SHINVA公司制药装备产品开发战略研究

发布时间：2018-04-02 07:51

本文选题：制药装备　切入点：产品开发战略　出处：《山东理工大学》2015年硕士论文

【摘要】：随着全球化进程的加快与激烈的市场竞争,作为医疗器械行业的龙头SHINVA公司在制药装备领域面临着巨大的挑战。最近几年制药装备产品受GMP实施的影响,市场日趋饱和,致使销售价格下降,利润减少。因此开发新产品,寻求新的利润增长点成为SHINVA公司未来发展战略的重要选择。在制药装备领域新产品由于涉及的技术和工艺十分复杂,开发周期长,开发风险非常大。对制药装备产品开发以战略的角度进行研究,不仅能使SHINVA公司在进行制药装备产品开发时规避风险,提高产品开发的成功率,而且也丰富了战略管理理论和产品开发战略理论。同时对提高制药装备的研发水平和研发能力也具有实践意义。SHINVA公司通过这几年的发展逐步形成了“制药装备、医疗器械、医疗服务”三大业务板块,根据公司现有产品和未来市场的需求情况,制定了三级研发战略,为SHINVA公司快速发展提供了有力的支撑。但是SHINVA公司的技术创新能力和新产品开发管理水平是新产品开发的瓶颈,因此新产品开发成功率非常低。开发模式也是以模仿为主,开发的新产品成本高,质量也存在一些问题,某些产品不能满足市场的需求。为了保证新产品开发的产品能快速适应市场,为公司开辟新的利润增长点,有必要对产品开发战略进行研究。本论文以SHINVA公司制药装备事业部为研究对象对产品开发战略进行了研究,共分为六章内容。第一章介绍了研究背景及选题意义,并简要叙述了产品开发的国内外现状,并对本论文的研究内容、思路、方法进行了简单描述。第二章介绍了产品开发的相关理论。并论述了PEST、SWOT、五力分析模型等战略分析工具。第三章通过查阅资料和调研分析了SHINVA公司制药装备事业部外部所面临的机会和威胁,以及内部所拥有的优势和劣势。在第四章用SWOT分析方法得出制药装备产品开发战略,提出提高研发能力作为产品开发的重点,并得出提高研发能力的三个战略阶段:模仿阶段、创新阶段、资源整合阶段。第五章从产品开发团队建设、文化建设、考核指标体系建设、产品市场开发、产品开发流程优化、产品项目管理等方面进行努力,保障制药装备产品开发战略的顺利实施。第六章对本论文进行总结并对制药装备行业未来研发战略的展望。通过本论文的研究,希望能为SHINVA公司制药装备事业部产品开发提供决策依据和指导作用,并为制药装备行业产品开发提供理论依据,从而提高我国制药装备的研发能力。
[Abstract]:With the acceleration of globalization and fierce market competition, SHINVA, the leader of the medical device industry, is facing enormous challenges in the field of pharmaceutical equipment.In recent years, pharmaceutical equipment products affected by the implementation of GMP, the market is increasingly saturated, resulting in lower sales prices and reduced profits.Therefore, developing new products and seeking new profit growth point become the important choice of SHINVA company's future development strategy.The new product in the field of pharmaceutical equipment is very risky because of the complex technology and technology involved and the long development period.The research on pharmaceutical equipment product development from a strategic point of view can not only make SHINVA company avoid risks and improve the success rate of product development, but also enrich the strategic management theory and product development strategy theory.At the same time, it is also of practical significance to improve the R & D level and R & D capability of pharmaceutical equipment. Through the development of the company in recent years, the company has gradually formed three major business sectors: "Pharmaceutical equipment, medical devices, and medical services."According to the current products and the future market demand, the third level R & D strategy has been formulated, which provides strong support for the rapid development of SHINVA.But the technology innovation ability and the new product development management level of SHINVA Company are the bottleneck of the new product development, so the success rate of the new product development is very low.The development mode is also based on imitation. The new product has high cost and quality, and some products can not meet the needs of the market.In order to ensure that the new product can adapt to the market quickly and open up new profit growth point for the company, it is necessary to study the product development strategy.In this paper, SHINVA Pharmaceutical equipment Division as the research object of product development strategy, a total of six chapters.The first chapter introduces the research background and the significance of the topic, and briefly describes the current situation of product development at home and abroad, and briefly describes the research contents, ideas and methods of this paper.The second chapter introduces the theory of product development.It also discusses the strategic analysis tools such as pest SWOT, five-force analysis model and so on.The third chapter analyzes the opportunities and threats faced by the pharmaceutical equipment division of SHINVA Company through consulting data and research, as well as the internal strengths and weaknesses.In the fourth chapter, the product development strategy of pharmaceutical equipment is obtained by using SWOT analysis method. The emphasis of product development is to improve R & D capability, and three strategic stages of improving R & D capability are obtained: imitation stage, innovation stage and resource integration stage.The fifth chapter makes great efforts in the aspects of product development team construction, culture construction, evaluation index system construction, product market development, product development process optimization, product project management and so on, to ensure the smooth implementation of the product development strategy of pharmaceutical equipment.The sixth chapter summarizes this paper and prospects the future research and development strategy of pharmaceutical equipment industry.Through the research of this paper, we hope to provide the decision basis and guidance for the product development of the pharmaceutical equipment department of SHINVA Company, and provide the theoretical basis for the product development of the pharmaceutical equipment industry, so as to improve the R & D capability of our country's pharmaceutical equipment.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272;F426.4

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