长春祈健公司水痘疫苗营销策略研究

发布时间：2018-01-18 09:23

本文关键词：长春祈健公司水痘疫苗营销策略研究　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：在“十三五”规划中,我国对生物医药产业提出了新的发展目标,中国生物医药产业将迎来绝好的发展机遇。2016年初“山东疫苗事件”爆发后,对于二类疫苗市场的销售影响巨大,国家对《疫苗流通和预防接种管理条例》重新进行了修订,疫苗的流通及销售格局发生了巨大的变化。在面临疫苗市场未来巨大的发展潜力以及如此重大的危机下,长春祈健公司在发展过程中存在的问题逐渐显现,主要有以下几点问题:一是公司产品及包装形式单一,存在较大风险,不利于公司的发展。二是水痘疫苗定价不合理,祈健公司在制定招标价格时并未充分考虑竞争对手的情况及各个地区的市场环境。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医护人员手中,最终消费者对祈健公司水痘疫苗的认知度较低。长春祈健生物制品有限公司如何将营销理论与公司的营销实践相结合制定出水痘疫苗的营销策略,是当前需要解决的问题。本文以此为研究背景,以公司的水痘减毒活疫苗为研究对象,以营销理论为基础,从产品、价格、销售及渠道方面入手分析公司水痘疫苗的营销现状,并提出目前公司存在的问题及原因。结合水痘疫苗的宏观环境、微观环境以及SWOT分析,总结出祈健公司水痘疫苗在品牌知名度高、市场占有率第一及质量可靠等方面存在一定优势,劣势主要集中在产品及包装形式单一、研发基础薄弱,随着国家二胎政策的放开及两针法的推广,水痘疫苗将迎来巨大的市场潜力,但国内疫苗企业陆续进入水痘疫苗市场,祈健公司的水痘疫苗也将受到严重挑战。通过构建SWOT矩阵,为祈健公司水痘疫苗选择WO战略。然后通过STP分析,对水痘疫苗市场进行市场细分,为祈健公司水痘疫苗选择适合的目标市场,并将其水痘疫苗定位在中、高端。通过系统的分析,从祈健公司水痘疫苗发展以及面临的机会与挑战的角度,为其制定相应的营销策略。在产品方面,设计了保证质量、增加包装形式及加快研发新产品的策略,在价格上应保持其中高端定位,价格应略高于其他民营企业,在渠道策略方面应建立分级营销渠道,有效利用推广商并且针对不同地区市场做出差异化营销。在促销策略上,通过学术推广、在国内权威杂志及期刊上发表文章以及公益捐赠等为祈健公司建立良好的品牌形象,以达到宣传祈健公司水痘疫苗的手段。最后从制度、人员、资金、质量和售后服务等方面的措施来保障营销策略的顺利实施。本文通过对长春祈健生物制品有限公司水痘疫苗的营销策略分析,提出值得借鉴的营销策略及改进建议,希望对国内生物制药企业提供一定的启示。
[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.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.72

【相似文献】