CCBIO研究所甲肝疫苗營銷策略研究
發(fā)布時間：2018-07-23 19:20
【摘要】： 21世紀(jì)是生物科技發(fā)展的黃金時代,是生命科學(xué)世紀(jì)。這意味著生物醫(yī)藥的發(fā)展和進步將給人類健康和經(jīng)濟活動帶來深遠(yuǎn)影響。 據(jù)國家生物產(chǎn)業(yè)發(fā)展專家咨詢委員會秘書長王昌林預(yù)測,到2015年,中國生物產(chǎn)業(yè)的產(chǎn)值規(guī)模將超過3萬億,到2020年會達到6萬億左右,超過目前我國電子信息產(chǎn)品制造業(yè)的規(guī)模,成為我國的新興支柱產(chǎn)業(yè)。其中,甲肝疫苗就是其中的代表。 雖然近年來我國疫苗制品市場在不斷成熟和完善,但行業(yè)總體營銷水平還比較低,與國際大企業(yè)先進的營銷模式還有相當(dāng)大的差距。本文將以此為研究背景,歸納梳理該領(lǐng)域主要研究者的觀點,力求重新解析其營銷理念,從CCBIO研究所甲肝疫苗營銷環(huán)境和營銷現(xiàn)狀的分析入手,重新思考和設(shè)計CCBIO研究所甲肝疫苗的目標(biāo)市場營銷戰(zhàn)略,定價策略,產(chǎn)品策略,促銷策略,渠道策略以及品牌策略,為企業(yè)甲肝疫苗的銷售提供更為科學(xué)的決策參考。
[Abstract]:The 21 st century is the golden age of the development of biotechnology and the century of life science. This means that the development and progress of biomedical will have a profound impact on human health and economic activities. According to Wang Changlin, secretary-general of the National expert Advisory Committee on Biological Industry Development, by 2015, the output value of China's biological industry will exceed 3 trillion, and will reach about 6 trillion by 2020. Beyond the current scale of electronic and information products manufacturing industry, it has become a new pillar industry of our country. Among them, the hepatitis A vaccine is one of the representatives. Although the market of vaccine products in our country is maturing and perfecting in recent years, the overall marketing level of the industry is still relatively low, and there is still a considerable gap with the advanced marketing model of international large enterprises. This article will take this as the research background, summarizes and combs the main research point of view in this field, strives to analyze its marketing idea again, starts with the analysis of the marketing environment and the marketing present situation of the hepatitis A vaccine in the CCBIO Research Institute. Rethinking and designing the target marketing strategy, pricing strategy, product strategy, promotion strategy, channel strategy and brand strategy of hepatitis A vaccine in CCBIO Institute provide more scientific reference for the marketing of hepatitis A vaccine.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：R186
[Abstract]:The 21 st century is the golden age of the development of biotechnology and the century of life science. This means that the development and progress of biomedical will have a profound impact on human health and economic activities. According to Wang Changlin, secretary-general of the National expert Advisory Committee on Biological Industry Development, by 2015, the output value of China's biological industry will exceed 3 trillion, and will reach about 6 trillion by 2020. Beyond the current scale of electronic and information products manufacturing industry, it has become a new pillar industry of our country. Among them, the hepatitis A vaccine is one of the representatives. Although the market of vaccine products in our country is maturing and perfecting in recent years, the overall marketing level of the industry is still relatively low, and there is still a considerable gap with the advanced marketing model of international large enterprises. This article will take this as the research background, summarizes and combs the main research point of view in this field, strives to analyze its marketing idea again, starts with the analysis of the marketing environment and the marketing present situation of the hepatitis A vaccine in the CCBIO Research Institute. Rethinking and designing the target marketing strategy, pricing strategy, product strategy, promotion strategy, channel strategy and brand strategy of hepatitis A vaccine in CCBIO Institute provide more scientific reference for the marketing of hepatitis A vaccine.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：R186
【參考文獻】
相關(guān)期刊論文 前10條
1 楊三軍;李亞彪;楊玉華;;迎接第四次生育“小高峰”[J];w，
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