發(fā)布時(shí)間：2018-07-26 11:37

【摘要】：醫(yī)藥衛(wèi)生行業(yè)與廣大人民群眾的生活密切相關(guān)，對(duì)我國經(jīng)濟(jì)社會(huì)的穩(wěn)定與發(fā)展有著非常重要的影響。同時(shí)，醫(yī)藥行業(yè)又是一個(gè)技術(shù)密集型和資金密集型行業(yè)。當(dāng)前，我國正處于快速發(fā)展的時(shí)期，對(duì)醫(yī)藥領(lǐng)域的發(fā)展水平有著較高的要求。制藥企業(yè)作為醫(yī)藥衛(wèi)生事業(yè)重要的組成部門，要隨著經(jīng)濟(jì)社會(huì)的變革而提高自身的經(jīng)營水平，調(diào)整自身的發(fā)展機(jī)制，，促進(jìn)技術(shù)水平與生產(chǎn)水平的創(chuàng)新，逐步提高醫(yī)藥企業(yè)的規(guī)模化發(fā)展，提高我國醫(yī)藥企業(yè)的市場占有率，提高產(chǎn)品質(zhì)量，滿足人民群眾日益增長的醫(yī)藥衛(wèi)生需求。M醫(yī)藥有限公司是一家綜合性的醫(yī)藥經(jīng)營企業(yè)，集醫(yī)藥生產(chǎn)、批發(fā)和零售與一體。公司成立初期，隨著我國經(jīng)濟(jì)的發(fā)展而快速發(fā)展，實(shí)現(xiàn)了規(guī)模化發(fā)展，在制藥行業(yè)內(nèi)具有一定的影響力。然后，隨著醫(yī)藥企業(yè)數(shù)量的逐步增多，競爭對(duì)手的實(shí)力不斷增強(qiáng)，M醫(yī)藥公司的市場地位受到嚴(yán)重挑戰(zhàn)。在外部環(huán)境與內(nèi)部體制已經(jīng)變化的情況下，需要M醫(yī)藥公司管理層認(rèn)真分析內(nèi)外部環(huán)境的深刻變化，制定有效地應(yīng)對(duì)機(jī)制，在激烈的市場競爭面前維護(hù)自身優(yōu)勢(shì)，擴(kuò)大市場占有率。在新的市場條件下繼續(xù)保持自身的發(fā)展。 本文以M醫(yī)藥公司為案例，對(duì)其目前的經(jīng)營狀況與戰(zhàn)略體系進(jìn)行研究，針對(duì)M醫(yī)藥公司的實(shí)際情況討論差異化戰(zhàn)略對(duì)M醫(yī)藥公司的適用。首先，本文對(duì)相關(guān)的戰(zhàn)略管理理論和相關(guān)的分析工具進(jìn)行了整理，提出本文研究的基本方法與邏輯路徑。然后分析了M醫(yī)藥公司目前面臨的外部環(huán)境與內(nèi)部環(huán)境。在此基礎(chǔ)上，提出M醫(yī)藥公司進(jìn)行差異化戰(zhàn)略實(shí)施的內(nèi)容。外部環(huán)境對(duì)企業(yè)的發(fā)展有著非常重要的影響，M醫(yī)藥公司面臨的外部環(huán)境已經(jīng)發(fā)生的深刻的變革，對(duì)M醫(yī)藥公司的發(fā)展戰(zhàn)略進(jìn)行重構(gòu)就必須對(duì)外部環(huán)境進(jìn)行把握。本文運(yùn)用PEST分析方法，對(duì)M醫(yī)藥公司面臨的宏觀環(huán)境進(jìn)行了分析，其次對(duì)M醫(yī)藥公司所處的行業(yè)環(huán)境進(jìn)行了分析，對(duì)其競爭對(duì)手進(jìn)行了對(duì)比研究，并且識(shí)別了M醫(yī)藥公司的優(yōu)勢(shì)與劣勢(shì)、機(jī)會(huì)與威脅。在對(duì)M醫(yī)藥公司內(nèi)部進(jìn)行分析時(shí)，重點(diǎn)研究了M醫(yī)藥公司內(nèi)部的管理結(jié)構(gòu)、目前的人才狀況、企業(yè)經(jīng)營管理的效率、企業(yè)目前的營銷方式與渠道等。對(duì)公司內(nèi)部的研究有利于了解公司的資源，進(jìn)而提出適當(dāng)?shù)膽?zhàn)略方案。針對(duì)M公司的具體情況提出適合于M醫(yī)藥公司的差異化發(fā)展戰(zhàn)略是本文的重點(diǎn)，本文對(duì)M醫(yī)藥公司的整體情況情況進(jìn)行了了解之后，對(duì)具體的戰(zhàn)略方案與方法進(jìn)行了選擇與評(píng)估，提出了差異化戰(zhàn)略是M醫(yī)藥公司促進(jìn)自身發(fā)展的有效戰(zhàn)略。對(duì)該戰(zhàn)略的實(shí)施與保障措施進(jìn)行了分析和討論。通過差異化戰(zhàn)略的實(shí)施實(shí)現(xiàn)M醫(yī)藥公司在新的條件下保持持續(xù)的發(fā)展。
[Abstract]:The medical and health industry is closely related to the life of the broad masses of the people and has a very important influence on the stability and development of our country's economy and society. At the same time, the pharmaceutical industry is a technology-intensive and capital-intensive industries. At present, our country is in the period of rapid development, the development level of the field of medicine has higher requirements. Pharmaceutical enterprises, as an important component of the medical and health industry, should improve their management level, adjust their own development mechanism, and promote the innovation of technology and production level along with the economic and social changes. Step by step to improve the scale development of pharmaceutical enterprises, to increase the market share of Chinese pharmaceutical enterprises, to improve the quality of products, and to meet the increasing medical and health needs of the people. M Pharmaceutical Co., Ltd. is a comprehensive pharmaceutical business enterprise. Set pharmaceutical production, wholesale and retail with one. At the beginning of its establishment, with