M医药公司差异化竞争战略研究
发布时间：2018-07-26 11:37
【摘要】：医药卫生行业与广大人民群众的生活密切相关，对我国经济社会的稳定与发展有着非常重要的影响。同时，医药行业又是一个技术密集型和资金密集型行业。当前，我国正处于快速发展的时期，对医药领域的发展水平有着较高的要求。制药企业作为医药卫生事业重要的组成部门，要随着经济社会的变革而提高自身的经营水平，调整自身的发展机制，，促进技术水平与生产水平的创新，逐步提高医药企业的规模化发展，提高我国医药企业的市场占有率，提高产品质量，满足人民群众日益增长的医药卫生需求。M医药有限公司是一家综合性的医药经营企业，集医药生产、批发和零售与一体。公司成立初期，随着我国经济的发展而快速发展，实现了规模化发展，在制药行业内具有一定的影响力。然后，随着医药企业数量的逐步增多，竞争对手的实力不断增强，M医药公司的市场地位受到严重挑战。在外部环境与内部体制已经变化的情况下，需要M医药公司管理层认真分析内外部环境的深刻变化，制定有效地应对机制，在激烈的市场竞争面前维护自身优势，扩大市场占有率。在新的市场条件下继续保持自身的发展。 本文以M医药公司为案例，对其目前的经营状况与战略体系进行研究，针对M医药公司的实际情况讨论差异化战略对M医药公司的适用。首先，本文对相关的战略管理理论和相关的分析工具进行了整理，提出本文研究的基本方法与逻辑路径。然后分析了M医药公司目前面临的外部环境与内部环境。在此基础上，提出M医药公司进行差异化战略实施的内容。外部环境对企业的发展有着非常重要的影响，M医药公司面临的外部环境已经发生的深刻的变革，对M医药公司的发展战略进行重构就必须对外部环境进行把握。本文运用PEST分析方法，对M医药公司面临的宏观环境进行了分析，其次对M医药公司所处的行业环境进行了分析，对其竞争对手进行了对比研究，并且识别了M医药公司的优势与劣势、机会与威胁。在对M医药公司内部进行分析时，重点研究了M医药公司内部的管理结构、目前的人才状况、企业经营管理的效率、企业目前的营销方式与渠道等。对公司内部的研究有利于了解公司的资源，进而提出适当的战略方案。针对M公司的具体情况提出适合于M医药公司的差异化发展战略是本文的重点，本文对M医药公司的整体情况情况进行了了解之后，对具体的战略方案与方法进行了选择与评估，提出了差异化战略是M医药公司促进自身发展的有效战略。对该战略的实施与保障措施进行了分析和讨论。通过差异化战略的实施实现M医药公司在新的条件下保持持续的发展。
[Abstract]:The medical and health industry is closely related to the life of the broad masses of the people and has a very important influence on the stability and development of our country's economy and society. At the same time, the pharmaceutical industry is a technology-intensive and capital-intensive industries. At present, our country is in the period of rapid development, the development level of the field of medicine has higher requirements. Pharmaceutical enterprises, as an important component of the medical and health industry, should improve their management level, adjust their own development mechanism, and promote the innovation of technology and production level along with the economic and social changes. Step by step to improve the scale development of pharmaceutical enterprises, to increase the market share of Chinese pharmaceutical enterprises, to improve the quality of products, and to meet the increasing medical and health needs of the people. M Pharmaceutical Co., Ltd. is a comprehensive pharmaceutical business enterprise. Set pharmaceutical production, wholesale and retail with one. At the beginning of its establishment, with the rapid development of economy in our country, the company has realized large-scale development and has certain influence in the pharmaceutical industry. Then, with the increasing number of pharmaceutical companies, the market position of the pharmaceutical company is seriously challenged. When the external environment and internal system have changed, it is necessary for the management of M Pharmaceutical Company to seriously analyze the profound changes in the internal and external environment, formulate effective coping mechanisms, and safeguard their own advantages in the face of fierce market competition. Expand market share. In the new market conditions continue to maintain their own development. This paper takes M Pharmaceutical Company as an example, studies its current operating situation and strategic system, and discusses the application of differentiation strategy to M Pharmaceutical Company in view of the actual situation of M Pharmaceutical Company. Firstly, this paper collates the relevant strategic management theory and related analysis tools, and puts forward the basic method and logical path of this paper. Then it analyzes the external environment and internal environment that M Pharmaceutical Company is facing at present. On this basis, put forward M pharmaceutical company to carry out differentiation strategy implementation content. The external environment has a very important impact on the development of enterprises. The external environment of M Pharmaceutical Company has undergone profound changes. To reconstruct the development strategy of M Pharmaceutical Company, we must grasp the external environment. In this paper, PEST analysis method is used to analyze the macro environment faced by M Pharmaceutical Company. Secondly, the industry environment of M Pharmaceutical Company is analyzed, and its competitors are compared. And identified M pharmaceutical company's strengths and weaknesses, opportunities and threats. In the internal analysis of M pharmaceutical company, the paper focuses on the internal management structure of M pharmaceutical company, the current talent situation, the efficiency of enterprise management, the current marketing mode and channel of M pharmaceutical company. Research within the company is conducive to understanding the company's resources, and then put forward an appropriate strategic plan. According to the specific situation of M company, it is the focus of this paper to put forward the strategy of differentiation development suitable for M pharmaceutical company. After understanding the overall situation of M pharmaceutical company in this paper, This paper selects and evaluates the specific strategic plan and method, and puts forward that the differentiation strategy is an effective strategy for M Pharmaceutical Company to promote its own development. The implementation and safeguard measures of the strategy are analyzed and discussed. Through the implementation of differentiation strategy, M Pharmaceutical Company to maintain sustainable development under the new conditions.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F426.72
