CAJ | 학술논문

目前，中国OTC药品市场在快速发展，预计到2020年中国将成为世界上最大的药品市场之一。各国药品企业纷纷进驻我国，面对激烈的竞争，国内药OTC药品生产企业如何在竞争中获胜占领市场是一项艰巨的任务。从OTC药品特点和发展市场现状入手，分析我国OTC药品生产企业实施CIS战略的必要性及存在的误区，便于我国OTC药品生产企业把握实施CIS战略的着手点。
목전，중국OTC약품시장재쾌속발전，예계도2020년중국장성위세계상최대적약품시장지일。각국약품기업분분진주아국，면대격렬적경쟁，국내약OTC약품생산기업여하재경쟁중획성점령시장시일항간거적임무。종OTC약품특점화발전시장현상입수，분석아국OTC약품생산기업실시CIS전략적필요성급존재적오구，편우아국OTC약품생산기업파악실시CIS전략적착수점。
At present, China’s OTC market is developing fast and would become the largest medicine market of the world. Medicine production enterprises explored China’s market one after another. Facing up such fierce competition, it’s an arduous task for inland OTC medicine production enterprises to get market share. It analyzes the necessities and misunderstandings of China’s OTC medicine production enterprises, studies the countermeasures for China’s OTC medicine production enterprises to conduct CIS strategy by analyzing characteristics of OTC medicine and market situation.