During the course of otc drugs marketing , our pharmaceutical enterprises should make great efforts to achieve long - term success by strategic design . in details , six main factors are fundamental keys which are good products , excellent brand , , attractive corporate culture , reasonable price , effective place of sale and expedite terminal sales 具体讲，企业应开发富有生命力的产品、努力创出良好的品牌、营造优秀的药企文化、制定合理的药品价格、构筑强有力的分销网络、促进终端市场的顺利销售，这六大要素是药企进行otc药品营销取胜的根本保证。
This article analyzes conditions inside and outside the enterprise as well as the opportunities and threats by using theories of enterprise strategic management , points out the main problems of the company are uncertain market positioning and lack of core capacity . it is also indicated that international trade will be the main sphere of the company in the future , and the company is going to be a products and service provider in rubber plastic and light industry products . the company should apply integrative strategy , expand both forward and backward to control resources and end market and develop its core capacity 提出今后的发展方向必须立足自身优势，致力发展进出口贸易，明确定位为轻工产品和橡胶塑料产品的产品供应商和服务提供商， ，在采取低成本扩张的前提下控制资源与终端市场，同时，在一体化战略及价值链理论的指导下，提出了业务领域的战略调整，以及提出转变管理思想，加强人力资源管理，实现营销队伍经营思想质的飞跃，培养企业核心竞争力等战略措施。
Currently , the oubeier product of europe operates through a more successful business of a series , there is good sale accomplishment in national and each terminal market of big city , each agency also throws in a great deal of local area advertisement in the place district , making the popularity of " oubeier " brand raised consumedly , also getting the approbation of the consumer 目前,欧贝尔产品通过一系列较为成功的商业运作，在全国各大城市终端市场有了良好的销售业绩，各代理也在所在区域投入大量的区域性广告，使"欧贝尔"品牌的知名度大大提高，也得到了消费者的认同。
The second part is the theory survey of this thesis , including enterprise ' s competition theory and development , consumer behaviour theory and development and etc . the third part recommends main enterprise competitiveness appraise models and appraise methods both at home and abroad . the fourth part analyses the competition state in readymade oil enterprise and customer ' s demand , and sets up a customer demand model in the readymade oil market . the fifth part studies the key elements of competitiveness in readymade oil sell enterprises , determines the weight of every relevant factor , and finally set up the competitiveness made in readymade oil sell enterprise 本文的具体内容包括五部分：第一部分为绪论，介绍了本文的研究背景、研究意义以及研究方法与内容；第二部分为本论文的理论综述，包括企业竞争理论及发展、企业竞争力理论及发展、消费者行为理论及发展等；第三部分介绍了国内外主要的企业竞争力评价模型及评价方法；第四部分对成品油销售企业竞争状况以及顾客需求进行了详尽的分析，并构建出成品油终端市场顾客需求模型；第五部分研究了成品油销售企业竞争力构成要素，并确定出各相关因素的权重，最后构建出成品油销售企业竞争力模型；第六部分应用顾客需求模型和成品油销售企业竞争力模型对成品油零售公司进行了详尽的评价，并提出了该公司竞争力提升的四大战略；第七部分作为本文的结束语，对论文所作的工作及研究得出的结论进行了总结。
