C企业甲肝疫苗营销策略研究

发布时间：2018-05-15 03:12

本文选题：甲肝疫苗 + 营销　；参考：《吉林大学》2010年硕士论文

【摘要】： 甲型肝炎(甲肝)是由甲肝病毒感染人体引发的一种急性传染病。我国是甲肝流行较严重的国家之一,每年估计有24万新发病例。预防甲肝最有效的方法就是接种甲肝疫苗。2007年12月,国家卫生部通知印发《扩大国家免疫规划实施方案》,提出将甲肝疫苗纳入国家免疫规划,对适龄儿童进行常规接种。此举将增加甲肝疫苗的需求。有关专家预计,2010-2012年,国内甲肝疫苗的需求量将达到3000-3500万人份。根据《方案》要求,用于1.5周岁儿童接种的甲肝疫苗作为一类疫苗由国家采购,其他年龄组接种的甲肝疫苗则以二类疫苗销售。2009年国家发改委下调了甲肝疫苗作为国家免疫规划疫苗的最高出厂价格,使甲肝疫苗销售市场面临机遇和挑战并存的局面。如果不调整并制定有效的营销策略,将无法抓住甲肝疫苗市场需求量提高的机遇,导致甲肝疫苗生产企业利润降低。 C企业在国内外率先成功研制并生产的冻干甲型肝炎减毒活疫苗采用L-A-1株,是具有独立知识产权的高科技生物产品,现已形成规模化生产,是为企业创造经济效益的支柱产品之一。因此,克服因国家免疫规划(一类疫苗)招标价格低于市场价格,使企业甲肝疫苗销售收入降低,从而带来利润降低的不利因素,运用市场营销理论制定合理的市场营销计划,提高甲肝疫苗的市场占有率,增加企业经济效益,是提高企业竞争力的关键。以此为背景,本人尝试对该领域内主要贡献者的观点进行归纳梳理,探索和尝试适合企业发展的营销理念,对C企业甲肝疫苗产品的营销策略进行探求和分析,以期对企业的甲肝疫苗销售提供更为科学的参考决策。本文主要从甲肝疫苗市场环境和营销现状进行分析,结合企业甲肝疫苗营销的实际情况,确立了目标市场,通过产品差别化、服务差别化、人员差别化、形象差别化等四种市场定位形式对目标市场进行市场定位。通过制定合理的产品策略、渠道策略、价格策略和促销策略,用以满足企业甲肝疫苗的营销目标的实现。最后针对疫苗类产品营销的特殊性,总结了制度、资金、人员、质量、服务等方面对于营销策略的保障措施,从而保证营销的顺利进行。
[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.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：R186

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