發(fā)布時間：2018-01-17 15:13

  本文關鍵詞：國內中小醫(yī)藥包裝企業(yè)藍海戰(zhàn)略運用研究　出處：《上海外國語大學》2013年碩士論文　論文類型：學位論文

  更多相關文章： 中小醫(yī)藥包裝 藍海戰(zhàn)略 價值創(chuàng)新 競爭

【摘要】：中小醫(yī)藥包裝企業(yè)是我國包裝行業(yè)的主體之一。中小醫(yī)藥包裝企業(yè)自改革開放以來，經歷了發(fā)展初期，發(fā)展期、成熟期，當前很多中小醫(yī)藥包裝企業(yè)深陷血腥紅海之中，對中小醫(yī)藥包裝企業(yè)藍海戰(zhàn)略的運用研究不僅為中小醫(yī)藥包裝企業(yè)沖破當前把競爭對手作為標桿，以低質量、低價格為主要競爭手段的紅海，而且以不同的視角創(chuàng)建新的市場界限，超越競爭。 藍海戰(zhàn)略的核心是價值創(chuàng)新。它不是以競爭對手作為競爭的標尺，也不是盲目把價值創(chuàng)新等同于技術創(chuàng)新，把價值創(chuàng)新等同于高成本、也不把獨辟蹊徑等同于市場細分。藍海戰(zhàn)略的運用是通過提供獨特的價值創(chuàng)新以創(chuàng)造更多的需求，它通過戰(zhàn)略曲線圖發(fā)現市場上存在的現有產品價值，它的作用是充分了解競爭對手的現有特點，捕捉已知市場的競爭現狀，市場發(fā)展方向，資金投入以及顧客的選擇方向從而發(fā)展差異化戰(zhàn)略。藍海戰(zhàn)略運用是將企業(yè)內部資源重新按照市場關注的重要價值創(chuàng)新元素進行分配，企業(yè)可以同時兼顧價值差異化和低成本。 本文對中國中小醫(yī)藥包裝企業(yè)的現狀進行了分析，分析了內部困境和外部所面臨的挑戰(zhàn)和發(fā)展現狀。運用自行歸納的多角分析對中小醫(yī)藥包裝企業(yè)內部各主要戰(zhàn)略要素和外部要素之間的相互影響進行了分析，借用分析工具對中小醫(yī)藥包裝企業(yè)的外部環(huán)境和內部競爭要素進行了分析，利用藍海戰(zhàn)略的系列分析工具分析市場需求，創(chuàng)造價值要素，運用戰(zhàn)略步驟驗證藍海戰(zhàn)略創(chuàng)意的可行性。最后對中小醫(yī)藥包裝企業(yè)在執(zhí)行藍海戰(zhàn)略的過程中如何根據企業(yè)的文化與企業(yè)組織特點來貫徹執(zhí)行戰(zhàn)略，并且研究處在價值鏈上的不同元素對藍海戰(zhàn)略的影響。 本文最后以上海HS包裝公司為實例，分析了一家民營中小醫(yī)藥包裝公司如何通過藍海戰(zhàn)略運用，重新構建內部資源，使低成本和差異化得以兼顧并存，重新構建了市場邊界。上海HS包裝公司通過藍海戰(zhàn)略運用，現在已經發(fā)展為集鋁箔包裝的研發(fā)、生產、銷售為一體的醫(yī)藥包裝企業(yè)。本文的研究成果不但對中小醫(yī)藥包裝公司如何運用藍海戰(zhàn)略運用有一定的借鑒意義，，而且對其它包裝公司如何避開紅海開拓屬于自己的藍海也有一定參考價值。
[Abstract]:Small and medium-sized pharmaceutical packaging enterprises are one of the main body of packaging industry in China. Since the reform and opening up, small and medium-sized pharmaceutical packaging enterprises have experienced the initial development, development period, mature period. At present, many small and medium-sized pharmaceutical packaging enterprises are trapped in the bloody Red Sea. The study on the use of blue sea strategy of small and medium-sized pharmaceutical packaging enterprises not only breaks through the competition as a benchmark for small and medium-sized pharmaceutical packaging enterprises, but also with low quality. Low price as the main means of competition, and with different perspectives to create new market boundaries, beyond competition. The core of Blue Ocean strategy is value innovation, which is not based on competitors as a yardstick of competition, nor blindly equates value innovation with technological innovation, and equates value innovation with high cost. The use of blue sea strategy is to provide unique value innovation to create more demand, it finds the existing product value in the market through strategic graph. Its function is to fully understand the existing characteristics of competitors, capture the current situation of the known market competition, market development direction. The use of blue sea strategy is to redistribute the internal resources of the enterprise according to the important value innovation elements of market concern. Enterprises can take into account both value differentiation and low cost. This paper analyzes the current situation of small and medium-sized pharmaceutical packaging enterprises in China. This paper analyzes the internal predicament, the challenges and the development status of the external, and analyzes the interaction between the main strategic elements and the external elements of the small and medium-sized pharmaceutical packaging enterprises by using the self-induced multi-angle analysis. Using the analysis tools to analyze the external environment and internal competition factors of small and medium-sized pharmaceutical packaging enterprises, using the blue sea strategy of a series of analysis tools to analyze market demand, create value elements. Finally, how to carry out the strategy according to the culture and organizational characteristics of the small and medium-sized pharmaceutical packaging enterprises in the implementation of the blue sea strategy. And study the impact of different elements in the value chain on the blue sea strategy. Finally, taking Shanghai HS Packaging Company as an example, this paper analyzes how a private medium and small medical packaging company reconstructs internal resources through the use of blue sea strategy, so that low cost and differentiation can coexist. Shanghai HS Packaging Company has developed into research and production of aluminum foil packaging through blue sea strategy. Sales as one of the pharmaceutical packaging enterprises. The research results of this paper not only for small and medium-sized pharmaceutical packaging companies how to use the blue sea strategy has a certain reference significance. And other packaging companies how to avoid the Red Sea to develop their own blue sea also has a certain reference value.
【學位授予單位】：上海外國語大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F426.8

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