the rapid development of economy in our country, the company has realized large-scale development and has certain influence in the pharmaceutical industry. Then, with the increasing number of pharmaceutical companies, the market position of the pharmaceutical company is seriously challenged. When the external environment and internal system have changed, it is necessary for the management of M Pharmaceutical Company to seriously analyze the profound changes in the internal and external environment, formulate effective coping mechanisms, and safeguard their own advantages in the face of fierce market competition. Expand market share. In the new market conditions continue to maintain their own development. This paper takes M Pharmaceutical Company as an example, studies its current operating situation and strategic system, and discusses the application of differentiation strategy to M Pharmaceutical Company in view of the actual situation of M Pharmaceutical Company. Firstly, this paper collates the relevant strategic management theory and related analysis tools, and puts forward the basic method and logical path of this paper. Then it analyzes the external environment and internal environment that M Pharmaceutical Company is facing at present. On this basis, put forward M pharmaceutical company to carry out differentiation strategy implementation content. The external environment has a very important impact on the development of enterprises. The external environment of M Pharmaceutical Company has undergone profound changes. To reconstruct the development strategy of M Pharmaceutical Company, we must grasp the external environment. In this paper, PEST analysis method is used to analyze the macro environment faced by M Pharmaceutical Company. Secondly, the industry environment of M Pharmaceutical Company is analyzed, and its competitors are compared. And identified M pharmaceutical company's strengths and weaknesses, opportunities and threats. In the internal analysis of M pharmaceutical company, the paper focuses on the internal management structure of M pharmaceutical company, the current talent situation, the efficiency of enterprise management, the current marketing mode and channel of M pharmaceutical company. Research within the company is conducive to understanding the company's resources, and then put forward an appropriate strategic plan. According to the specific situation of M company, it is the focus of this paper to put forward the strategy of differentiation development suitable for M pharmaceutical company. After understanding the overall situation of M pharmaceutical company in this paper, This paper selects and evaluates the specific strategic plan and method, and puts forward that the differentiation strategy is an effective strategy for M Pharmaceutical Company to promote its own development. The implementation and safeguard measures of the strategy are analyzed and discussed. Through the implementation of differentiation strategy, M Pharmaceutical Company to maintain sustainable development under the new conditions.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F272;F426.72

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