苏中药业企业竞争战略研究

发布时间：2018-01-28 00:48

本文关键词： 苏中药业环境分析竞争战略　出处：《南京理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着医药产业的高速发展,以及我国医疗卫生体制的进一步改革,以现代中药为主的苏中药业集团股份有限公司正面临复杂多变的外部生存环境。而行业竞争格局的改变以及企业自身的缺陷,使得企业的发展面临严峻挑战。苏中药业应如何定位,采取何种竞争策略,以较快的速度进一步拓展医药市场,提高市场份额,成为公司当前面临的重要问题。本文在运用PEST框架分析政治、经济、社会、技术等宏观环境,同时运用波特的五力模型分析医药行业的整体竞争环境,从外部环境得出企业面临的机遇与威胁。运用价值链分析法考察企业基本活动和辅助活动,从内部环境得出企业自身的优势与劣势。结合苏中药业企业战略定位,对三种竞争战略的可行性进行分析,得出是结论是：苏中药业应实施差异化竞争战略,以有效区别于竞争对手。具体措施包括：研发医药新品种,实现产品差异化；转变营销模式,实现营销差异化；重视品牌塑造和推广,实现形象差异化；提升服务质量,实现服务差异化。为确保战略的有效运行,制定了配套的保障措施：优化企业组织结构、加强人才队伍建设以及传承发扬优秀企业文化。
[Abstract]:With the rapid development of the pharmaceutical industry and the further reform of the medical and health system in China. The Suzhong Pharmaceutical Group Co., Ltd., which is based on modern Chinese medicine, is facing the complicated and changeable external living environment, and the changes of the competition pattern of the industry and the defects of the enterprises themselves. The development of enterprises is faced with severe challenges. How to position and what competitive strategy should be adopted to further expand the pharmaceutical market and increase market share. Become the important problem that the company faces at present. This paper uses PEST framework to analyze the macro environment such as politics, economy, society, technology and so on. At the same time, it uses Porter's five-force model to analyze the overall competitive environment of the pharmaceutical industry. The opportunities and threats faced by enterprises are derived from the external environment, and the basic and auxiliary activities of enterprises are investigated by value chain analysis. From the internal environment, the advantages and disadvantages of the enterprises themselves. Combined with the strategic positioning of the pharmaceutical enterprises in Jiangsu Province, the feasibility of the three competitive strategies is analyzed, and the conclusion is: the differentiated competitive strategy should be implemented in the pharmaceutical industry in the central Jiangsu Province. In order to effectively distinguish from competitors. Specific measures include: research and development of new varieties of medicine to achieve product differentiation; Changing marketing mode and realizing marketing differentiation; Pay attention to brand shaping and promotion, achieve image differentiation; In order to ensure the effective operation of the strategy, some supporting measures have been formulated, such as optimizing the organizational structure of the enterprise, strengthening the construction of the talent team and inheriting and carrying forward the excellent enterprise culture.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.72;F272

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