5 200 10 3000 / 50 60 / 80 / TOP3 GKri Ri GNN 200 234 30 / 40 / TOP3 HHKKTY RiGTY 50 50 16-6 OTC A B 100 70 85 87 60 60 45 57 A 20 20 15 20 B 40 40 30 37 40 10 40 30 C (2) (3) 320

(4) 2 3 1 2 321

322 (1) (2) 3 4 5

1 16-2 16-7 100 40 35 25 20 15 5 10 10 15 15 10 5 5 5 1.5 1.5 2 16-2 16-7 A 1 2 3 4 88 22 22 22 22 75 19 18 17 21 70 17 17 19 17 68 17 17 17 17 65 16 16 17 16 56 14 15 14 13 50 12 12 13 13 46 11 12 11 12 45 11 12 11 11 43 10 11 10 12 40 10 10 10 10 40 10 10 10 10 323

1 2 3 4 36 9 9 9 9 36 9 9 9 9 35 9 9 8 9 32 8 8 8 8 32 8 8 8 8 30 8 8 7 7 30 8 8 7 7 29 7 7 8 7 29 7 7 8 7 25 7 7 6 5 20 6 5 5 4 18 5 4 5 4 12 3 3 3 3 9 3 2 2 2 30 3 16-8 16-8 8 9 10 11 12131415161718192021222324252627282930 1 2 3 4 5 6 7 8 324

2 (1) 30 (2) (3) 16-9 16-9 325

13 3 3 (1) 326

(2) (3) (4) (5) (6) (7) (8) 327

328 4 1

SMART (1) S(Specific) 16-10 16-10 15 3 10 13 VIP A 3 4 20 50 50 50 90 (2) MMeasurable (3) AAmbitious (4) RRealistic (5) TTimetable 329

330 12 2 3 4 5 6 7

331 IBM IBM,3%, IBM IBM 1 2 3 16-3

[1].. 2003 [2].. 2004 [3].. 2003 [4].. :,2003 [5] Philip Kotler,Gary Armstrong.. 2003 [6].. 2003 [7]. :,2001 [8].OTC. 2001 [9].. 2000 [10].. 2001 [11].. 2004 [12].. 2003 [13].. 2003 [14].. 2004 [15]. :,2004 [16].. 2004 [17].. 2003 [18].. 2001 [19]. :,2004 [20].. 2003 [21]. :,2003 [22].OTC. 2003 [23].. 2003 [24].. 2001 [25].. 2004 [26].. 2004 [27].. 2002 [28].. 2003 [29].. 2001 [30].. 2003 [31]. :,2002 [32] B.. 2002 [33]. 20059 7476 [34]. 20046 2830 [35]. IT. 200411 6870 [36]. 20043 8687 [37].. 2003 332

[38]. 20045 63 [39]. 20043 60-61 [40].. 2004 333