| Summary: | 碩士 === 東海大學 === 高階經營管理碩士在職專班 === 103 === Since cholera vaccine was developed in 1876, which was the world's first preventive vaccine. Vaccine industry became very prosperous after human vaccination, and effective control of infectious diseases, and dramatically reduce the incidence of infectious diseases. However, vaccine production and sales model is different from medicines.How to develop the vaccine industry and sustainable management strategies is an important topic. This study is based on case studies at self pay marketing strategy and consumer behavior, through rotavirus vaccines of market competition pattern and in-depth analysis of marketing strategies. Data was collected from the study of the theory of consumer behavior, sources of expert information and the factors of influencing consumer behaviour, discuss relevant vaccine developed marketing strategies on self pay market.
Rotavirus vaccine was chosen as the subject of the study. Through the analysis of two companies in the Taiwan market profiles of rotavirus vaccines, analysis of the vaccine industry structure, and through interviews of industry experts concluded The two companies ' marketing strategy almost the same between two companies : 1. Media business, 2. focusing a large hospital and the Institute of opinion leaders,3. Focusing on clinic, 4. price competition,.But what are the main reason to cause the differences sales. IN the finding from this study are sales force stability and the vaccine supply with sustainable stability.
Suggested that the two companies should think of different levels in the improvement of marketing strategies and cooperate with government to provide cheaper and high quality vaccine in Taiwan.
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