国内中小医药包装企业蓝海战略运用研究

发布时间：2018-01-17 15:13

本文关键词：国内中小医药包装企业蓝海战略运用研究　出处：《上海外国语大学》2013年硕士论文　论文类型：学位论文

【摘要】：中小医药包装企业是我国包装行业的主体之一。中小医药包装企业自改革开放以来，经历了发展初期，发展期、成熟期，当前很多中小医药包装企业深陷血腥红海之中，对中小医药包装企业蓝海战略的运用研究不仅为中小医药包装企业冲破当前把竞争对手作为标杆，以低质量、低价格为主要竞争手段的红海，而且以不同的视角创建新的市场界限，超越竞争。蓝海战略的核心是价值创新。它不是以竞争对手作为竞争的标尺，也不是盲目把价值创新等同于技术创新，把价值创新等同于高成本、也不把独辟蹊径等同于市场细分。蓝海战略的运用是通过提供独特的价值创新以创造更多的需求，它通过战略曲线图发现市场上存在的现有产品价值，它的作用是充分了解竞争对手的现有特点，捕捉已知市场的竞争现状，市场发展方向，资金投入以及顾客的选择方向从而发展差异化战略。蓝海战略运用是将企业内部资源重新按照市场关注的重要价值创新元素进行分配，企业可以同时兼顾价值差异化和低成本。本文对中国中小医药包装企业的现状进行了分析，分析了内部困境和外部所面临的挑战和发展现状。运用自行归纳的多角分析对中小医药包装企业内部各主要战略要素和外部要素之间的相互影响进行了分析，借用分析工具对中小医药包装企业的外部环境和内部竞争要素进行了分析，利用蓝海战略的系列分析工具分析市场需求，创造价值要素，运用战略步骤验证蓝海战略创意的可行性。最后对中小医药包装企业在执行蓝海战略的过程中如何根据企业的文化与企业组织特点来贯彻执行战略，并且研究处在价值链上的不同元素对蓝海战略的影响。本文最后以上海HS包装公司为实例，分析了一家民营中小医药包装公司如何通过蓝海战略运用，重新构建内部资源，使低成本和差异化得以兼顾并存，重新构建了市场边界。上海HS包装公司通过蓝海战略运用，现在已经发展为集铝箔包装的研发、生产、销售为一体的医药包装企业。本文的研究成果不但对中小医药包装公司如何运用蓝海战略运用有一定的借鉴意义，，而且对其它包装公司如何避开红海开拓属于自己的蓝海也有一定参考价值。
[Abstract]:Small and medium-sized pharmaceutical packaging enterprises are one of the main body of packaging industry in China. Since the reform and opening up, small and medium-sized pharmaceutical packaging enterprises have experienced the initial development, development period, mature period. At present, many small and medium-sized pharmaceutical packaging enterprises are trapped in the bloody Red Sea. The study on the use of blue sea strategy of small and medium-sized pharmaceutical packaging enterprises not only breaks through the competition as a benchmark for small and medium-sized pharmaceutical packaging enterprises, but also with low quality. Low price as the main means of competition, and with different perspectives to create new market boundaries, beyond competition. The core of Blue Ocean strategy is value innovation, which is not based on competitors as a yardstick of competition, nor blindly equates value innovation with technological innovation, and equates value innovation with high cost. The use of blue sea strategy is to provide unique value innovation to create more demand, it finds the existing product value in the market through strategic graph. Its function is to fully understand the existing characteristics of competitors, capture the current situation of the known market competition, market development direction. The use of blue sea strategy is to redistribute the internal resources of the enterprise according to the important value innovation elements of market concern. Enterprises can take into account both value differentiation and low cost. This paper analyzes the current situation of small and medium-sized pharmaceutical packaging enterprises in China. This paper analyzes the internal predicament, the challenges and the development status of the external, and analyzes the interaction between the main strategic elements and the external elements of the small and medium-sized pharmaceutical packaging enterprises by using the self-induced multi-angle analysis. Using the analysis tools to analyze the external environment and internal competition factors of small and medium-sized pharmaceutical packaging enterprises, using the blue sea strategy of a series of analysis tools to analyze market demand, create value elements. Finally, how to carry out the strategy according to the culture and organizational characteristics of the small and medium-sized pharmaceutical packaging enterprises in the implementation of the blue sea strategy. And study the impact of different elements in the value chain on the blue sea strategy. Finally, taking Shanghai HS Packaging Company as an example, this paper analyzes how a private medium and small medical packaging company reconstructs internal resources through the use of blue sea strategy, so that low cost and differentiation can coexist. Shanghai HS Packaging Company has developed into research and production of aluminum foil packaging through blue sea strategy. Sales as one of the pharmaceutical packaging enterprises. The research results of this paper not only for small and medium-sized pharmaceutical packaging companies how to use the blue sea strategy has a certain reference significance. And other packaging companies how to avoid the Red Sea to develop their own blue sea also has a certain reference value.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.8

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