A生物制药公司竞争战略研究
发布时间：2019-06-03 05:53
【摘要】：生物制药产业是21世纪最有发展前景的高科技产业，是公认的朝阳产业和国际化产业，也是一个依靠多学科领域以及先进技术和手段发展的高科技产业群体，生物制药产业的发展状况直接关系到国民的健康和社会稳定，并对经济发展有巨大的推进作用。我国经济的不断发展带来了居民生活水平的稳步提高，对健康的需求逐渐增加，这为生物制药行业的发展提供了很好的发展机遇。 A生物制药公司是一家致力于基因工程制药的高新技术企业，公司始建于1996年，发展至今，一直坚持“行正、术奇、勤奋、关爱”的企业理念，经过多年的发展，目前已经在重组人生长激素领域取得了卓越的成绩，占据较大的市场份额。但是随着经济全球化进程的加快，科技的不断进步，生物制药行业的不断发展，包括基因工程制药在内的生物制药行业竞争不断加剧，越来越多的企业看到行业可观的发展前景，，开始进入这一领域。A公司若想在如此激烈的市场竞争中稳定市场地位，获得持续发展，就必须制定切实可行的市场竞争战略。 本文首先从宏观环境和行业环境的角度对A公司所处的外部环境进行了分析，具体包括国内经济发展状况，相关政策法规，生物制药行业发展状况等，包含了政治、经济、社会、技术等方面，运用波特五力分析模型，对A公司目前的竞争状况进行分析。然后将外部因素分为机会和威胁两类，并运用企业外部因素评价矩阵（EFE），从整体上对外部环境进行分析，得出外部环境对A公司的发展比较有利的观点。 然后，从企业资源和企业能力两个方面对A公司的内部环境进行了分析，其中企业资源包括实物资源、财务资源、组织资源和人力资源，企业能力包括生产能力、学习能力、技术研发能力和市场营销能力，通过这些分析，对A公司的内部环境进行了全面的了解和掌握，进而总结归纳出内部优势和劣势，运用内部因素评价（IFE）矩阵对这些因素进行整合，分析，最终得出内部环境对A公司发展有利的观点。 基于对A公司内外部环境的充分了解和分析，借助SWOT分析矩阵，考虑到公司的战略目标，并结合三种基本竞争战略的特点及适用条件，确定了A公司采取的差异化竞争战略，并给出从产品、品牌、市场营销和人力资源四个方面具体实施差异化战略，最后提出优化企业组织结构、加强企业文化建设和信息化建设，进而保障差异化战略的实施。A公司差异化竞争战略的提出，具有很强的实用性和针对性，对于其实现企业目标，获得更好的发展起到了很大的推动作用，同时对于其他同类企业的生产运营也具有较强的实际指导和借鉴意义。
[Abstract]:Biopharmaceuticals industry is the most promising high-tech industry in the 21st century. It is recognized as a sunrise industry and an international industry. It is also a group of high-tech industries that rely on multi-disciplinary fields and advanced technologies and means. The development of biopharmaceuticals industry is directly related to the health and social stability of the people, and plays a great role in promoting economic development. The continuous development of China's economy has brought about a steady improvement in the living standards of residents and a gradual increase in the demand for health, which provides a good opportunity for the development of biopharmaceuticals industry. A Biopharmaceuticals Company is a high-tech enterprise dedicated to genetic engineering pharmacy. The company was founded in 1996 and has been developing since 1996. It has always adhered to the enterprise concept of "positive, ingenious, diligent and caring". After many years of development, At present, it has made outstanding achievements in the field of recombinant human growth hormone and occupied a large market share. However, with the acceleration of the process of economic globalization, the continuous progress of science and technology, the continuous development of the biopharmaceuticals industry, including genetic engineering pharmaceuticals, the competition in the biopharmaceuticals industry is becoming more and more serious. More and more enterprises see the considerable development prospects of the industry and begin to enter this field. If Company A wants to stabilize its market position and obtain sustainable development in such fierce market competition, it must formulate a feasible market competition strategy. This paper first analyzes the external environment of Company A from the perspective of macro environment and industry environment, including domestic economic development, relevant policies and regulations, the development of biopharmacy industry and so on, including politics and economy. In society, technology and other aspects, the Porter five-force analysis model is used to analyze the current competition situation of A company. Then the external factors are divided into opportunity and threat, and the external environment is analyzed by using the evaluation matrix (EFE), of external factors, and the viewpoint that the external environment is beneficial to the development of A company is obtained. Then, the internal environment of Company A is analyzed from two aspects of enterprise resources and enterprise ability, in which enterprise resources include physical resources, financial resources, organizational resources and human resources, and enterprise capabilities include production capacity and learning ability. Through these analysis, this paper makes a comprehensive understanding and mastery of the internal environment of Company A, and then sums up the internal advantages and disadvantages. The internal factor evaluation (IFE) matrix is used to integrate and analyze these factors, and finally the viewpoint that the internal environment is beneficial to the development of A company is obtained. Based on the full understanding and analysis of the internal and external environment of Company A, with the help of SWOT analysis matrix, considering the strategic objectives of the company, and combining the characteristics and applicable conditions of the three basic competitive strategies, the differential competitive strategy adopted by Company A is determined. And gives the concrete implementation differentiation strategy from the product, the brand, the marketing and the human resources four aspects, finally proposes to optimize the enterprise organization structure, strengthens the enterprise culture construction and the information construction. And then to ensure the implementation of differentiation strategy. A company differentiation competition strategy, has a strong practicability and pertinence, for its realization of enterprise goals, to achieve better development has played a great role in promoting. At the same time, it also has strong practical guidance and reference significance for the production and operation of other similar enterprises.
