华润双鹤产品开发战略的选择—选题立项

发布时间：2018-04-15 00:34

本文选题：新兴医药市场 + 专利悬崖　；参考：《首都经济贸易大学》2013年硕士论文

【摘要】：合适的企业战略能引领公司良性发展，能使企业在市场竞争中获胜，选择正确的产品开发战略对一个制药企业来说有战略意义。国际医药市场稳步发展，尤其如今在包括中国在内的新兴医药市场中，医药支出快速发展，而且随着大制药企业重磅产品专利到期带来的市场缺口，给制药企业创造了巨大商机。全球开发创新药的难度越来越大，研发费用越来越高，国际大型制药企业也很难承担，，很多企业纷纷走向仿制药物。在中国政府鼓励创新、新医改以及药品降价等宏观环境背景下，本文通过分析华润双鹤药业的发展历史、现状和公司的战略规划，提出仿创结合，仿中有创，以仿制为主导的产品开发战略。在产品选择上，要做到人无我有--唯一性、人有我新--新颖性、人新我优--优越性，要从包含战略匹配度、研发时机、学术机理、技术门槛、被仿公司、知识产权保护以及投产可行性等七个因素在内的生产和研发维度以及包含市场保护、学术价值、竞争程度、市场容量、价值链评估和内部资源匹配等六个因素在内的市场维度进行品种选择评估体系，按照评分结果将产品画入四个象限来确定是否可以开发该品种。
[Abstract]:The appropriate enterprise strategy can lead to the benign development of the company and make the enterprise win in the market competition. It is of strategic significance for a pharmaceutical enterprise to choose the correct product development strategy.The international pharmaceutical market has developed steadily, especially in the emerging pharmaceutical markets, including China, where pharmaceutical expenditure has developed rapidly, and with the market gap brought about by the expiration of patents on the blockbuster products of large pharmaceutical enterprises,It creates huge business opportunities for pharmaceutical companies.The global development of innovative drugs is becoming more and more difficult, R & D costs are increasing, international large pharmaceutical companies are also very difficult to afford, many companies have moved towards generic drugs.Against the background of the Chinese government encouraging innovation, new medical reform and drug price reduction, this paper analyzes the development history, current situation and strategic planning of China Resources Shuanghe Pharmaceutical Industry, and proposes a combination of imitation and creation.Product development strategy based on imitation.In the selection of products, we should make sure that people have-uniqueness without self, people with new novelty, people with new advantages and advantages. They should include strategic matching degree, research and development opportunity, academic mechanism, technical threshold, and be imitated by the company.The dimensions of production and R & D, including the protection of intellectual property rights and the feasibility of putting into production, including market protection, academic value, degree of competition, market capacity,In the market dimension of value chain evaluation and internal resource matching, a variety selection evaluation system is carried out. According to the evaluation results, the product is drawn into four quadrants to determine whether the product can be developed.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F273.2;F426.72

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