【摘要】：隨著醫(yī)藥行業(yè)政策的頻繁出臺(tái),醫(yī)藥流通行業(yè)市場(chǎng)競(jìng)爭(zhēng)日趨激烈,醫(yī)藥企業(yè)利潤呈下降趨勢(shì)。而我國經(jīng)濟(jì)的快速發(fā)展、人口老齡化趨勢(shì),慢性病患者數(shù)量日益增加,將促使藥品需求量快速增長。醫(yī)藥流通行業(yè)“十二五”規(guī)劃出臺(tái)后,行業(yè)集中度將進(jìn)一步提升,規(guī)模型醫(yī)藥流通企業(yè)將迎來“黃金十年”的大好機(jī)遇。H公司是一家綜合性醫(yī)藥流通上市公司,近年來在公司高層努力經(jīng)營下,已經(jīng)發(fā)展成為在浙江省具有較強(qiáng)的影響力的醫(yī)藥流通企業(yè)。但是H公司目前盈利能力較弱,缺乏核心競(jìng)爭(zhēng)力,發(fā)展速度與行業(yè)中醫(yī)藥巨頭企業(yè)相比還存在一定的差距,迫切需要重新制定新戰(zhàn)略,使H公司在新醫(yī)藥經(jīng)濟(jì)形勢(shì)下保持快速發(fā)展。 本文在提出行業(yè)背景及研究意義后,論述了戰(zhàn)略理論,運(yùn)用SWOT分析法和PEST分析法,根據(jù)分析結(jié)果,提出H公司發(fā)展戰(zhàn)略,選擇了差異化戰(zhàn)略作為競(jìng)爭(zhēng)戰(zhàn)略,從而使H公司能在激烈的市場(chǎng)競(jìng)爭(zhēng)中獲取競(jìng)爭(zhēng)優(yōu)勢(shì)。本文認(rèn)為H公司實(shí)施差異化戰(zhàn)略可有效抵御外部環(huán)境的競(jìng)爭(zhēng)壓力,在競(jìng)爭(zhēng)中獲得主動(dòng)權(quán)和核心競(jìng)爭(zhēng)力,使H公司保持競(jìng)爭(zhēng)優(yōu)勢(shì)。 本文運(yùn)用PEST分析法,分析了H公司的外部環(huán)境,得出國內(nèi)經(jīng)濟(jì)保持平穩(wěn)增長,人口老齡化趨勢(shì)等因素將促使藥品需求量增長結(jié)論。通過運(yùn)用SWOT分析法,對(duì)H公司的優(yōu)勢(shì)劣勢(shì)、機(jī)會(huì)和威脅進(jìn)行分析,剖析了醫(yī)藥流通行業(yè)的整體競(jìng)爭(zhēng)環(huán)境,幫助H公司辨別自身所面臨的機(jī)遇與挑戰(zhàn)。 根據(jù)PEST分析法和SWOT分析法分析得出的結(jié)果,H公司選擇差異化戰(zhàn)略作為競(jìng)爭(zhēng)戰(zhàn)略,差異化戰(zhàn)略將有效改變H公司經(jīng)營現(xiàn)狀,并幫助H公司適應(yīng)不斷變化的外部環(huán)境。在H公司具體實(shí)施差異化戰(zhàn)略的過程中,具體通過產(chǎn)品差異化、渠道差異化、服務(wù)差異化、品牌差異化和發(fā)展中藥全產(chǎn)業(yè)鏈差異化等戰(zhàn)略來獲取競(jìng)爭(zhēng)優(yōu)勢(shì)。在選擇H公司戰(zhàn)略后,為確保戰(zhàn)略有效實(shí)施,實(shí)現(xiàn)可持續(xù)發(fā)展戰(zhàn)略目標(biāo),H公司采取了調(diào)整組織架構(gòu)、建設(shè)人力資源體系等保障措施,使H公司戰(zhàn)略得以順利實(shí)施。
[Abstract]:With the frequent introduction of pharmaceutical industry policies, the market competition of pharmaceutical circulation industry is becoming more and more fierce, and the profit of pharmaceutical enterprises is declining. The rapid development of Chinese economy, the aging trend of population and the increasing number of chronic disease patients will promote the rapid growth of drug demand. After the introduction of the 12th Five-Year Plan for the pharmaceutical circulation industry, the industry concentration will be further enhanced, and the large-scale pharmaceutical circulation enterprises will have a good opportunity of "golden decade." H Company is a comprehensive pharmaceutical circulation listed company. In recent years, it has developed into a pharmaceutical circulation enterprise with strong influence in Zhejiang province. However, at present, H Company is weak in profitability, lacking in core competitiveness, and still has a certain gap in the speed of development compared with the Chinese medicine giant enterprises in the industry. Therefore, it is urgent to reformulate a new strategy. So that H company in the new pharmaceutical economic situation to maintain rapid development. After putting forward the industry background and research significance, this paper discusses the strategic theory, using SWOT analysis and PEST analysis, according to the analysis results, puts forward the H company's development strategy, selects the differentiation strategy as the competition strategy. Thus, H Company can gain competitive advantage in the fierce market competition. This paper holds that H Company can effectively resist the competitive pressure from the external environment and gain the initiative and core competence in the competition, so that H Company can maintain its competitive advantage. In this paper, the external environment of H Company is analyzed by using PEST analysis method, and the conclusion is drawn that domestic economy keeps steady growth, population aging trend and other factors will promote the increase of drug demand. By means of SWOT analysis, this paper analyzes the strengths, weaknesses, opportunities and threats of H Company, analyzes the overall competitive environment in the pharmaceutical circulation industry, and helps H Company distinguish the opportunities and challenges it faces. According to the results of PEST analysis and SWOT analysis, H company chooses differentiation strategy as competition strategy, which will effectively change H company management status and help H company adapt to the changing external environment. In the process of implementing the differentiation strategy in H Company, the competitive advantage is gained through the strategies of product differentiation, channel differentiation, service differentiation, brand differentiation and the development of traditional Chinese medicine industry chain differentiation. In order to ensure the effective implementation of the strategy and realize the strategic goal of sustainable development, H Company has adopted the measures of adjusting the organizational structure and constructing the human resource system, so that the strategy of H Company can be carried out smoothly.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F426.72;F272

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