【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：2491725
[Abstract]:Biopharmaceuticals industry is the most promising high-tech industry in the 21st century. It is recognized as a sunrise industry and an international industry. It is also a group of high-tech industries that rely on multi-disciplinary fields and advanced technologies and means. The development of biopharmaceuticals industry is directly related to the health and social stability of the people, and plays a great role in promoting economic development. The continuous development of China's economy has brought about a steady improvement in the living standards of residents and a gradual increase in the demand for health, which provides a good opportunity for the development of biopharmaceuticals industry. A Biopharmaceuticals Company is a high-tech enterprise dedicated to genetic engineering pharmacy. The company was founded in 1996 and has been developing since 1996. It has always adhered to the enterprise concept of "positive, ingenious, diligent and caring". After many years of development, At present, it has made outstanding achievements in the field of recombinant human growth hormone and occupied a large market share. However, with the acceleration of the process of economic globalization, the continuous progress of science and technology, the continuous development of the biopharmaceuticals industry, including genetic engineering pharmaceuticals, the competition in the biopharmaceuticals industry is becoming more and more serious. More and more enterprises see the considerable development prospects of the industry and begin to enter this field. If Company A wants to stabilize its market position and obtain sustainable development in such fierce market competition, it must formulate a feasible market competition strategy. This paper first analyzes the external environment of Company A from the perspective of macro environment and industry environment, including domestic economic development, relevant policies and regulations, the development of biopharmacy industry and so on, including politics and economy. In society, technology and other aspects, the Porter five-force analysis model is used to analyze the current competition situation of A company. Then the external factors are divided into opportunity and threat, and the external environment is analyzed by using the evaluation matrix (EFE), of external factors, and the viewpoint that the external environment is beneficial to the development of A company is obtained. Then, the internal environment of Company A is analyzed from two aspects of enterprise resources and enterprise ability, in which enterprise resources include physical resources, financial resources, organizational resources and human resources, and enterprise capabilities include production capacity and learning ability. Through these analysis, this paper makes a comprehensive understanding and mastery of the internal environment of Company A, and then sums up the internal advantages and disadvantages. The internal factor evaluation (IFE) matrix is used to integrate and analyze these factors, and finally the viewpoint that the internal environment is beneficial to the development of A company is obtained. Based on the full understanding and analysis of the internal and external environment of Company A, with the help of SWOT analysis matrix, considering the strategic objectives of the company, and combining the characteristics and applicable conditions of the three basic competitive strategies, the differential competitive strategy adopted by Company A is determined. And gives the concrete implementation differentiation strategy from the product, the brand, the marketing and the human resources four aspects, finally proposes to optimize the enterprise organization structure, strengthens the enterprise culture construction and the information construction. And then to ensure the implementation of differentiation strategy. A company differentiation competition strategy, has a strong practicability and pertinence, for its realization of enterprise goals, to achieve better development has played a great role in promoting. At the same time, it also has strong practical guidance and reference significance for the production and operation of other similar enterprises.
【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
【参考文献】
相关期刊论文 前1条
1 陈大佑;;中国纺织服装业国际市场竞争战略路径分析[J];吉林工程技术师范学院学报;2005年08期
本文编号：2491725
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