瑞年国际处方药品可持续发展战略

发布时间：2018-09-04 15:10

【摘要】：瑞年国际有限公司是一家现代化、专业化的集医药、高级营养品研发、生产为一体的大型上市集团公司,旗下拥有无锡瑞年实业有限公司、南京瑞年百思特制药有限公司、无锡前进制药有限公司等通过国家GMP认证的标准化、专业化医药生产企业。2010年瑞年国际有限公司在香港联合交易所主板成功上市。中国目前的医药市场在全球医药市场排名中居第三位,第一第二位分别为美国和日本。预计,在未来5年内,中国有望超过日本,成为全球第二医药市场。随着中国政府对医药行业整顿力度加大,中国本来就激烈的医药行业竞争会更趋于白热化。企业如何在激烈的竞争中站稳脚跟,如取得一席之地,当传统的医药代金营销业务已然不能再支撑企业的发展,瑞年国际公司走到了转型的十字路口,企业转型期的战略规划工作就显得尤为重要。瑞年国际有限公司要想在激烈市场中获得发展,就必须通过对企业经营内外部环境,结合企业自身特点及管理模式进行分析,制定出企业自己的发展战略。本文采用战略管理理论,对瑞年国际有限公司经营内外部环境进行分析,认为加强新药开发(皮肤科产品),特别是药妆面膜,主要是大公司不想做,小公司做不了的产品。重点加强“甘草锌颗粒”和“欣泽盐酸拓扑替康胶囊”的宣传工作,改变原营销模式,走学术发展道路。针对招商和办事处两种销售模式采取不同的价格策略;要采用以三甲医院销售为核心,以零售为辅的渠道策略。通过有效的企业战略,从而将本企业产品成功推向市场。本文将主要采用文献综述法、案例分析法、对比分析法,应用PEST分析工具、EFE矩阵分析工具、IFE矩阵分析工具、SWOT分析工具、整合战略分析工具,将MBA学到的知识,以本人服务的公司(瑞年国际有限公司)为案例,以发展的战略观来研究公司的战略
[Abstract]:Ruignian International Co., Ltd. is a modern, specialized pharmaceutical, advanced nutrition R & D, production as one of the large listed group company, owned by Wuxi Ruignian Industrial Co., Ltd. Nanjing Ruienbast Pharmaceutical Co., Ltd. Wuxi Qianzhi Pharmaceutical Co., Ltd., which has been certified by the National GMP, specialized pharmaceutical manufacturing enterprises. 2010 Ruignian International Co., Ltd. was successfully listed on the main board of the Stock Exchange of Hong Kong. China currently ranks third in the global pharmaceutical market, followed by the United States and Japan. China is expected to overtake Japan as the world's second-largest pharmaceutical market in the next five years. As the Chinese government clamps down on the industry, the already fierce competition in the industry will intensify. How to stand firm in the fierce competition, such as get a place, when the traditional pharmaceutical agent marketing business can no longer support the development of the enterprise, Ruignian International Company has come to the crossroads of transformation. The strategic planning work in the transition period of the enterprise appears to be particularly important. If Ruignian International Co., Ltd. wants to develop in the fierce market, it must analyze the internal and external environment of enterprise management, combine with its own characteristics and management mode, and formulate its own development strategy. Based on the theory of strategic management, this paper analyzes the internal and external environment of Ruignian International Co., Ltd., and points out that strengthening the development of new drugs (dermatological products), especially the cosmetic mask, is mainly a product that large companies do not want to do, and small companies cannot do it. Focus on strengthening the "licorice and zinc granules" and "Xinze topotecan capsules" propaganda, change the original marketing model, take the academic development path. Different price strategies should be adopted in view of the two sales modes of China Merchants and offices, and the channel strategy should be based on the sales of the third Class A Hospitals, supplemented by the retail sales. Through the effective enterprise strategy, this enterprise product will bring to the market successfully. This paper will mainly adopt literature review method, case analysis method, comparative analysis method, use PEST analysis tool and PEST matrix analysis tool, integrate strategic analysis tool, and integrate the knowledge learned by MBA. Take the company that I serve (Ruignian International Co., Ltd.) as an example, study the strategy of the company from the strategic view of development.
【学位授予单位】：兰州交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.72

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