惠氏制药有限公司沛儿疫苗黑龙江市场营销策略研究工商管理专业论文.docx

哈尔滨工业大学工商管理硕士学位论文 哈尔滨工业大学工商管理硕士学位论文 - - II - Abstract With the rapid development of Chinas national economy, the gradual deepening of the national health system, disease prevention and control system of the establishment and development has increasingly gained national attention. Since 2008, the national expanded a Programme on Immunization a nd provided a broad market space. From the research of Marketing Strategy of Wyeth Pharmaceuticals vaccine in children of Heilongjiang , this paper start to explore new vaccines market conditions , how to market segmentation, differentiation, product posit ioning, and the use of comprehensive marketing strategy to the appropriate management of social organizations. In this paper, the combination of macro and micro approach to study the market environment Wyeth Pei Miao, and explore in the new market environm ent, where Wyeth vaccine development. On this basis, With the use of SWOT analysis and some other modern management methods, on a strategic analysis of Wyeth vaccine, respectively, from the vaccine industrys development status, characteristics of the vaccine industry, the current problems and development trend analysis, but also around the macro-and micro- the status of the marketing environment analysis and use of SWOT analysis to analyze strengths and weaknesses, opportunities and threats, identified the the key issues. Finally, with target market segmentation and target market selection and product positioning target market, looking for differentiation of the target market decision-making programs. With the use of marketing mix 4Ps unique programs, respectively, from policy, POV , parents and paediatricians area and found the impact of various key marketing decisions, but also through cooperation with the media to expand the influence , finally, for the unique characteristics of the vaccine, how to correct the problem side. This paper is around marketing strategy, and developed a se