鑫富药业D-泛酸钙业务发展战略研究

发布时间：2018-04-26 18:02

本文选题：D-泛酸钙 + 发展战略　；参考：《浙江工业大学》2015年硕士论文

【摘要】：鑫富药业是全球最大的D-泛酸钙生产企业之一,是我国目前生产技术最先进、生产能力最强的D-泛酸钙生产企业。生产并销售D-泛酸钙是鑫富药业目前的主营业务,也是公司目前最主要的利润来源。随着国内外经济形势的不断变化使鑫富药业必须重新审视全球D-泛酸钙市场,充分利用市场营销学、管理学、国际贸易学以及产业链整合等相关学科的相关理论,对公司D-泛酸钙产品市场未来的发展进行分析,以制定符合公司内外部环境的发展战略。本文以鑫富药业主导产品D-泛酸钙的业务发展战略为研究对象,深度分析鑫富药业D-泛酸钙产品业务所处的国内外竞争环境,并明确公司的优劣势,作为公司制定D-泛酸钙产品市场发展战略的依据,从而制定鑫富药业D-泛酸钙产品的相应业务发展策略。研究方法上,本文综合运用文献研究分析法、调查分析法、比较分析法等多种研究方法。研究显示,鑫富药业D-泛酸钙的对外战略目标应该是将鑫富药业发展成全球生产规模最大、产品创新能力最强、产品结构合理、在全球D-泛酸钙研发、生产与流通领域具有绝对话语权的D-泛酸钙综合供应商;对内业务战略目标应该是为公司在医药市场的发展提供有效的上游支撑,通过产品创新和研发提供公司医药产业发展所需的D-泛酸钙产品。为了实现以上战略目标,鑫富药业要加强研发创新、优化D-泛酸钙产品结构;要整合全球市场、重视新兴经济体需求;要以目标为导向、区别制定价格策略;并要建立直营销售和代理销售相结合的营销渠道。本研究结论对于鑫富药业D-泛酸钙产品的业务发展策略的调整具有一定的指导意义,也能够丰富管理学案例研究的成果,对于国内外其他企业发展战略的指定也具有一定的理论指导价值。
[Abstract]:Xinfu Pharmaceutical Industry is one of the largest D- calcium pantothenate production enterprises in the world. It is the most advanced production technology and the strongest production capacity of D- calcium pantothenate production enterprises in China. Production and sales of calcium pantothenate is Xinfu pharmaceutical industry's current main business, but also the company's main source of profits. With the constant changes of economic situation at home and abroad, Xinfu Pharmaceutical Industry must re-examine the global D- calcium pantothenate market, make full use of the related theories of marketing, management, international trade and industrial chain integration, etc. The future development of the D- calcium pantothenate product market is analyzed to make the development strategy in line with the company's internal and external environment. This paper takes the business development strategy of D- calcium pantothenate, a leading product of Xinfu Pharmaceutical Industry, as the research object, deeply analyzes the domestic and international competition environment of the D- calcium pantothenate product business of Xinfu Pharmaceutical Co., Ltd., and makes clear the advantages and disadvantages of the company. As the basis of the company to formulate the D- calcium pantothenate product market development strategy, and to formulate the corresponding business development strategy of Xinfu pharmaceutical D- calcium pantothenate product. In the research method, this paper synthetically uses the literature research analysis, the investigation analysis, the comparison analysis and so on many kinds of research methods. The research shows that the external strategic goal of Xinfu Pharmaceutical D- calcium pantothenate should be to develop Xinfu Pharmaceutical Industry into the largest production scale in the world, the strongest product innovation ability, the rational product structure, and the research and development of calcium pantothenate in the global D- calcium pantothenate. D- calcium pantothenate integrated supplier with absolute right of voice in the field of production and circulation; the strategic goal of internal business should be to provide effective upstream support for the development of the company in the pharmaceutical market. Through product innovation and research and development to provide the company's pharmaceutical industry development needs of D-calcium pantothenate products. In order to achieve the above strategic goal, Xinfu Pharmaceutical Industry should strengthen R & D innovation, optimize the product structure of D- calcium pantothenate, integrate the global market, attach importance to the needs of emerging economies, make price strategies differently and take the goal as the direction; And to establish direct sales and agent sales combined marketing channels. The conclusion of this study has certain guiding significance for the adjustment of business development strategy of D- calcium pantothenate products in Xinfu Pharmaceutical Industry, and can also enrich the results of the case study of management. It also has certain theoretical guiding value for the designation of development strategy of other enterprises at home and abroad.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272;F426.72

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