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论文编号：	14414
作者编号：	2320213515
上传时间：	2023/12/15 11:30:11
中文题目：	KN疫苗公司非免疫规划疫苗品牌 营销策略研究
英文题目：	Research on Brand Marketing Strategy of Non-Immunization Programme Vaccines of KN Company
指导老师：	许晖教授
中文关键字：	KN公司；非免疫规划疫苗；品牌营销策略；市场竞争
英文关键字：	KN Vaccine Company；non-immunization program vaccines；brand strategy；Market competition
中文摘要：	2020年，COVID-19疫情对全球经济产生了深远的影响。一方面，这让疫苗行业进入了一个较为特殊的时期，新冠疫苗的研发加速了腺病毒载体、mRNA等新技术路线的应用，国内疫苗企业迎来技术创新升级的机遇；疫苗已成为家喻户晓的抗疫产品，民众的健康防范意识与疫苗预防接种意识有所提升，成人疫苗市场有望进一步拓展；全球抗疫也客观促进了国产疫苗产品的出口，加速了中国疫苗企业国际化进程。但另一方面，后疫情时代，国内新冠疫苗业绩的快速清零，也给相关疫苗公司等带来了业绩大幅波动。 KN疫苗公司作为近十年来最具代表性的研发型初创疫苗企业，致力于研发、生产和商业化创新、优质、可及的人用疫苗，是行业内较为领先的高新技术企业，但截至目前KN疫苗公司重磅品种渗透率仍然较低。随着国内疫苗企业加大研发力度，各类疫苗在研管线不断丰富，已上市重磅品种持续放量支持未来长期增长。KN疫苗公司面临的市场竞争与压力会越来越大，特别是对于非免疫规划疫苗的同类疫苗产品，多家疫苗企业的产品品牌优势及产品竞争力会表现得尤为重要。欧美的四大疫苗品牌已经在全球市场上建立了强大的品牌形象和忠实的客户基础。与之相比，KN疫苗公司等国内疫苗品牌则更多地依赖于技术创新与政策支持，缺乏有效的品牌策略，在全球及国内疫苗市场上的品牌认知度还远远不够。正是由于疫苗这门生意护城河较高，预计未来依然会维持强者恒强的竞争态势。 本研究以PEST、波特五力模型等市场营销战略相关理论进行了非免疫规划疫苗行业的宏观环境分析及竞争环境分析，结合KN公司发展现状及SWOT分析，找出当前非免疫规划疫苗业务发展所面临的品牌策略问题。通过品牌策略的相关理论分析适合KN公司非免疫规划疫苗业务的目标市场及定位，进而从品牌营销的角度提出了品牌定位、品牌元素、品牌传播以及品牌体验四个方面的优化策略，同时为不同策略的实施提出相应的保障措施。
英文摘要：	In 2020, the COVID-19 pandemic had a profound impact on the global economy. Vaccines have become well-known anti-epidemic products, people's awareness of health precautions and vaccination has improved, and the adult vaccine market is expected to further expand. The global anti-epidemic has also objectively promoted the export of domestic vaccine products and accelerated the internationalization process of Chinese vaccine enterprises. However, the rapid zeroing of domestic new crown vaccine performance has also brought significant fluctuations in the performance of related vaccine companies. As the most representative R&D start-up vaccine company in the past decade, the penetration rate of KN Vaccine Company's key varieties is still low. As domestic vaccine companies increase their R&D efforts, the pipeline of various types of vaccines under research continues to be enriched, and the number of blockbuster varieties that have been listed continues to support long-term growth in the future. KN vaccine companies will face increasing market competition and pressure, especially for similar vaccine products of non-immunization program vaccines, and the product brand advantages and product competitiveness of many vaccine companies will be particularly important. This study uses the marketing strategy related theories such as PEST and Porter's five forces model to analyze the macro environment and competitive environment of the non-immunization program vaccine industry, SWOT analysis to find out the brand strategy problems faced by the current non-immunization program vaccine business development. Through the relevant theoretical analysis of brand strategy, the target market and positioning suitable for KN's non-immunization program vaccine business are analyzed, and then the brand element optimization strategy are proposed for the implementation of different strategies.
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