本文選題：新醫(yī)改 + 醫(yī)藥企業(yè)�。� 參考：《山東理工大學(xué)》2013年碩士論文

【摘要】：隨著我國(guó)新醫(yī)改的不斷深化開(kāi)展,醫(yī)藥行業(yè)的格局不斷發(fā)生變化,醫(yī)藥企業(yè)面臨的市場(chǎng)競(jìng)爭(zhēng)環(huán)境也發(fā)生了明顯的變化。新醫(yī)改釋放了醫(yī)療需求,帶動(dòng)了藥品需求的增長(zhǎng),這為藥品流通業(yè)提供了市場(chǎng)機(jī)遇,但同時(shí)醫(yī)藥市場(chǎng)的監(jiān)管工作力度越來(lái)越大,醫(yī)藥行業(yè)的管理越來(lái)越規(guī)范,新的招標(biāo)制度和新版GMP認(rèn)證的實(shí)施等對(duì)醫(yī)藥企業(yè)的競(jìng)爭(zhēng)環(huán)境造成了很大的影響。H藥業(yè)公司是一家集科工貿(mào)于一體以生產(chǎn)大容量注射劑為主的大型綜合型制藥企業(yè),在山東省區(qū)域內(nèi)品牌和市場(chǎng)占有率有明顯的優(yōu)勢(shì)。作為一家地域性特色制藥企業(yè),近年來(lái)面臨著成本不斷上升,利潤(rùn)不斷下滑,競(jìng)爭(zhēng)壓力越來(lái)越大,企業(yè)發(fā)展步伐逐步變慢的情況。在這種情況下,如何利用新醫(yī)改形勢(shì)下政策和市場(chǎng)環(huán)境的變化,找準(zhǔn)市場(chǎng)目標(biāo)定位,科學(xué)合理地制定行之有效地競(jìng)爭(zhēng)戰(zhàn)略并加以實(shí)施,不斷擴(kuò)大市場(chǎng)份額,保證企業(yè)的可持續(xù)發(fā)展,是H藥業(yè)公司的當(dāng)務(wù)之急。 本文首先介紹了選題背景,從理論和實(shí)踐兩個(gè)方面闡述了選題的意義,介紹了本文研究的思路、方法和框架,詳述了國(guó)內(nèi)外研究的現(xiàn)狀,回顧了競(jìng)爭(zhēng)戰(zhàn)略和SWOT分析理論和波特五力模型等管理理論的基本內(nèi)容。隨后本文系統(tǒng)地分析了企業(yè)所處的外部環(huán)境并通過(guò)波特五力模型分析了在新醫(yī)改形勢(shì)下企業(yè)所處的競(jìng)爭(zhēng)環(huán)境中購(gòu)買(mǎi)者、供應(yīng)商、競(jìng)爭(zhēng)者、市場(chǎng)潛在進(jìn)入者和替代品的有關(guān)情況及對(duì)企業(yè)的影響。然后從企業(yè)的組織結(jié)構(gòu),人力資源管理,主營(yíng)產(chǎn)品和研發(fā)能力,營(yíng)銷(xiāo)策略和渠道,企業(yè)文化和信息化幾個(gè)方面全面分析了企業(yè)的內(nèi)部環(huán)境。基于企業(yè)內(nèi)外部環(huán)境分析的基礎(chǔ)上利用SWOT分析H藥業(yè)公司在目前在醫(yī)藥行業(yè)市場(chǎng)競(jìng)爭(zhēng)中存在的優(yōu)勢(shì)和劣勢(shì)、機(jī)會(huì)和威脅,并列出SWOT矩陣分析表,最后為H藥業(yè)公司選擇了差異化競(jìng)爭(zhēng)戰(zhàn)略,并重點(diǎn)通過(guò)產(chǎn)品差異化、質(zhì)量差異化和營(yíng)銷(xiāo)渠道差異化進(jìn)行實(shí)施,目的是幫助企業(yè)避開(kāi)價(jià)格競(jìng)爭(zhēng),在特定區(qū)域形成優(yōu)勢(shì)市場(chǎng),從而產(chǎn)生較高收益,增長(zhǎng)利潤(rùn),保障科研經(jīng)費(fèi)支出,克服市場(chǎng)不穩(wěn)定的劣勢(shì),形成良性循環(huán)。 本文對(duì)H藥業(yè)公司在新醫(yī)改條件下制定積極有效地競(jìng)爭(zhēng)戰(zhàn)略具有一定的現(xiàn)實(shí)指導(dǎo)意義,同時(shí)也分析了新醫(yī)改對(duì)醫(yī)藥企業(yè)的深遠(yuǎn)影響,對(duì)其他醫(yī)藥企業(yè)的未來(lái)發(fā)展方向提供一定的借鑒和參考。
[Abstract]:With the deepening of the new medical reform in China, the pattern of the pharmaceutical industry has changed constantly, and the market competition environment faced by the pharmaceutical enterprises has also changed obviously. The new medical reform has released the medical demand and led to the growth of drug demand. This has provided a market opportunity for the pharmaceutical circulation industry, but at the same time, the supervision of the pharmaceutical market has become more and more powerful, and the management of the pharmaceutical industry has become more and more standardized. The new bidding system and the implementation of the new GMP certification have had a great impact on the competitive environment of pharmaceutical enterprises. H Pharmaceutical Company is a large comprehensive pharmaceutical enterprise that integrates science, industry, trade and production of large volume injections. In Shandong Province region brand and market share has obvious advantage. As a regional characteristic pharmaceutical enterprise, in recent years, it is faced with the situation that the cost is rising, the profit is declining, the competition pressure is increasing, and the development of the enterprise is becoming slower and slower. In this case, how to make use of the change of policy and market environment under the new medical reform situation, find out the market target position, scientifically and reasonably formulate the effective competitive strategy and implement it, and expand the market share continuously. Guarantee the sustainable development of the enterprise, is the urgent matter of H pharmaceutical company. This paper first introduces the background of the topic, expounds the significance of the topic from both theoretical and practical aspects, introduces the ideas, methods and framework of this study, and details the current research situation at home and abroad. The basic contents of competitive strategy, SWOT analysis theory and Porter's five-force model are reviewed. Then this paper systematically analyzes the external environment of the enterprise and analyzes the buyers, suppliers and competitors in the competitive environment of the enterprise under the new medical reform situation through Porter's five-force model. Market potential entrants and alternatives related to the situation and the impact on the enterprise. Then the internal environment of the enterprise is comprehensively analyzed from the following aspects: organizational structure, human resource management, main products and R & D capability, marketing strategy and channel, enterprise culture and information technology. Based on the analysis of the internal and external environment of enterprises, SWOT is used to analyze the strengths and weaknesses, opportunities and threats of H pharmaceutical companies in the current market competition in the pharmaceutical industry, and the SWOT matrix analysis table is given. Finally, we choose the strategy of differentiation competition for H pharmaceutical company, and focus on the implementation of product differentiation, quality differentiation and marketing channel differentiation. The purpose of this strategy is to help enterprises avoid price competition and form an advantage market in specific regions. So it can produce higher income, increase profit, guarantee the expenditure of scientific research, overcome the disadvantage of market instability, and form a virtuous circle. This paper has some practical significance for H Pharmaceutical Company to formulate active and effective competitive strategy under the condition of new medical reform, and also analyzes the far-reaching influence of the new medical reform on pharmaceutical enterprises. To other pharmaceutical enterprises in the future development direction to provide certain reference and reference.
【學(xué)位授予單位】：山東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F272;F426.72

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