新医改条件下H药业公司竞争战略研究

发布时间：2018-06-28 14:25

本文选题：新医改 + 医药企业　；参考：《山东理工大学》2013年硕士论文

【摘要】：随着我国新医改的不断深化开展,医药行业的格局不断发生变化,医药企业面临的市场竞争环境也发生了明显的变化。新医改释放了医疗需求,带动了药品需求的增长,这为药品流通业提供了市场机遇,但同时医药市场的监管工作力度越来越大,医药行业的管理越来越规范,新的招标制度和新版GMP认证的实施等对医药企业的竞争环境造成了很大的影响。H药业公司是一家集科工贸于一体以生产大容量注射剂为主的大型综合型制药企业,在山东省区域内品牌和市场占有率有明显的优势。作为一家地域性特色制药企业,近年来面临着成本不断上升,利润不断下滑,竞争压力越来越大,企业发展步伐逐步变慢的情况。在这种情况下,如何利用新医改形势下政策和市场环境的变化,找准市场目标定位,科学合理地制定行之有效地竞争战略并加以实施,不断扩大市场份额,保证企业的可持续发展,是H药业公司的当务之急。本文首先介绍了选题背景,从理论和实践两个方面阐述了选题的意义,介绍了本文研究的思路、方法和框架,详述了国内外研究的现状,回顾了竞争战略和SWOT分析理论和波特五力模型等管理理论的基本内容。随后本文系统地分析了企业所处的外部环境并通过波特五力模型分析了在新医改形势下企业所处的竞争环境中购买者、供应商、竞争者、市场潜在进入者和替代品的有关情况及对企业的影响。然后从企业的组织结构,人力资源管理,主营产品和研发能力,营销策略和渠道,企业文化和信息化几个方面全面分析了企业的内部环境。基于企业内外部环境分析的基础上利用SWOT分析H药业公司在目前在医药行业市场竞争中存在的优势和劣势、机会和威胁,并列出SWOT矩阵分析表,最后为H药业公司选择了差异化竞争战略,并重点通过产品差异化、质量差异化和营销渠道差异化进行实施,目的是帮助企业避开价格竞争,在特定区域形成优势市场,从而产生较高收益,增长利润,保障科研经费支出,克服市场不稳定的劣势,形成良性循环。本文对H药业公司在新医改条件下制定积极有效地竞争战略具有一定的现实指导意义,同时也分析了新医改对医药企业的深远影响,对其他医药企业的未来发展方向提供一定的借鉴和参考。
[Abstract]:With the deepening of the new medical reform in China, the pattern of the pharmaceutical industry has changed constantly, and the market competition environment faced by the pharmaceutical enterprises has also changed obviously. The new medical reform has released the medical demand and led to the growth of drug demand. This has provided a market opportunity for the pharmaceutical circulation industry, but at the same time, the supervision of the pharmaceutical market has become more and more powerful, and the management of the pharmaceutical industry has become more and more standardized. The new bidding system and the implementation of the new GMP certification have had a great impact on the competitive environment of pharmaceutical enterprises. H Pharmaceutical Company is a large comprehensive pharmaceutical enterprise that integrates science, industry, trade and production of large volume injections. In Shandong Province region brand and market share has obvious advantage. As a regional characteristic pharmaceutical enterprise, in recent years, it is faced with the situation that the cost is rising, the profit is declining, the competition pressure is increasing, and the development of the enterprise is becoming slower and slower. In this case, how to make use of the change of policy and market environment under the new medical reform situation, find out the market target position, scientifically and reasonably formulate the effective competitive strategy and implement it, and expand the market share continuously. Guarantee the sustainable development of the enterprise, is the urgent matter of H pharmaceutical company. This paper first introduces the background of the topic, expounds the significance of the topic from both theoretical and practical aspects, introduces the ideas, methods and framework of this study, and details the current research situation at home and abroad. The basic contents of competitive strategy, SWOT analysis theory and Porter's five-force model are reviewed. Then this paper systematically analyzes the external environment of the enterprise and analyzes the buyers, suppliers and competitors in the competitive environment of the enterprise under the new medical reform situation through Porter's five-force model. Market potential entrants and alternatives related to the situation and the impact on the enterprise. Then the internal environment of the enterprise is comprehensively analyzed from the following aspects: organizational structure, human resource management, main products and R & D capability, marketing strategy and channel, enterprise culture and information technology. Based on the analysis of the internal and external environment of enterprises, SWOT is used to analyze the strengths and weaknesses, opportunities and threats of H pharmaceutical companies in the current market competition in the pharmaceutical industry, and the SWOT matrix analysis table is given. Finally, we choose the strategy of differentiation competition for H pharmaceutical company, and focus on the implementation of product differentiation, quality differentiation and marketing channel differentiation. The purpose of this strategy is to help enterprises avoid price competition and form an advantage market in specific regions. So it can produce higher income, increase profit, guarantee the expenditure of scientific research, overcome the disadvantage of market instability, and form a virtuous circle. This paper has some practical significance for H Pharmaceutical Company to formulate active and effective competitive strategy under the condition of new medical reform, and also analyzes the far-reaching influence of the new medical reform on pharmaceutical enterprises. To other pharmaceutical enterprises in the future development direction to provide certain reference and reference.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F426.72

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