OTC的营销策略,无非“推”和“拉”,具体到不同企业,则各有不同的做法,但同时也表现出一定的共性。国内OTC领域,已有的成功模式包括杨森模式、史克模式、哈药模式、修正模式等,前二者代表了合资企业、外资企业的通常做法,后二者则是国内诸多企业所效仿的对象,由此反映出中外企 OTC’s marketing strategy is nothing more than “pushing” and “pulling.” As far as different companies are concerned, they have different approaches, but they also show certain commonalities. In the domestic OTC field, the successful models include the Jansen model, the Schick model, the Harbin medicine model, and the revision model. The former two represent the common practices of joint ventures and foreign companies, while the latter two companies follow the example of many domestic companies. Object, which reflects Chinese and foreign companies