“YCRF”医药有限公司发展战略研究

发布时间：2018-01-12 12:39

本文关键词：“YCRF”医药有限公司发展战略研究　出处：《武汉纺织大学》2013年硕士论文　论文类型：学位论文

【摘要】：医药行业一直被誉为“朝阳产业”，自我国实行医疗改革政策以来，一直保持较快的增长速度，已经成为我国国民经济的重要组成部分。在2005年前后，，随着国家医疗改革的逐步深化，医疗行业的内外环境发生了巨大变化。”YCRF”作为一家成立不久的中小型医药制造企业，在成立之初就面临了医改带来的巨大商机，但同样面临着医疗市场上营销水准偏低、生产规模小、市场竞争激烈、原材料涨价等多重压力。这些商机与压力对企业未来的成长发展既有机遇也有挑战。”YCRF”若要在市场中获得较快的成长，必须从整体上对自身状况进行全面评估，在战略高度上调整企业自身的竞争目标和经营行为，研究并制定适应于企业自身的健康、持续、发展的竞争战略，才能充分整合资源，发挥比较优势，进而提高自身竞争力。本文通过对”YCRF”制药有限公司的内、外环境分析，从而总结出”YCRF”制药有限公司的核心竞争力，并利用SWOT分析法，提出了”YCRF”制药有限公司的总体竞争战略及职能竞争战略，认为在未来发展中应确立营销增长型的企业发展模式，以麻醉领域药品及止痛普药的经营为主体，以麻醉相关器械和新型服务产品的经营为两辅，以关联拓展、虚拟经营和增值服务为战略导向，构建全国性的营销、服务和信息网络，打造“麻醉用品领域集成供应商”，在全国普通消费者中成为的“止痛领域”第一品牌。本文是针对”YCRF”制药有限公司的竞争战略进行实证分析和研究，研究成果不仅对”YCRF”具有实用价值，同时对其他中小医药企业也具有一定的借鉴意义。
[Abstract]:Pharmaceutical industry has been known as "sunrise industry", since the implementation of medical reform policy, has been maintaining a relatively fast growth rate, has become an important part of the national economy. In 2005 or so. With the gradual deepening of the national medical reform, the internal and external environment of the medical industry has undergone tremendous changes. "YCRF" as a small and medium-sized pharmaceutical manufacturing enterprise soon established. At the beginning of its establishment, it faces the huge business opportunities brought by the medical reform, but it also faces the low level of marketing in the medical market, small scale of production and fierce competition in the market. These business opportunities and pressures have both opportunities and challenges for the future growth and development of enterprises. "YCRF" in order to obtain faster growth in the market. We must make an overall assessment of our own situation, adjust the competitive objectives and management behaviors of the enterprises in the strategic height, and study and formulate a competitive strategy suitable for the healthy, sustainable and development of the enterprises themselves. Ability to fully integrate resources, play comparative advantage, and then improve their competitiveness. By analyzing the inner and outer environment of "YCRF" Pharmaceutical Co., Ltd., this paper summarizes the core competitiveness of "YCRF" Pharmaceutical Co., Ltd., and uses SWOT analysis method. The overall competitive strategy and functional competition strategy of "YCRF" Pharmaceutical Co., Ltd. are put forward, and the enterprise development mode of marketing growth should be established in the future development. Taking the management of narcotic drugs and general analgesic drugs as the main body, taking the operation of anesthetic related instruments and new service products as two auxiliary, and taking the related expansion, virtual operation and value-added service as strategic direction, the national marketing is constructed. Service and information network, to create an "integrated supplier of narcotic products", the country's average consumer "pain field" the first brand. This paper is an empirical analysis and research on the competitive strategy of "YCRF" Pharmaceutical Co., Ltd., and the research results are not only of practical value to "YCRF". At the same time to other small and medium-sized pharmaceutical enterprises also have certain reference significance.
【学位授予单位】：武汉纺织大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F426.72

【参考文献】