市场营销-OTC药品的购买意愿研究 ——以止咳糖浆为例论文.docx

OTC药品的购买意愿研究 ——以止咳糖浆为例 【摘要】随着医疗管理体制的创新和完善以及人们健康意识的提高和加深，人们看病就医的渠道和形式更加多样化了，“大病去医院，小病去药店”的观念已深入人心。目前，OTC药品已逐渐成为人们预防和治疗疾病的重要方式之一，在美国，人们在身体出现健康问题时，用OTC药品进行治疗比找专业医生进行治疗多4倍；在德国，OTC药品的使用率达到了40.2%；在我国，零售药房的总数量在逐步增加，人们越来越意识到OTC药品的重要性，OTC药品已成为药品市场的一个重点。 本文以止咳糖浆为例，采用“情景实验+方差分析”的方法，研究为自己购买止咳糖浆、为父母购买止咳糖浆两个场景下，消费者的到店购药行为的影响因素有何异同，深入研究价格、品牌知名度、店员推荐对止咳糖浆购买意愿的影响。研究表明：（1）在可接受的价格范围内，消费者对高价和低价止咳糖浆的购买意愿差异不显著；（2）消费者对知名品牌的购买意愿高于非知名品牌；（3）为自己购药时，店员推荐边缘显著；为父母购药时，店员推荐对购买意愿无显著影响。 【关键词】价格；品牌知名度；店员推荐；购买意愿  Study on the willingness to purchase 0TC drugs ——taking cough syrup as an example [Abstract]With the innovation and improvement of the medical management system and the enhancement and deepening of peoples health awareness, the channels and forms of peoples medical treatment have become more diversified, and the concept of going to the hospital for serious illnesses and pharmacies for small illnesses has become popular. At present, OTC drugs have gradually become one of the important ways for people to prevent and treat diseases. In the United States, when people have health problems, the use of OTC drugs for treatment is 4 times more than that of finding a professional doctor. In Germany, OTC drugs The utilization rate has reached 40.2%; in China, the total number of retail pharmacies is gradually increasing, people are increasingly aware of the importance of OTC drugs, OTC drugs have become a focus of the pharmaceutical market. Taking cough syrup as an example, this article uses the method of “scenario experiment + analysis of variance” to study the similarities and differences of the factors that influence consumers drug purchase behaviors in the two scenarios of buying cough syrup for themselves and buying cough syrup for parents. In-depth study of the impact of price, brand awareness, and store staff recommendations on the purchase willingness of cough syrup. The research shows that: (1) Within the acceptable price range, consumers have no significant difference in the willingness to b