本文编号：2145888
[Abstract]:The medical and health industry is closely related to the life of the broad masses of the people and has a very important influence on the stability and development of our country's economy and society. At the same time, the pharmaceutical industry is a technology-intensive and capital-intensive industries. At present, our country is in the period of rapid development, the development level of the field of medicine has higher requirements. Pharmaceutical enterprises, as an important component of the medical and health industry, should improve their management level, adjust their own development mechanism, and promote the innovation of technology and production level along with the economic and social changes. Step by step to improve the scale development of pharmaceutical enterprises, to increase the market share of Chinese pharmaceutical enterprises, to improve the quality of products, and to meet the increasing medical and health needs of the people. M Pharmaceutical Co., Ltd. is a comprehensive pharmaceutical business enterprise. Set pharmaceutical production, wholesale and retail with one. At the beginning of its establishment, with the rapid development of economy in our country, the company has realized large-scale development and has certain influence in the pharmaceutical industry. Then, with the increasing number of pharmaceutical companies, the market position of the pharmaceutical company is seriously challenged. When the external environment and internal system have changed, it is necessary for the management of M Pharmaceutical Company to seriously analyze the profound changes in the internal and external environment, formulate effective coping mechanisms, and safeguard their own advantages in the face of fierce market competition. Expand market share. In the new market conditions continue to maintain their own development. This paper takes M Pharmaceutical Company as an example, studies its current operating situation and strategic system, and discusses the application of differentiation strategy to M Pharmaceutical Company in view of the actual situation of M Pharmaceutical Company. Firstly, this paper collates the relevant strategic management theory and related analysis tools, and puts forward the basic method and logical path of this paper. Then it analyzes the external environment and internal environment that M Pharmaceutical Company is facing at present. On this basis, put forward M pharmaceutical company to carry out differentiation strategy implementation content. The external environment has a very important impact on the development of enterprises. The external environment of M Pharmaceutical Company has undergone profound changes. To reconstruct the development strategy of M Pharmaceutical Company, we must grasp the external environment. In this paper, PEST analysis method is used to analyze the macro environment faced by M Pharmaceutical Company. Secondly, the industry environment of M Pharmaceutical Company is analyzed, and its competitors are compared. And identified M pharmaceutical company's strengths and weaknesses, opportunities and threats. In the internal analysis of M pharmaceutical company, the paper focuses on the internal management structure of M pharmaceutical company, the current talent situation, the efficiency of enterprise management, the current marketing mode and channel of M pharmaceutical company. Research within the company is conducive to understanding the company's resources, and then put forward an appropriate strategic plan. According to the specific situation of M company, it is the focus of this paper to put forward the strategy of differentiation development suitable for M pharmaceutical company. After understanding the overall situation of M pharmaceutical company in this paper, This paper selects and evaluates the specific strategic plan and method, and puts forward that the differentiation strategy is an effective strategy for M Pharmaceutical Company to promote its own development. The implementation and safeguard measures of the strategy are analyzed and discussed. Through the implementation of differentiation strategy, M Pharmaceutical Company to maintain sustainable development under the new conditions.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F426.72
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