辉瑞公司在华发展战略研究

发布时间：2018-02-26 16:54

本文关键词： 企业战略战略管理过程并购营销　出处：《西南交通大学》2015年硕士论文　论文类型：学位论文

【摘要】：我国拥有庞大的医药消费市场,但是近几年医疗事业的监管和改革又使得医药企业面临不稳定的环境,这是机遇也是挑战。研究医药企业发展战略,能够帮助医药企业提升企业价值,维护医药行业的健康发展。因此,本文拟从企业战略的理论基础和研究现状出发,基于跨国医药企业——辉瑞公司的发展战略进行分析,为辉瑞公司及其他医药企业在华发展提供参考。辉瑞所处的医药行业国内外竞争都十分激烈,中国的医药市场发展潜力巨大,因此选择并实施正确有效的发展战略是辉瑞保持全球领先的关键。本文首先对辉瑞所面临的医药行业和市场特征进行了分析,包括利用PEST分析法分析了辉瑞面临的宏观环境,利用五力竞争模型分析了产业环境,还分析了竞争环境。其次,基于辉瑞全球和辉瑞中国的情况,阐述了辉瑞公司层面的使命、愿景和企业战略。然后分析了辉瑞的资源和能力,包括有形资源、无形资源、组织管理能力、生产能力、研发能力,利用SWOT分析总结了辉瑞的优势、劣势、机会、威胁,通过战略矩阵的应用得出了辉瑞公司可选择SO增长型战略的结论。辉瑞公司进行未来的发展战略实施,应当首先调整目标市场定位,加强非处方药的促销与宣传、降低专利药价格、加强终端药店的建设与宣传；同时建立研发人才的培养机制,加大研发投入,提升研发效率,并购高新技术产品推动研发；最后注重市场发展,深入开发县级市场,改善并发挥营销渠道优势,并购本土企业。利用组织结构、企业文化、标准和评价体系保障企业发展战略的分析与实施。
[Abstract]:Our country has a huge medical consumption market, but the supervision and reform of medical enterprise in recent years have made pharmaceutical enterprises face unstable environment, which is an opportunity and a challenge. It can help pharmaceutical enterprises to enhance their value and maintain the healthy development of pharmaceutical industry. Therefore, this paper intends to analyze the development strategy of Pfizer Company, a multinational pharmaceutical enterprise, based on the theoretical basis and research status of enterprise strategy. To provide a reference for Pfizer and other pharmaceutical companies to develop in China. Pfizer's pharmaceutical industry is very competitive both at home and abroad, and the pharmaceutical market in China has great potential for development. Therefore, choosing and implementing a correct and effective development strategy is the key for Pfizer to maintain its global leadership. Firstly, this paper analyzes the pharmaceutical industry and market characteristics faced by Pfizer, including the macro environment Pfizer faces with the use of PEST analysis. Using the five-force competition model to analyze the industrial environment and the competitive environment. Secondly, based on the situation of Pfizer Global and Pfizer China, the mission of Pfizer at the level of Pfizer is expounded. Then we analyze Pfizer's resources and capabilities, including tangible resources, intangible resources, organizational and managerial capabilities, production capacity, R & D capabilities, and use SWOT analysis to summarize Pfizer's strengths, weaknesses, opportunities, threats. Through the application of the strategy matrix, the conclusion that Pfizer can choose so growth strategy is drawn. Pfizer should first adjust the target market orientation and strengthen the promotion and promotion of over-the-counter drugs. Reduce the price of patent drugs, strengthen the construction and publicity of terminal drugstores; at the same time, establish a training mechanism for R & D personnel, increase R & D investment, enhance R & D efficiency, and purchase high-tech products to promote R & D; finally, pay attention to market development. Further develop county market, improve and bring into play the advantage of marketing channel, merger and acquisition of local enterprises, make use of organizational structure, corporate culture, standards and evaluation system to ensure the analysis and implementation of enterprise development strategy.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272;F416.72

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