本文選題：醫(yī)藥企業(yè)　切入點(diǎn)：并購(gòu)　出處：《安徽大學(xué)》2017年碩士論文

【摘要】：醫(yī)藥企業(yè)的研發(fā)投入巨大、新產(chǎn)品開(kāi)發(fā)周期長(zhǎng)、風(fēng)險(xiǎn)高等特點(diǎn),使得其內(nèi)生增長(zhǎng)面臨層層障礙,而外部并購(gòu)無(wú)疑成為其快速發(fā)展的重要戰(zhàn)略。同時(shí),由于關(guān)系到大眾的健康和生命安全,醫(yī)藥行業(yè)從生產(chǎn)到銷售以及品牌推廣等過(guò)程一直受到政府的嚴(yán)格監(jiān)管,其品牌資源既寶貴又很特殊,相對(duì)于其他行業(yè),醫(yī)藥行業(yè)并購(gòu)后品牌整合的意義顯得尤為重要。目前關(guān)于企業(yè)并購(gòu)后品牌整合的研究大都集中在整合的方式方法上,而雙方的品牌如何取舍、品牌的角色如何定位,資源向哪些品牌集中等等問(wèn)題,都沒(méi)有進(jìn)行深入的研究。本文針對(duì)以上問(wèn)題,以醫(yī)藥行業(yè)為背景,對(duì)并購(gòu)理論、品牌理論和品牌整合相關(guān)理論進(jìn)行了梳理,并分析了醫(yī)藥行業(yè)的特殊性以及在品牌管理上普遍存在的問(wèn)題,以安科生物公司為典型案例,引入矩陣模型的戰(zhàn)略分析方法,對(duì)企業(yè)并購(gòu)后繁雜的品牌系統(tǒng)進(jìn)行了量化研究,最終為企業(yè)構(gòu)造出品牌整合方案,并提出了相關(guān)策略和建議。
[Abstract]:The huge investment in R & D of pharmaceutical enterprises, the long development cycle of new products and the high risk make their endogenous growth face many obstacles, while external mergers and acquisitions undoubtedly become an important strategy for their rapid development. As the health and safety of the public, the pharmaceutical industry from production to sales and brand promotion and other processes have been strictly monitored by the government, its brand resources are valuable and very special, compared with other industries, The significance of brand integration after M & A in pharmaceutical industry is particularly important. At present, most of the researches on brand integration after M & A are focused on the ways and methods of integration, and how to choose and choose the brands and how to position the roles of the brands. There is no in-depth study on which brands are concentrated in resources. In view of the above problems, this paper combs the M & A theory, brand theory and brand integration theory in the context of the pharmaceutical industry. This paper also analyzes the particularity of pharmaceutical industry and the common problems in brand management. Taking Anke Biological Company as a typical case and introducing the strategic analysis method of matrix model, this paper makes a quantitative study on the complex brand system after M & A. Finally, it constructs a brand integration scheme for enterprises, and puts forward relevant strategies and suggestions.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.72;F271;F273.2

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