CCBIO研究所甲肝疫苗营销策略研究
发布时间:2018-07-23 19:20
【摘要】: 21世纪是生物科技发展的黄金时代,是生命科学世纪。这意味着生物医药的发展和进步将给人类健康和经济活动带来深远影响。 据国家生物产业发展专家咨询委员会秘书长王昌林预测,到2015年,中国生物产业的产值规模将超过3万亿,到2020年会达到6万亿左右,超过目前我国电子信息产品制造业的规模,成为我国的新兴支柱产业。其中,甲肝疫苗就是其中的代表。 虽然近年来我国疫苗制品市场在不断成熟和完善,但行业总体营销水平还比较低,与国际大企业先进的营销模式还有相当大的差距。本文将以此为研究背景,归纳梳理该领域主要研究者的观点,力求重新解析其营销理念,从CCBIO研究所甲肝疫苗营销环境和营销现状的分析入手,重新思考和设计CCBIO研究所甲肝疫苗的目标市场营销战略,定价策略,产品策略,促销策略,渠道策略以及品牌策略,为企业甲肝疫苗的销售提供更为科学的决策参考。
[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.
【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
[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.
【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
【参考文献】
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