XX临床营养制药有限公司差异化竞争战略研究

发布时间：2018-10-10 18:02

【摘要】：医药卫生行业与广大人民群众的生活密切相关,对我国经济的发展和社会的稳定有着非常重要的作用和影响。改革开放30年以来,我国的经济经历了令人惊叹的快速发展,人民群众的生活水平有了日新月异的提高。传统意义上的医药治疗已然不再是人民群众关注的唯一要点,而是更多的开始接触并重视营养健康以及营养治疗等方面的理念,对于医药卫生行业的发展有了进一步的新要求,这就为临床营养行业带来了大量且更为广阔的市场需求。XX临床营养制药有限公司已成立30余年,是中国临床营养行业中的佼佼者之一,在临床营养行业内具有一定的影响力。然而在拥抱发展机遇的同时,随着同类医药企业数量的逐步增多,同质化竞争愈演愈烈,XX临床营养制药有限公司的经营发展也受到了严重挑战,这就需要XX临床营养制药有限公司从差异化竞争的角度去思考公司的发展战略。一方面牢牢抓住机遇,另一方面勇于面对挑战,及时调整自身的竞争战略,从而不断提高自身的经营水平,开拓技术能力与生产能力的创新。本文在通过对差异化竞争战略的研究和对XX临床营养制药有限公司所面临的内外部环境分析的基础上,试图提出适合XX临床营养制药有限公司的差异化竞争战略的要点,包括品牌差异化、产品差异化、价格差异化、渠道差异化、促销差异化；并进行了XX临床营养制药有限公司差异化竞争战略实施的原则、途径和方法的论述。希望本文的研究能为XX临床营养制药有限公司获取有效的竞争优势以及长期稳定的发展提供借鉴。
[Abstract]:The medical and health industry is closely related to the life of the people and plays an important role in the economic development and social stability of our country. Since the reform and opening up 30 years ago, the economy of our country has experienced amazing and rapid development, and the living standard of the people has been improved with each passing day. Medical treatment in the traditional sense is no longer the only key point that the people pay attention to, but more people begin to contact and attach importance to the concept of nutrition, health and nutrition treatment, which has further new requirements for the development of the medical and health industry. XX Clinical Nutrition Pharmaceutical Co., Ltd. has been established for more than 30 years. It is one of the best clinical nutrition industry in China, and has a certain influence in clinical nutrition industry. However, while embracing the opportunities for development, with the number of similar pharmaceutical enterprises increasing gradually, the competition of homogeneity intensified, the management and development of XX Clinical Nutrition Pharmaceutical Co., Ltd. has also been seriously challenged. This requires XX Clinical Nutrition Pharmaceutical Co., Ltd. to consider its development strategy from the perspective of differentiation competition. On the one hand, grasp the opportunity firmly, on the other hand, dare to face the challenge, adjust oneself's competition strategy in time, thus continuously improve own management level, open up the innovation of technical ability and production capacity. Based on the analysis of the internal and external environment faced by XX Clinical Nutrition Pharmaceutical Co., Ltd., this paper tries to put forward the key points of differential competition strategy suitable for XX Clinical Nutrition Pharmaceutical Co., Ltd. It includes brand differentiation, product differentiation, price differentiation, channel differentiation, promotion differentiation, and discusses the principles, approaches and methods of implementing differentiation competition strategy of XX Clinical Nutrition Pharmaceutical Co., Ltd. It is hoped that the research in this paper can provide reference for XX Clinical Nutrition Pharmaceutical Co., Ltd to obtain effective competitive advantage and long-term stable development.
【学位授予单位】：东南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.72;F272

【相似文献】