低线城市HPV疫苗营销策略建议  

Suggestions on Marketing Strategies for HPV Vaccines in Low Tier Cities

作　　者：李雪峰 

机构地区：[1]默沙东(中国)投资有限公司疫苗事业部,河北 邯郸

出　　处：《现代市场营销》2025年第1期10-17,共8页Modern Marketing

摘　　要：本文聚焦于低线城市HPV疫苗营销策略,通过对HPV疫苗产品特点、低线城市特定的市场现状、消费人群画像及影响因素进行分析,提出了推动搭建“一、二、三”全方位HPV疫苗推荐路径、推动HPV及疫苗科普知识传播与触达、推动接种门诊提供个性化HPV接种服务、提供多元化HPV疫苗产品、建立专业化HPV疫苗一线营销人员的针对性营销策略建议。旨在提升低线城市HPV疫苗接种率,推动HPV疫苗普及,提升公众健康水平,助力加速消除宫颈癌,同时增强相关疫苗经营企业的疫苗销量,提升其在低线城市的竞争力。This article focuses on the marketing strategy of HPV vaccines in low tier cities. Through analyzing the characteristics of HPV vaccine products, the specific market situation in low tier cities, consumer demographics, and influencing factors, it proposes to promote the establishment of a “one, two, and three” comprehensive HPV vaccine recommendation path, promote the dissemination and reach of HPV and vaccine science knowledge, promote personalized HPV vaccination services in vaccination clinics, provide diversified HPV vaccine products, and establish targeted marketing strategies for professional HPV vaccine frontline marketers. The aim is to improve the HPV vaccine vaccination rate in low tier cities, promote the popularization of HPV vaccines, enhance public health levels, help accelerate the elimination of cervical cancer, and enhance the vaccine sales of related vaccine operating enterprises to improve their competitiveness in low tier cities.

关 键 词：HPV疫苗 低线城市 疫苗经营企业 营销策略 

分 类 号：R73[医药卫生—肿瘤]