本文關(guān)鍵詞：長春祈健公司水痘疫苗營銷策略研究　出處：《吉林大學》2017年碩士論文　論文類型：學位論文

  更多相關(guān)文章： 水痘疫苗 營銷策略 疫苗營銷

【摘要】：在“十三五”規(guī)劃中,我國對生物醫(yī)藥產(chǎn)業(yè)提出了新的發(fā)展目標,中國生物醫(yī)藥產(chǎn)業(yè)將迎來絕好的發(fā)展機遇。2016年初“山東疫苗事件”爆發(fā)后,對于二類疫苗市場的銷售影響巨大,國家對《疫苗流通和預防接種管理條例》重新進行了修訂,疫苗的流通及銷售格局發(fā)生了巨大的變化。在面臨疫苗市場未來巨大的發(fā)展?jié)摿σ约叭绱酥卮蟮奈C下,長春祈健公司在發(fā)展過程中存在的問題逐漸顯現(xiàn),主要有以下幾點問題:一是公司產(chǎn)品及包裝形式單一,存在較大風險,不利于公司的發(fā)展。二是水痘疫苗定價不合理,祈健公司在制定招標價格時并未充分考慮競爭對手的情況及各個地區(qū)的市場環(huán)境。三是由于疫苗的特殊性,疫苗的信息一般掌握在疾控中心的醫(yī)護人員手中,最終消費者對祈健公司水痘疫苗的認知度較低。長春祈健生物制品有限公司如何將營銷理論與公司的營銷實踐相結(jié)合制定出水痘疫苗的營銷策略,是當前需要解決的問題。本文以此為研究背景,以公司的水痘減毒活疫苗為研究對象,以營銷理論為基礎(chǔ),從產(chǎn)品、價格、銷售及渠道方面入手分析公司水痘疫苗的營銷現(xiàn)狀,并提出目前公司存在的問題及原因。結(jié)合水痘疫苗的宏觀環(huán)境、微觀環(huán)境以及SWOT分析,總結(jié)出祈健公司水痘疫苗在品牌知名度高、市場占有率第一及質(zhì)量可靠等方面存在一定優(yōu)勢,劣勢主要集中在產(chǎn)品及包裝形式單一、研發(fā)基礎(chǔ)薄弱,隨著國家二胎政策的放開及兩針法的推廣,水痘疫苗將迎來巨大的市場潛力,但國內(nèi)疫苗企業(yè)陸續(xù)進入水痘疫苗市場,祈健公司的水痘疫苗也將受到嚴重挑戰(zhàn)。通過構(gòu)建SWOT矩陣,為祈健公司水痘疫苗選擇WO戰(zhàn)略。然后通過STP分析,對水痘疫苗市場進行市場細分,為祈健公司水痘疫苗選擇適合的目標市場,并將其水痘疫苗定位在中、高端。通過系統(tǒng)的分析,從祈健公司水痘疫苗發(fā)展以及面臨的機會與挑戰(zhàn)的角度,為其制定相應的營銷策略。在產(chǎn)品方面,設(shè)計了保證質(zhì)量、增加包裝形式及加快研發(fā)新產(chǎn)品的策略,在價格上應保持其中高端定位,價格應略高于其他民營企業(yè),在渠道策略方面應建立分級營銷渠道,有效利用推廣商并且針對不同地區(qū)市場做出差異化營銷。在促銷策略上,通過學術(shù)推廣、在國內(nèi)權(quán)威雜志及期刊上發(fā)表文章以及公益捐贈等為祈健公司建立良好的品牌形象,以達到宣傳祈健公司水痘疫苗的手段。最后從制度、人員、資金、質(zhì)量和售后服務等方面的措施來保障營銷策略的順利實施。本文通過對長春祈健生物制品有限公司水痘疫苗的營銷策略分析,提出值得借鑒的營銷策略及改進建議,希望對國內(nèi)生物制藥企業(yè)提供一定的啟示。
[Abstract]:In the 13th Five-Year Plan, China put forward a new target for the development of the biomedical industry, and the Chinese biomedical industry will welcome an excellent opportunity for development. After the "Shandong Vaccine incident" broke out in early 2016. The sales of the second class vaccine market had a huge impact, and the State revised the regulations on the Administration of Vaccine Circulation and Immunization. The distribution and distribution of vaccines have changed greatly. Facing the huge development potential of vaccine market in the future and such a major crisis, the problems existing in the development process of Changchun Qijian Company have gradually appeared. The main problems are as follows: first, the company's products and packaging form is single, there is a greater risk, which is not conducive to the development of the company; second, the pricing of varicella vaccine is unreasonable. Qijian Company did not fully consider the situation of the competitors and the market environment in each region when setting the bidding price. Third, because of the particularity of the vaccine, the information of vaccine is generally held in the hands of the health care staff of the CDC. Finally, the consumers' awareness of chicken pox vaccine is low. Changchun Qijian Biological products Co., Ltd. How to combine the marketing theory with the company's marketing practice to formulate the marketing strategy of varicella vaccine. It is the problem that needs to be solved at present. This article regards this as the research background, regards the company's varicella attenuated live vaccine as the research object, takes the marketing theory as the foundation, from the product, the price. The marketing status of varicella vaccine is analyzed in sales and channel, and the problems and reasons of the company are put forward. Combined with the macro environment, micro environment and SWOT analysis of varicella vaccine. It is concluded that Qijian chickenpox vaccine has some advantages in brand awareness, market share first and reliable quality, and its disadvantages are mainly concentrated in the single product and packaging form, and its R & D foundation is weak. With the opening of the second child policy and the promotion of the two-needle method, the chickenpox vaccine will ushered in a huge market potential, but domestic vaccine enterprises have entered the chicken pox vaccine market. By constructing SWOT matrix and choosing WO strategy for chicken pox vaccine of Qijian Company, the market segment of chickenpox vaccine market was carried out by STP analysis. To select a suitable target market for chicken pox vaccine of Qijian Company, and to position its varicella vaccine at the middle and high end. Through systematic analysis, from the point of view of the development of chicken pox vaccine and the opportunities and challenges faced by Qijian Company. In terms of products, the strategies of ensuring quality, increasing packaging form and speeding up the development of new products are designed, and the high-end positioning should be maintained in price. Price should be slightly higher than other private enterprises, in the channel strategy should establish a hierarchical marketing channel, effective use of promoters and different markets in different regions to make marketing. In the promotion strategy, through academic promotion. Publishing articles in domestic authoritative magazines and periodicals, as well as public donations, etc., to establish a good brand image for Qijian Company to achieve the means of publicizing the company's varicella vaccine. Finally, from the system, personnel, funds. Quality and after-sales service measures to ensure the smooth implementation of marketing strategies. This article through the Changchun Qijian Biological products Co., Ltd. chickenpox vaccine marketing strategy analysis. The paper puts forward some marketing strategies and suggestions for improvement, hoping to provide some enlightenment to domestic biopharmaceutical enterprises.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F426.72

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