沃华医药公司新产品开发策略研究

发布时间：2018-05-14 00:23

本文选题：医药企业 + 新产品开发　；参考：《西安石油大学》2014年硕士论文

【摘要】：新产品开发能力是企业核心竞争力的重要组成部分。正确的新产品开发策略，能够帮助企业快速、准确地锁定目标市场的需求，找准产品开发的方向，选择适宜的开发方式和满足顾客需求的产品类别，从而先人一步取得新产品开发的成功，占得市场竞争的先机。本文通过对产品、新产品的内涵、新产品开发的阶段等理论基础的介绍，对新产品开发的七种方式进行了对比分析，总结概括了新产品开发的一般策略。介绍了我国药品监管法律法规对药品和医药新产品的定义、分类，，明确了对新药开发的审批规定和应遵循的具体要求。通过对美欧制药企业、日本制药企业、中国制药企业新药开发模式的介绍和比较，明确了当前全球视野下新药开发面临的困境和新的发展趋势，结合沃华医药公司基本情况、产品状况和新产品开发情况的分析，找出了企业目前在新产品开发方面存在的问题及原因。运用SWOT分析工具，通过对沃华医药公司新产品开发的具有的优势（S）、劣势（W）以及面临的机会（O）、威胁（T）的分析，明确了企业自身的资源能力和面临的市场环境，找出了沃华医药公司新产品开发的影响因素。在前面研究的基础上，综合提出沃华医药公司新产品开发的市场定位、创新程度、开发方式和产品类型。医药行业是产品创新开发最为活跃的产业领域之一，药品的特殊性决定了其新产品开发既具有一般产品开发的普遍特点，又有不同于一般产品的特定之处。本论文对医药新产品开发策略进行的研究，有助于揭示这些特殊之处，结合我国医药企业所处的政治、经济和人文环境以及发展阶段、行业特点，找出一条顺应世界医药产业发展趋势、适应我国市场环境的医药新产品开发之路，实现企业的生存、发展、壮大。
[Abstract]:The ability to develop new products is an important part of the core competitiveness of enterprises. The correct new product development strategy can help enterprises to quickly and accurately lock down the needs of the target market, find out the direction of product development, choose the appropriate development methods and product categories to meet the needs of customers. Thus the first step to achieve success in the development of new products, occupy the market competition ahead of the opportunity. Through the introduction of the theoretical basis of the product, the connotation of the new product and the stage of the new product development, this paper makes a comparative analysis of the seven ways of the new product development, and summarizes the general strategy of the new product development. This paper introduces the definition and classification of drugs and new pharmaceutical products in the laws and regulations of drug control in our country, and clarifies the examination and approval regulations for the development of new drugs and the specific requirements to be followed. Through the introduction and comparison of the new drug development models of American and European pharmaceutical enterprises, Japanese pharmaceutical enterprises and Chinese pharmaceutical enterprises, the difficulties and new development trends of new drug development in the current global vision are clarified, and combined with the basic situation of Wawa Pharmaceutical Company, Based on the analysis of product status and new product development, the problems and causes of new product development in enterprises are found out. By using the SWOT analysis tool, through the analysis of the advantages and disadvantages of the new product development of Wawa Pharmaceutical Company, as well as the opportunities and threats faced by the company, the paper clarifies the resource ability and the market environment faced by the enterprise itself. Find out the influence factors of the new product development of Wawa Pharmaceutical Company. On the basis of the previous research, the market orientation, innovation degree, development method and product type of new product development of Wawa Pharmaceutical Company are put forward. Pharmaceutical industry is one of the most active industrial fields in product innovation and development. The particularity of pharmaceutical products determines that the new product development has the general characteristics of general product development, but also different from the special features of general products. The research on the development strategy of new pharmaceutical products in this paper will help to reveal these special features, combining the political, economic and cultural environment and the development stage of Chinese pharmaceutical enterprises, and the characteristics of the industry. To find out a way to develop new pharmaceutical products in accordance with the development trend of the world pharmaceutical industry and to adapt to the market environment of our country, to realize the survival, development and growth of the enterprises.
【学位授予单位】：西安石油大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.72;F273.1

【参考文献】