河南同和堂医药有限公司发展战略研究

发布时间：2019-03-02 16:20

【摘要】：医药保健和广大人民群众的日常生活存在十分紧密的联系,医药保健产品的销售链和供给体系很大程度上影响民众的健康状况。我国政府部门也对此充分地关注,从法律和行政等方面展开全方位地管理,并推出了《零售药店经营服务规范》、《十二五全国药品流通行业规划纲要》等一大批规范和文件。这些措施都对我国医药经营体系的健康发展奠定了良好的基础。针对同和堂而言,一定要审视各类外部影响因素,并发掘自身所具有的各项优势资源,通过这些自身资源制定科学合理的发展战略。本研究将同和堂医药作为分析的对象,根据该公司的经营情况,对企业所处的客观环境展开探究,并对企业现阶段的发展状况进行了论述。结合企业的各类外部环境因素,设计了针对性的发展战略。在本研究中,行业分析关系到多个层面的要素,其中比较具有代表性的包括经济、政策、消费者等等。对于内部环境而言,其关系到企业架构、业务流程、品牌知名度等方面的要素。在制定企业发展战略的时候,本研究应用了SWOT研究方法,对企业的优点、发展的机遇等要素展开深入地研究,并对这些要素展开权重计算,从而明晰了企业所具有的发展优势。本研究对该企业的发展历程、经营体系等展开全面地诊断,从而设计了科学的差异化竞争战略,这对该企业的长期稳定发展具有十分突出的价值意义。
[Abstract]:There is a close relationship between medical and health care and the daily life of the masses. The marketing chain and supply system of medical and health products affect the health of the people to a great extent. The government departments of our country also pay full attention to this, carry out omni-directional management from the aspects of law and administration, and have put forward a large number of norms and documents, such as "Standard for the Management and Service of Retail Pharmacy shops" and "outline of the National Drug Circulation Industry Plan during the Twelfth five-year Plan". These measures have laid a good foundation for the healthy development of China's medical management system. As far as Tonghe Tang is concerned, it is necessary to examine all kinds of external influence factors, and to explore the advantages of their own resources, and to draw up scientific and reasonable development strategies through these resources. This research regards Tonghetang medicine as the object of analysis, according to the management situation of the company, probes into the objective environment of the enterprise, and discusses the development situation of the enterprise at the present stage. Combined with all kinds of external environmental factors of the enterprise, the paper designs the targeted development strategy. In this study, industry analysis is related to many levels of elements, including the more representative of the economy, policy, consumers and so on. For the internal environment, it is related to the enterprise structure, business processes, brand awareness and other elements. When formulating the enterprise development strategy, this research applies the SWOT research method, carries on the in-depth research to the enterprise advantage, the development opportunity and so on, and carries on the weight calculation to these elements, thus clarifies the enterprise has the development advantage. This study makes a comprehensive diagnosis of the development process and management system of the enterprise, and designs a scientific competitive strategy of differentiation, which is of great value to the long-term and stable development of the enterprise.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F721;F272

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