广州医药A公司药品流通业务竞争战略研究

发布时间：2019-07-05 13:10

【摘要】：广州医药A公司成立于1951年,注册资本7亿元,是国内最大的中外合资药品流通企业,是“大南药”领军企业“广药集团”商业板块的重点企业,也是世界500强企业欧洲联合博姿(Alliance Boots)的成员企业。2011年度的销售额达205亿元人民币。近年来,特别是在商务部发布《全国药品流通行业发展规划纲要(2011-2015年)》之后,行业的竞争日趋激烈,A公司面临前有强敌、后有追兵的经营窘境。与此同时,公司内部由于历史和文化的原因,存在着与外部环境变化不相适应的情况。A公司如何摆脱目前的紧迫的竞争压力,获得可持续的发展? 论文进行了包括政治、经济、社会、技术、法律等在内的宏观环境因素的分析；在进行行业五力、行业关键成功因素、竞争对手等方面分析的基础上,指出药品流通行业目前所存在的机会和威胁。之后,论文进行A公司的资源和能力分析,详细介绍对公司战略规划具有重大意义的股东资源,以及所具备的经营和管理能力。在此基础上,指出A公司发展所面临的优势和劣势。在内外部环境分析的基础上,论文通过SWOT分析总结,指出A公司宜采用SO战略,重点发展战略性业务,即利用股东品牌及资源优势差异化,发挥产业链整体能力优势,并提出成为“中国医药供应链最佳服务商”的战略愿景。之后,论文在药品批发和零售两大业务方面进行客户需求分析和公司定位,提炼出A公司“专业化分工、系统化集成”、“双轮驱动”的战略发展模式。最后,从组织调整、人力资源措施、信息化管理、物流管理、营销策略等五个方面进行了战略执行的阐述。论文探寻了广州医药A公司一种可行的战略发展路径,并为行业中有实力的地方药品流通企业提供一种可资借鉴的发展模式。
文内图片：

图片说明：广州医药A公司组织结构
[Abstract]:Guangzhou Pharmaceutical A is established in 1951, with a registered capital of RMB 700 million, which is the largest Chinese-foreign joint drug circulation enterprise in China. It is the key enterprise of the "Guangyao Group" commercial plate of the "high-south medicine" leading enterprise. It is also a member of the world's 500-strong European Union Boots. Its sales in 2011 amount to RMB 205 billion. In recent years, especially after the Ministry of Commerce has issued the Beijing Platform for the Development of the National Drug Circulation Industry (2011-2015)>, the competition in the industry is becoming more and more fierce. At the same time, due to the historical and cultural reasons, the company has a situation which is not compatible with the change of the external environment. How can A Company get rid of the current and pressing competitive pressure to achieve sustainable development? The paper carries on the analysis of the macro environmental factors, including politics, economy, society, technology, law, etc. On the basis of the analysis of the five forces in the industry, the key success factors of the industry and the competition, the paper points out the existing opportunities and ways in the drug-circulation industry. After that, the paper carries out A Company's resource and capability analysis, and introduces the shareholders' resources with great significance to the strategic planning of the Company, as well as the management and management of the Company. On this basis, it is pointed out that the advantages and disadvantages of the company's development On the basis of the analysis of the external environment, the paper sums up the SWOT analysis, and points out that the company should adopt the SO strategy and focus on the development of the strategic business, that is, the differentiation of the brand of the shareholders and the resource advantage, play the whole capacity advantage of the industrial chain, and put forward the strategic wish to become the "China Pharmaceutical Supply Chain Best Service Provider" After that, the paper makes customer demand analysis and company positioning in the two major business aspects of drug wholesale and retail, and the strategic development model of "specialized division of labor and systematic integration" and "two-wheel drive" of company A Finally, the strategy is carried out in five aspects, such as organization adjustment, human resource measures, information management, logistics management, marketing strategy, etc. The paper explores a feasible strategy development path for Guangzhou Medical A Company, and provides a kind of reference for local drug distribution enterprises in the industry.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F259.23;F426.72

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