市场营销-沛儿13价疫苗广州市场营销策略研究论文.docx

PAGE 沛儿13价疫苗广州市场营销策略研究 【摘要】 近年来，新型疾病的出现以及突发的公共卫生事件无时不刻威胁人类的健康，而接种疫苗预防和控制传染病主要途径之一。人们对于疫苗接种的认知观念的提升，也为各大疫苗厂商新疫苗研发和销售带来了机遇。但由于国内疫苗质量安全问题的频发，疫苗的流通和销售面临政府管制,法律限制，竞争压力以及大众质疑等诸多问题。因此如何能够在众多壁垒中实现疫苗高销量，高创收成为疫苗公司的重大挑战。 本文研究对象为辉瑞公司的沛儿13价多糖结合疫苗产品，针对其目前所在的广州市场的现状，通过问卷收集及结合相关的文献数据，在结合宏观环境和微观环境进行分析，制定相关SWOT模型找到问题所在，最后通过分析细分市场，锁定目标市场及产品差异化市场定位的方法找到了目标市场的策略，运用营销组合的方法将产品准入的前期和后期策略进行整理，找出影响决策的关键所在，再结合媒体的宣传以及疫苗特有的不良反应问题处理进行了综合的论述，给予营销策略的建议。希望基于本文的研究分析，能够辉瑞沛儿13广州市场的发展找到更合适的营销模式。 【关键词】疫苗；预防；营销策略；市场细分 Marketing Strategy Research Of PCV13 In Guangzhou [Abstract] In recent years, the emergence of new diseases and emergent public health events threaten human health, and vaccination is one of the main ways to prevent and control infectious diseases. The improvement of peoples awareness of vaccination has also brought opportunities for major vaccine manufacturers to develop and sell new vaccines. However, due to the frequent occurrence of domestic vaccine quality and safety issues, the circulation and sales of vaccines face many problems such as government regulations, legal restrictions, competitive pressures, and public doubts. Therefore, how to achieve high sales of vaccines among many barriers and high revenue generation has become a major challenge for vaccine companies. The research object of this article is Pfizers PCV13. According to the current state of the Guangzhou market where it is located, it collects relevant literature data through questionnaires, analyzes the macro environment and micro environment, and formulates related SWOT models. Find the problem, finally find the target market strategy by analyzing the market segmentation, locking the target market and product differentiation market positioning, and using the marketing mix method to organize the early and late strategies for product access to find out the impact of decision-making .The key lies in a comprehensive discussion in combination with media publicity and the treatment of vaccine-specific adverse reactions,