本文選題：甲肝疫苗 + 營(yíng)銷(xiāo)　； 參考：《吉林大學(xué)》2010年碩士論文

【摘要】： 甲型肝炎(甲肝)是由甲肝病毒感染人體引發(fā)的一種急性傳染病。我國(guó)是甲肝流行較嚴(yán)重的國(guó)家之一,每年估計(jì)有24萬(wàn)新發(fā)病例。預(yù)防甲肝最有效的方法就是接種甲肝疫苗。2007年12月,國(guó)家衛(wèi)生部通知印發(fā)《擴(kuò)大國(guó)家免疫規(guī)劃實(shí)施方案》,提出將甲肝疫苗納入國(guó)家免疫規(guī)劃,對(duì)適齡兒童進(jìn)行常規(guī)接種。此舉將增加甲肝疫苗的需求。有關(guān)專(zhuān)家預(yù)計(jì),2010-2012年,國(guó)內(nèi)甲肝疫苗的需求量將達(dá)到3000-3500萬(wàn)人份。根據(jù)《方案》要求,用于1.5周歲兒童接種的甲肝疫苗作為一類(lèi)疫苗由國(guó)家采購(gòu),其他年齡組接種的甲肝疫苗則以二類(lèi)疫苗銷(xiāo)售。2009年國(guó)家發(fā)改委下調(diào)了甲肝疫苗作為國(guó)家免疫規(guī)劃疫苗的最高出廠價(jià)格,使甲肝疫苗銷(xiāo)售市場(chǎng)面臨機(jī)遇和挑戰(zhàn)并存的局面。如果不調(diào)整并制定有效的營(yíng)銷(xiāo)策略,將無(wú)法抓住甲肝疫苗市場(chǎng)需求量提高的機(jī)遇,導(dǎo)致甲肝疫苗生產(chǎn)企業(yè)利潤(rùn)降低。 C企業(yè)在國(guó)內(nèi)外率先成功研制并生產(chǎn)的凍干甲型肝炎減毒活疫苗采用L-A-1株,是具有獨(dú)立知識(shí)產(chǎn)權(quán)的高科技生物產(chǎn)品,現(xiàn)已形成規(guī)�；a(chǎn),是為企業(yè)創(chuàng)造經(jīng)濟(jì)效益的支柱產(chǎn)品之一。因此,克服因國(guó)家免疫規(guī)劃(一類(lèi)疫苗)招標(biāo)價(jià)格低于市場(chǎng)價(jià)格,使企業(yè)甲肝疫苗銷(xiāo)售收入降低,從而帶來(lái)利潤(rùn)降低的不利因素,運(yùn)用市場(chǎng)營(yíng)銷(xiāo)理論制定合理的市場(chǎng)營(yíng)銷(xiāo)計(jì)劃,提高甲肝疫苗的市場(chǎng)占有率,增加企業(yè)經(jīng)濟(jì)效益,是提高企業(yè)競(jìng)爭(zhēng)力的關(guān)鍵。 以此為背景,本人嘗試對(duì)該領(lǐng)域內(nèi)主要貢獻(xiàn)者的觀點(diǎn)進(jìn)行歸納梳理,探索和嘗試適合企業(yè)發(fā)展的營(yíng)銷(xiāo)理念,對(duì)C企業(yè)甲肝疫苗產(chǎn)品的營(yíng)銷(xiāo)策略進(jìn)行探求和分析,以期對(duì)企業(yè)的甲肝疫苗銷(xiāo)售提供更為科學(xué)的參考決策。 本文主要從甲肝疫苗市場(chǎng)環(huán)境和營(yíng)銷(xiāo)現(xiàn)狀進(jìn)行分析,結(jié)合企業(yè)甲肝疫苗營(yíng)銷(xiāo)的實(shí)際情況,確立了目標(biāo)市場(chǎng),通過(guò)產(chǎn)品差別化、服務(wù)差別化、人員差別化、形象差別化等四種市場(chǎng)定位形式對(duì)目標(biāo)市場(chǎng)進(jìn)行市場(chǎng)定位。通過(guò)制定合理的產(chǎn)品策略、渠道策略、價(jià)格策略和促銷(xiāo)策略,用以滿(mǎn)足企業(yè)甲肝疫苗的營(yíng)銷(xiāo)目標(biāo)的實(shí)現(xiàn)。最后針對(duì)疫苗類(lèi)產(chǎn)品營(yíng)銷(xiāo)的特殊性,總結(jié)了制度、資金、人員、質(zhì)量、服務(wù)等方面對(duì)于營(yíng)銷(xiāo)策略的保障措施,從而保證營(yíng)銷(xiāo)的順利進(jìn)行。
[Abstract]:Hepatitis A (hepatitis A) is an acute infectious disease caused by hepatitis A virus infection. China is one of the countries with severe hepatitis A epidemic, with an estimated 240000 new cases each year. The most effective way to prevent hepatitis A is to vaccinate hepatitis A. in December, 2007, the Ministry of Health issued a notice to issue the "National Immunization Program implementation Plan", proposing that the hepatitis A vaccine should be included in the national immunization plan, and routine vaccination of children of school age should be carried out. The move will increase demand for a hepatitis A vaccine. Experts estimate that domestic demand for hepatitis A vaccine will reach 30-35 million people in 2010-2012. In accordance with the requirements of the Programme, hepatitis A vaccine for children aged 1.5 years is purchased by the State as a first class vaccine. In 2009, the National Development and Reform Commission lowered the highest ex-factory price of hepatitis A vaccine as a national immunization program vaccine, which made the market of hepatitis A vaccine face both opportunities and challenges. If we do not adjust and formulate effective marketing strategies, we will not be able to seize the opportunity of increasing the demand for hepatitis A vaccine market, resulting in the profit reduction of hepatitis A vaccine manufacturers. C enterprise successfully developed and produced freeze-dried live attenuated hepatitis A vaccine using L-A-1 strain at home and abroad, which is a high-tech biological product with independent intellectual property rights. Is for the enterprise to create economic benefits of one of the pillar products. Therefore, to overcome the adverse factors that the bidding price of the National Immunization Program (first Class Vaccine) is lower than the market price, and the sales income of hepatitis A vaccine of the enterprise is reduced, and thus the profit is reduced, a reasonable marketing plan is formulated by using the marketing theory. Increasing the market share of hepatitis A vaccine and increasing the economic benefit of enterprises is the key to improve the competitiveness of enterprises. Against this background, I try to summarize the views of the main contributors in this field, explore and try the marketing concept suitable for the development of enterprises, and explore and analyze the marketing strategy of hepatitis A vaccine products in C enterprise. In order to provide a more scientific reference for the sale of hepatitis A vaccine. Based on the analysis of the market environment and marketing situation of hepatitis A vaccine, combined with the actual situation of the marketing of hepatitis A vaccine in enterprises, this paper establishes the target market through product differentiation, service differentiation, personnel differentiation. Image differentiation and other four forms of market positioning target market positioning. Through the formulation of reasonable product strategy, channel strategy, price strategy and promotion strategy, to meet the corporate hepatitis A vaccine marketing objectives. Finally, aiming at the particularity of the marketing of vaccine products, this paper summarizes the system, funds, personnel, quality, service and other aspects of the guarantee measures for the marketing strategy, so as to ensure the smooth progress of marketing.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類(lèi)號(hào)】：R186

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