G医药流通公司战略管理研究

发布时间：2018-10-12 15:47

【摘要】：伴随着医改的不断深入,政府出台各项医改政策全面调控药品价格,使得本就毛利率低下的医药流通行业雪上加霜,而笔者所在的G医药流通公司位于民营经济发达浙江,医药流通市场竞争激烈。在医改不断持续深入的情况下,在医药招标、采购商和供应商不断降价、医院不断二次议价的情况下,再加上医药电商的爆发增长,企业市场销售额增速已经乏力,盈利空间进一步被压缩。怎么在行业创新升级的大环境中,做出适应G医药流通公司的发展战略,发展自己并且赶超竞争对手,使G医药流通公司保持浙江区域行业领先的地位,是本文研究的主旨。本文以G医药流通公司的战略管理所涉及的相关问题作为研究对象,通过一系列的访谈等方式,对G医药流通公司进行了广泛而深入的调研。故全文共分六部分：第一部分介绍了研究背景然后做了相关的文献综述,最后提出了论文的研究框架；第二部分介绍了公司的发展现状及困境；第三部分是相关外部环境分析,利用了PEST模型和波特五力竞争模型,对G医药流通公司的竞争现状进行了分析；第四部分为G公司内部资源和能力分析,并利用SWOT分析,最终导出了G公司的发展战略；第五部分是G医药流通公司发展战略的选择、实施保障和实施效果评价；第六部分为总结及展望。本文针主要创新点是对G医药流通公司在互联网兴起的时代,充分分析企业自身优势与劣势,机遇与威胁,结合自身特点,制定出适合自己的差异化战略,打造出自己的区域竞争优势。
[Abstract]:With the deepening of medical reform, the government has introduced various medical reform policies to comprehensively regulate drug prices, which makes the pharmaceutical circulation industry with low gross profit rate worse, and the G pharmaceutical circulation company in which the author is located in Zhejiang Province, where the private economy is developed. There is fierce competition in the pharmaceutical circulation market. Under the condition of continuous deepening of the medical reform, under the circumstances of the pharmaceutical bidding, the constant reduction of prices by buyers and suppliers, and the repeated renegotiation of prices by hospitals, and the explosion of e-commerce companies, the growth rate of sales in the enterprise market has become weak. Profit space is further compressed. How to adapt to the development strategy of G pharmaceutical circulation company in the environment of industry innovation and upgrade, to develop itself and catch up with its competitors, and to make G pharmaceutical circulation company keep the leading position of Zhejiang regional industry is the main purpose of this paper. This paper takes the strategic management of G Pharmaceutical Circulation Company as the research object, through a series of interviews and other methods, carries on the extensive and thorough investigation to the G Medicine Circulation Company. Therefore, the paper is divided into six parts: the first part introduces the research background and then makes a related literature review, and finally puts forward the research framework of the paper; the second part introduces the current situation and difficulties of the company; the third part is the analysis of the related external environment. By using PEST model and Porter's five forces competition model, the paper analyzes the current situation of G pharmaceutical circulation company, the fourth part is the analysis of the internal resources and capability of G company, and the development strategy of G company is derived by using SWOT analysis. The fifth part is the choice of the development strategy, the implementation guarantee and the implementation effect evaluation of G Pharmaceutical Circulation Company, the sixth part is the summary and prospect. The main innovation point of this paper is to analyze the advantages and disadvantages, opportunities and threats of the company in the era of the rise of the Internet, and to formulate a strategy of differentiation suitable for itself in combination with its own characteristics. To create their own regional competitive advantage.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.72;F252

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