海华医药物流有限公司发展战略研究

发布时间：2018-10-24 16:08

【摘要】：目前,随着医药物流行业市场集中度的不断提高,医药物流企业的竞争日益加剧,企业要想在激烈的市场竞争中生存并持续发展壮大,必须制定适合企业的战略目标。本文以海华医药物流有限公司为例,研究海华医药物流有限公司确立自身定位和制定发展战略的问题。本文首先对企业战略管理的相关理论、物流管理理论和医药物流管理理论进行了回顾。接着运用了PEST分析工具对国内医药物流市场外部环境进行了详细阐述,并通过与行业内其他公司对比分析,得到了海华公司外部环境的发展特点。并运用五力模型对行业的竞争力进行了分析,为海华医药物流制定发展战略提供了行业资料。然后通过对海华医药物流有限公司内部环境的分析、核心竞争力进行了分析以及运用SWOT分析法对海华医药物流有限公司在发展过程中自身的优势、劣势、机会与威胁进行了分析,并结合可能的组合对海华的发展提出了可能的战略建议。基于以上的分析讨论提出了海华医药战略发展建议,认为海华医药物流有限公司在总的战略目标下,制定具体的战略目标,注意开源节流,展业务范围,进行产品差异化服务,抓住基层医疗服务机构的医药配送,占领业务制高点,保持企业竞争优势;其次,详细阐述了竞争战略和职能战略的内容,最后对实现海华医药物流有限公司战略实施的途径进行了介绍:一方面要进行并购经营,扩大市场规模,建立全国性的市场配送网络;另一方面,还要加强战略联盟的建设,把药品生产商、医院、连锁药店和第三方物流公司联合起来,获取整个医药行业利益链,将公司立于不败之地。
[Abstract]:At present, with the increasing market concentration of pharmaceutical logistics industry, the competition of pharmaceutical logistics enterprises is increasing day by day. If enterprises want to survive and continue to develop in the fierce market competition, they must formulate strategic objectives suitable for the enterprises. Taking Haihua Pharmaceutical Logistics Co., Ltd as an example, this paper studies the establishment of its own positioning and development strategy of Haihua Pharmaceutical Logistics Co., Ltd. Firstly, this paper reviews the related theories of enterprise strategic management, logistics management theory and pharmaceutical logistics management theory. Then the external environment of the domestic pharmaceutical logistics market is described in detail by using the PEST analysis tool, and the development characteristics of the external environment of Haihua Company are obtained by comparing the external environment with other companies in the industry. The five-force model is used to analyze the competitiveness of the industry, which provides the industry information for the development strategy of Haihua medical logistics. Then through the analysis of the internal environment of Haihua Pharmaceutical Logistics Co., Ltd., the core competitiveness of Haihua Pharmaceutical Logistics Co., Ltd. is analyzed, and the advantages and disadvantages of Haihua Pharmaceutical Logistics Co., Ltd in the process of development are analyzed by using SWOT analysis method. The opportunities and threats are analyzed, and the possible strategic suggestions for the development of Haihua are put forward. Based on the above analysis and discussion, the paper puts forward suggestions for the strategic development of Haihua Medicine. It is believed that under the overall strategic objective, Haihua Pharmaceutical Logistics Co., Ltd. will formulate specific strategic objectives, pay attention to increasing revenue and reducing expenditure, expand the scope of business, and carry out product differentiation services. Seize the medical distribution of primary medical service institutions, occupy the commanding point of business and maintain the competitive advantage of enterprises. Secondly, the contents of competition strategy and functional strategy are elaborated in detail. Finally, the paper introduces the ways to realize the strategic implementation of Haihua Pharmaceutical Logistics Co., Ltd.: on the one hand, it is necessary to conduct mergers and acquisitions, to expand the market scale, and to establish a nationwide market distribution network; on the other hand, to strengthen the construction of strategic alliances, Combine pharmaceutical manufacturers, hospitals, chain pharmacies and third party logistics companies to obtain the entire pharmaceutical industry profit chain, the company in an invincible position.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F259.23;F272

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