在国家全面深化医疗体制改革的进程中,医药行业发展既迎来了历史的发展机遇,也面临着新的压力与挑战。新医改的出台必将导致药品行业的转型与变革。紧密结合新医改,分析了非处方药的市场现状及其现有营销渠道存在的问题,并对未来非处方药的营销渠道优化提供了建议。

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.