Research On The Marketing Strategy For The Vaxigrip Influenza Vaccine Of Sanofi Pasteur Company

In the 13 th five-year plan proposed by the Chinese government,the bio-pharmaceutical industry has been set new development goals,and China's bio-pharmaceutical industry has encountered unprecedented development opportunities.In the beginning of 2016,the " Shandong vaccine events" seriously affected China's vaccine sales,therefore the Chinese government revised the regulations on the administration of the circulation of vaccines.With the promulgation and implementation of the new regulations,the circulation and sales of the vaccines have changed dramatically.In the vaccine market,huge potential for future development is also facing a major crisis under the background,The problems with the marketing strategy of Sanofi Pasteur's flu vaccine are emerging.,sales gradually overtaken by domestic flu vaccine companies.Therefore,under the new situation and new policies,Sanofi Pasteur company needs to solve the current problem is: How to combine theory with practice in the context of new market environment to develop the marketing strategy of Sanofi Pasteur.Paper is based on marketing theory,The research background is that the market environment of the second class vaccine market has changed after the development of the new situation and the promulgation of new regulations on the circulation management of new vaccines,The study was conducted by Sanofi Pasteur's flu vaccine,Combined with the macro and micro environment of flu vaccine and SWOT analysis,the following conclusions are drawn.: Sanofi Pasteur's flu vaccine has an obvious advantage in terms of brand influence,quality,market share and professional degree of marketer.The disadvantage is that the product is too single,the new product cannot be introduced in the near future,the shortage of transit warehousing construction and the over-urbanization of the sales network.As countries two-child policy open,aging society and the improvement of public health prevention consciousness,influenza vaccine will have huge market potential,but gradually into the flu vaccine vaccine companies both at home and abroad market,and to enhance research and development strength,challenges the market dominance of Sanofi Pasteur's flu vaccine.In this paper,the SWOT matrix was constructed based on the analysis of market environment,and the torsion type WO strategy of "taking advantage of external opportunities to make up for internal disadvantage" was selected.Then the influenza vaccine for the STP analysis,under the new market environment,market subdivide the influenza vaccine influenza vaccine target market determines the Jules verne spirit,positioning,spirit flu vaccines for international quality mass flu vaccine.A systematic analysis of the opportunities and challenges faced by the Sanofi Pasteur vaccine in the development of the flu vaccine developed a suitable marketing strategy for it.The marketing strategies developed from product,price,channel and promotion are as follows: develop product strategies to accelerate the introduction of new products and ensure high quality of products;In order to highlight the market positioning of the mass influenza vaccine of its international quality,the pricing strategy of the product price of the domestic influenza production enterprise is set up slightly higher than that of other domestic influenza products.Channel strategy is given with the provincial CDC ‘s vaccine of bidding work,build transit warehouse,and in the remote city efficient education set a good corporate image and public welfare donations.Build transit storage and effective use in remote city promoter,combined with the company self-built sales team advantage and combined with vaccine agent promoter for product marketing and promoting academic,at home and abroad,the authority of the immunology academic magazine and journal articles about products introduction,through the way of innovation to strengthen consumer education and public welfare donation activity to set up good corporate image.Above formulate marketing strategy,to ensure that after the implementation of the New Deal in the vaccine circulation,make the company quickly adapt to the change of market demand to realize the spirit,the growth of the influenza vaccine,reclaim the influenza vaccine market "in the" position.This article through to the Sanofi Pasteur company's influenza vaccine marketing strategy analysis,put forward the marketing strategies and Suggestions for improvement,worthy of learning hope to provide the certain enlightenment to domestic biological pharmaceutical enterprises.