H医药股份有限公司发展战略研究
发布时间：2019-01-02 12:59
【摘要】：随着医药行业政策的频繁出台,医药流通行业市场竞争日趋激烈,医药企业利润呈下降趋势。而我国经济的快速发展、人口老龄化趋势,慢性病患者数量日益增加,将促使药品需求量快速增长。医药流通行业“十二五”规划出台后,行业集中度将进一步提升,规模型医药流通企业将迎来“黄金十年”的大好机遇。H公司是一家综合性医药流通上市公司,近年来在公司高层努力经营下,已经发展成为在浙江省具有较强的影响力的医药流通企业。但是H公司目前盈利能力较弱,缺乏核心竞争力,发展速度与行业中医药巨头企业相比还存在一定的差距,迫切需要重新制定新战略,使H公司在新医药经济形势下保持快速发展。 本文在提出行业背景及研究意义后,论述了战略理论,运用SWOT分析法和PEST分析法,根据分析结果,提出H公司发展战略,选择了差异化战略作为竞争战略,从而使H公司能在激烈的市场竞争中获取竞争优势。本文认为H公司实施差异化战略可有效抵御外部环境的竞争压力,在竞争中获得主动权和核心竞争力,使H公司保持竞争优势。 本文运用PEST分析法,分析了H公司的外部环境,得出国内经济保持平稳增长,人口老龄化趋势等因素将促使药品需求量增长结论。通过运用SWOT分析法,对H公司的优势劣势、机会和威胁进行分析,剖析了医药流通行业的整体竞争环境,帮助H公司辨别自身所面临的机遇与挑战。 根据PEST分析法和SWOT分析法分析得出的结果,H公司选择差异化战略作为竞争战略,差异化战略将有效改变H公司经营现状,并帮助H公司适应不断变化的外部环境。在H公司具体实施差异化战略的过程中,具体通过产品差异化、渠道差异化、服务差异化、品牌差异化和发展中药全产业链差异化等战略来获取竞争优势。在选择H公司战略后,为确保战略有效实施,实现可持续发展战略目标,H公司采取了调整组织架构、建设人力资源体系等保障措施,使H公司战略得以顺利实施。
[Abstract]:With the frequent introduction of pharmaceutical industry policies, the market competition of pharmaceutical circulation industry is becoming more and more fierce, and the profit of pharmaceutical enterprises is declining. The rapid development of Chinese economy, the aging trend of population and the increasing number of chronic disease patients will promote the rapid growth of drug demand. After the introduction of the 12th Five-Year Plan for the pharmaceutical circulation industry, the industry concentration will be further enhanced, and the large-scale pharmaceutical circulation enterprises will have a good opportunity of "golden decade." H Company is a comprehensive pharmaceutical circulation listed company. In recent years, it has developed into a pharmaceutical circulation enterprise with strong influence in Zhejiang province. However, at present, H Company is weak in profitability, lacking in core competitiveness, and still has a certain gap in the speed of development compared with the Chinese medicine giant enterprises in the industry. Therefore, it is urgent to reformulate a new strategy. So that H company in the new pharmaceutical economic situation to maintain rapid development. After putting forward the industry background and research significance, this paper discusses the strategic theory, using SWOT analysis and PEST analysis, according to the analysis results, puts forward the H company's development strategy, selects the differentiation strategy as the competition strategy. Thus, H Company can gain competitive advantage in the fierce market competition. This paper holds that H Company can effectively resist the competitive pressure from the external environment and gain the initiative and core competence in the competition, so that H Company can maintain its competitive advantage. In this paper, the external environment of H Company is analyzed by using PEST analysis method, and the conclusion is drawn that domestic economy keeps steady growth, population aging trend and other factors will promote the increase of drug demand. By means of SWOT analysis, this paper analyzes the strengths, weaknesses, opportunities and threats of H Company, analyzes the overall competitive environment in the pharmaceutical circulation industry, and helps H Company distinguish the opportunities and challenges it faces. According to the results of PEST analysis and SWOT analysis, H company chooses differentiation strategy as competition strategy, which will effectively change H company management status and help H company adapt to the changing external environment. In the process of implementing the differentiation strategy in H Company, the competitive advantage is gained through the strategies of product differentiation, channel differentiation, service differentiation, brand differentiation and the development of traditional Chinese medicine industry chain differentiation. In order to ensure the effective implementation of the strategy and realize the strategic goal of sustainable development, H Company has adopted the measures of adjusting the organizational structure and constructing the human resource system, so that the strategy of H Company can be carried out smoothly.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.72;F272
本文编号：2398516
[Abstract]:With the frequent introduction of pharmaceutical industry policies, the market competition of pharmaceutical circulation industry is becoming more and more fierce, and the profit of pharmaceutical enterprises is declining. The rapid development of Chinese economy, the aging trend of population and the increasing number of chronic disease patients will promote the rapid growth of drug demand. After the introduction of the 12th Five-Year Plan for the pharmaceutical circulation industry, the industry concentration will be further enhanced, and the large-scale pharmaceutical circulation enterprises will have a good opportunity of "golden decade." H Company is a comprehensive pharmaceutical circulation listed company. In recent years, it has developed into a pharmaceutical circulation enterprise with strong influence in Zhejiang province. However, at present, H Company is weak in profitability, lacking in core competitiveness, and still has a certain gap in the speed of development compared with the Chinese medicine giant enterprises in the industry. Therefore, it is urgent to reformulate a new strategy. So that H company in the new pharmaceutical economic situation to maintain rapid development. After putting forward the industry background and research significance, this paper discusses the strategic theory, using SWOT analysis and PEST analysis, according to the analysis results, puts forward the H company's development strategy, selects the differentiation strategy as the competition strategy. Thus, H Company can gain competitive advantage in the fierce market competition. This paper holds that H Company can effectively resist the competitive pressure from the external environment and gain the initiative and core competence in the competition, so that H Company can maintain its competitive advantage. In this paper, the external environment of H Company is analyzed by using PEST analysis method, and the conclusion is drawn that domestic economy keeps steady growth, population aging trend and other factors will promote the increase of drug demand. By means of SWOT analysis, this paper analyzes the strengths, weaknesses, opportunities and threats of H Company, analyzes the overall competitive environment in the pharmaceutical circulation industry, and helps H Company distinguish the opportunities and challenges it faces. According to the results of PEST analysis and SWOT analysis, H company chooses differentiation strategy as competition strategy, which will effectively change H company management status and help H company adapt to the changing external environment. In the process of implementing the differentiation strategy in H Company, the competitive advantage is gained through the strategies of product differentiation, channel differentiation, service differentiation, brand differentiation and the development of traditional Chinese medicine industry chain differentiation. In order to ensure the effective implementation of the strategy and realize the strategic goal of sustainable development, H Company has adopted the measures of adjusting the organizational structure and constructing the human resource system, so that the strategy of H Company can be carried out smoothly.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.72;F272
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