本文關(guān)鍵詞： 蘇中藥業(yè) 環(huán)境分析 競(jìng)爭(zhēng)戰(zhàn)略　出處：《南京理工大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：隨著醫(yī)藥產(chǎn)業(yè)的高速發(fā)展,以及我國(guó)醫(yī)療衛(wèi)生體制的進(jìn)一步改革,以現(xiàn)代中藥為主的蘇中藥業(yè)集團(tuán)股份有限公司正面臨復(fù)雜多變的外部生存環(huán)境。而行業(yè)競(jìng)爭(zhēng)格局的改變以及企業(yè)自身的缺陷,使得企業(yè)的發(fā)展面臨嚴(yán)峻挑戰(zhàn)。蘇中藥業(yè)應(yīng)如何定位,采取何種競(jìng)爭(zhēng)策略,以較快的速度進(jìn)一步拓展醫(yī)藥市場(chǎng),提高市場(chǎng)份額,成為公司當(dāng)前面臨的重要問(wèn)題。 本文在運(yùn)用PEST框架分析政治、經(jīng)濟(jì)、社會(huì)、技術(shù)等宏觀環(huán)境,同時(shí)運(yùn)用波特的五力模型分析醫(yī)藥行業(yè)的整體競(jìng)爭(zhēng)環(huán)境,從外部環(huán)境得出企業(yè)面臨的機(jī)遇與威脅。運(yùn)用價(jià)值鏈分析法考察企業(yè)基本活動(dòng)和輔助活動(dòng),從內(nèi)部環(huán)境得出企業(yè)自身的優(yōu)勢(shì)與劣勢(shì)。結(jié)合蘇中藥業(yè)企業(yè)戰(zhàn)略定位,對(duì)三種競(jìng)爭(zhēng)戰(zhàn)略的可行性進(jìn)行分析,得出是結(jié)論是：蘇中藥業(yè)應(yīng)實(shí)施差異化競(jìng)爭(zhēng)戰(zhàn)略,以有效區(qū)別于競(jìng)爭(zhēng)對(duì)手。具體措施包括：研發(fā)醫(yī)藥新品種,實(shí)現(xiàn)產(chǎn)品差異化；轉(zhuǎn)變營(yíng)銷(xiāo)模式,實(shí)現(xiàn)營(yíng)銷(xiāo)差異化；重視品牌塑造和推廣,實(shí)現(xiàn)形象差異化；提升服務(wù)質(zhì)量,實(shí)現(xiàn)服務(wù)差異化。為確保戰(zhàn)略的有效運(yùn)行,制定了配套的保障措施：優(yōu)化企業(yè)組織結(jié)構(gòu)、加強(qiáng)人才隊(duì)伍建設(shè)以及傳承發(fā)揚(yáng)優(yōu)秀企業(yè)文化。
[Abstract]:With the rapid development of the pharmaceutical industry and the further reform of the medical and health system in China. The Suzhong Pharmaceutical Group Co., Ltd., which is based on modern Chinese medicine, is facing the complicated and changeable external living environment, and the changes of the competition pattern of the industry and the defects of the enterprises themselves. The development of enterprises is faced with severe challenges. How to position and what competitive strategy should be adopted to further expand the pharmaceutical market and increase market share. Become the important problem that the company faces at present. This paper uses PEST framework to analyze the macro environment such as politics, economy, society, technology and so on. At the same time, it uses Porter's five-force model to analyze the overall competitive environment of the pharmaceutical industry. The opportunities and threats faced by enterprises are derived from the external environment, and the basic and auxiliary activities of enterprises are investigated by value chain analysis. From the internal environment, the advantages and disadvantages of the enterprises themselves. Combined with the strategic positioning of the pharmaceutical enterprises in Jiangsu Province, the feasibility of the three competitive strategies is analyzed, and the conclusion is: the differentiated competitive strategy should be implemented in the pharmaceutical industry in the central Jiangsu Province. In order to effectively distinguish from competitors. Specific measures include: research and development of new varieties of medicine to achieve product differentiation; Changing marketing mode and realizing marketing differentiation; Pay attention to brand shaping and promotion, achieve image differentiation; In order to ensure the effective operation of the strategy, some supporting measures have been formulated, such as optimizing the organizational structure of the enterprise, strengthening the construction of the talent team and inheriting and carrying forward the excellent enterprise culture.
【學(xué)位授予單位】：南京理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F426.72;F272

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