山东新华医疗器械股份有限公司发展战略研究

发布时间：2018-04-28 10:57

本文选题：新华医疗器械股份有限公司 + 医疗器械行业　；参考：《山东大学》2015年硕士论文

【摘要】：随着我国医疗体制改革的不断推进,全民医疗的普及,使得居民对自身医疗需求的重视程度逐渐增强,医疗器械行业的发展日益进入广大民众的视线,不断增长的需求也给医疗企业带来了发展的机遇。但是我国的医疗器械行业发展起步较晚,加之医疗器械行业本身需要较强的科研实力和资金实力,其发展不是一蹴而就的,国内行业发展至今,取得了一定的成就,但是与国外一流的医疗器械行业相比,还存在较大的差距。为此,自2013年开始,国家在政策上给予了高度的重视和支持,为逐步完善医疗医药行业,制定、修订和完善了相关标准,截至2015年,共发布了34项强制性行业标准以及62项推荐性行业标准,涉及近90多个产品,在一定程度上逐步形成了医疗器械标准体系,2009的开始实行的新医改政策,合各大部委之力完善医疗服务体系建设,同时国家投入大量资金,推行三级医疗卫生服务网络的建设,这些政策的施行,既给行业的内的企业带来了发展的机遇,也对市场进行重新洗牌,行业内的企业开始优胜劣汰。本文选取作为研究对象的企业,新华医疗器械集团,是我党建立的第一家医疗器械生产企业,她自身的发展见证了我国医疗器械行业的发展,在行业内具有显著的代表性,公司的品牌“新华牌”是行业内唯一获得认证的中国名牌产品,其最初的产品线只有医院感染控制设备和放射诊疗设备,公司这一产品市场占有率高达70%以上,随着市场的变化和行业的发展,公司逐步开发新的产品,进入新的市场细分领域,2006年开始发展的制药装备行业,发展至2014年也占据了市场的大半江山,近年来企业通过并购的方式,开始发展诊断试剂和手术及骨科器械等产品线,同时借助产品优势,开始布局医疗服务行业,以其能给企业带来新的利润增长点,最大限度的抓住新医改带来的发展机遇。本文应用所学过的管理学知识,利用PEST分析和波特五力模型分析公司面临的外部环境,并应用EFE评价矩阵分析定量分析公司利用行业机会情况,在深入分析企业的内外部环境的基础上,用IFE矩阵对企业内部环境进行总结,应用SWOT战略矩阵、大战略矩阵等分析工具,结合战略适用性分析,得出公司应该采取相关多元化战略发展模式的结论,并且分析了公司的具体实施方式和企业战略保障措施,通过一系列的分析,研究了新华医疗器械股份有限公司这个具有独特的营销渠道,在医院及药厂等终端客户处具有良好信誉的企业,在单一产品做大做强的基础上,进一步利用现有龙头产品,通过开拓新的市场份额,完成了医疗器械、制药装备和医疗服务三大业务板块的总体布局,从而获得持续成长动力的发展战略。
[Abstract]:With the development of medical system reform and the popularization of national medical treatment, residents pay more and more attention to their own medical needs, and the development of medical device industry has increasingly entered the sight of the general public. The increasing demand also brings the development opportunity to the medical enterprise. However, the development of the medical device industry in our country started relatively late, and the medical device industry itself needs strong scientific research strength and financial strength. Its development was not achieved overnight. So far, the domestic industry has made certain achievements. However, compared with the first-class medical device industry abroad, there is still a big gap. For this reason, since 2013, the state has given high priority and support to its policies. In order to gradually improve the medical and pharmaceutical industry, the relevant standards have been formulated, revised and perfected. Up to 2015, A total of 34 mandatory industry standards and 62 recommended industry standards have been issued, involving nearly 90 products. To a certain extent, the system of medical device standards has gradually formed a new medical reform policy that began to be implemented in 2009. In line with the efforts of major ministries to improve the construction of the medical service system, at the same time, the state has invested a large amount of funds to promote the construction of a three-tier medical and health service network. The implementation of these policies has brought opportunities for the development of enterprises in the industry. Also reshuffle the market, industry enterprises began to survive the fittest. This article selects as the research object of the enterprise, Xinhua Medical device Group, is our party established the first medical device production enterprise, her own development witnessed our country medical device profession development, has the remarkable representative in the profession, The company's brand "Xinhua brand" is the only certified Chinese brand in the industry. Its original product line is only hospital infection control equipment and radiology equipment. The company has a market share of more than 70% of this product. With the change of market and the development of the industry, the company has gradually developed new products and entered new market segments. The pharmaceutical equipment industry, which began to develop in 2006, has also occupied most of the market in 2014. In recent years, through mergers and acquisitions, enterprises have begun to develop diagnostic reagents, surgery and orthopedic instruments and other product lines. At the same time, with the help of product advantages, they have begun to lay out the medical service industry in order to bring new profit growth points to enterprises. Seize the development opportunity brought by the new medical reform to the maximum extent. In this paper, we apply the management knowledge we have learned, use PEST analysis and Porter's five-force model to analyze the external environment facing the company, and apply the EFE evaluation matrix to analyze and analyze quantitatively the company's utilization of industry opportunities. Based on the deep analysis of the internal and external environment of the enterprise, this paper summarizes the internal environment of the enterprise by using the IFE matrix, applies the analysis tools such as the SWOT strategy matrix and the large strategy matrix, and analyzes the applicability of the strategy. Draw the conclusion that the company should adopt the relevant diversification strategy development model, and analyze the specific implementation of the company and enterprise strategy protection measures, through a series of analysis, Studied Xinhua Medical Devices Co., Ltd., which has a unique marketing channel and has good reputation in the terminal customers of hospitals and pharmaceutical factories, and makes further use of existing leading products on the basis of a single product becoming bigger and stronger. Through developing new market share, the overall layout of medical equipment, pharmaceutical equipment and medical service is completed, and the development strategy of sustained growth power is obtained.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272;F426.46

【相似文献】