A生物制藥公司競爭戰(zhàn)略研究
發(fā)布時間：2019-06-03 05:53
【摘要】：生物制藥產業(yè)是21世紀最有發(fā)展前景的高科技產業(yè)，是公認的朝陽產業(yè)和國際化產業(yè)，也是一個依靠多學科領域以及先進技術和手段發(fā)展的高科技產業(yè)群體，生物制藥產業(yè)的發(fā)展狀況直接關系到國民的健康和社會穩(wěn)定，并對經濟發(fā)展有巨大的推進作用。我國經濟的不斷發(fā)展帶來了居民生活水平的穩(wěn)步提高，對健康的需求逐漸增加，這為生物制藥行業(yè)的發(fā)展提供了很好的發(fā)展機遇。 A生物制藥公司是一家致力于基因工程制藥的高新技術企業(yè)，公司始建于1996年，發(fā)展至今，一直堅持“行正、術奇、勤奮、關愛”的企業(yè)理念，經過多年的發(fā)展，目前已經在重組人生長激素領域取得了卓越的成績，占據較大的市場份額。但是隨著經濟全球化進程的加快，科技的不斷進步，生物制藥行業(yè)的不斷發(fā)展，包括基因工程制藥在內的生物制藥行業(yè)競爭不斷加劇，越來越多的企業(yè)看到行業(yè)可觀的發(fā)展前景，，開始進入這一領域。A公司若想在如此激烈的市場競爭中穩(wěn)定市場地位，獲得持續(xù)發(fā)展，就必須制定切實可行的市場競爭戰(zhàn)略。 本文首先從宏觀環(huán)境和行業(yè)環(huán)境的角度對A公司所處的外部環(huán)境進行了分析，具體包括國內經濟發(fā)展狀況，相關政策法規(guī)，生物制藥行業(yè)發(fā)展狀況等，包含了政治、經濟、社會、技術等方面，運用波特五力分析模型，對A公司目前的競爭狀況進行分析。然后將外部因素分為機會和威脅兩類，并運用企業(yè)外部因素評價矩陣（EFE），從整體上對外部環(huán)境進行分析，得出外部環(huán)境對A公司的發(fā)展比較有利的觀點。 然后，從企業(yè)資源和企業(yè)能力兩個方面對A公司的內部環(huán)境進行了分析，其中企業(yè)資源包括實物資源、財務資源、組織資源和人力資源，企業(yè)能力包括生產能力、學習能力、技術研發(fā)能力和市場營銷能力，通過這些分析，對A公司的內部環(huán)境進行了全面的了解和掌握，進而總結歸納出內部優(yōu)勢和劣勢，運用內部因素評價（IFE）矩陣對這些因素進行整合，分析，最終得出內部環(huán)境對A公司發(fā)展有利的觀點。 基于對A公司內外部環(huán)境的充分了解和分析，借助SWOT分析矩陣，考慮到公司的戰(zhàn)略目標，并結合三種基本競爭戰(zhàn)略的特點及適用條件，確定了A公司采取的差異化競爭戰(zhàn)略，并給出從產品、品牌、市場營銷和人力資源四個方面具體實施差異化戰(zhàn)略，最后提出優(yōu)化企業(yè)組織結構、加強企業(yè)文化建設和信息化建設，進而保障差異化戰(zhàn)略的實施。A公司差異化競爭戰(zhàn)略的提出，具有很強的實用性和針對性，對于其實現(xiàn)企業(yè)目標，獲得更好的發(fā)展起到了很大的推動作用，同時對于其他同類企業(yè)的生產運營也具有較強的實際指導和借鑒意義。
[Abstract]:Biopharmaceuticals industry is the most promising high-tech industry in the 21st century. It is recognized as a sunrise industry and an international industry. It is also a group of high-tech industries that rely on multi-disciplinary fields and advanced technologies and means. The development of biopharmaceuticals industry is directly related to the health and social stability of the people, and plays a great role in promoting economic development. The continuous development of China's economy has brought about a steady improvement in the living standards of residents and a gradual increase in the demand for health, which provides a good opportunity for the development of biopharmaceuticals industry. A Biopharmaceuticals Company is a high-tech enterprise dedicated to genetic engineering pharmacy. The company was founded in 1996 and has been developing since 1996. It has always adhered to the enterprise concept of "positive, ingenious, diligent and caring". After many years of development, At present, it has made outstanding achievements in the field of recombinant human growth hormone and occupied a large market share. However, with the acceleration of the process of economic globalization, the continuous progress of science and technology, the continuous development of the biopharmaceuticals industry, including genetic engineering pharmaceuticals, the competition in the biopharmaceuticals industry is becoming more and more serious. More and more enterprises see the considerable development prospects of the industry and begin to enter this field. If Company A wants to stabilize its market position and obtain sustainable development in such fierce market competition, it must formulate a feasible market competition strategy. This paper first analyzes the external environment of Company A from the perspective of macro environment and industry environment, including domestic economic development, relevant policies and regulations, the development of biopharmacy industry and so on, including politics and economy. In society, technology and other aspects, the Porter five-force analysis model is used to analyze the current competition situation of A company. Then the external factors are divided into opportunity and threat, and the external environment is analyzed by using the evaluation matrix (EFE), of external factors, and the viewpoint that the external environment is beneficial to the development of A company is obtained. Then, the internal environment of Company A is analyzed from two aspects of enterprise resources and enterprise ability, in which enterprise resources include physical resources, financial resources, organizational resources and human resources, and enterprise capabilities include production capacity and learning ability. Through these analysis, this paper makes a comprehensive understanding and mastery of the internal environment of Company A, and then sums up the internal advantages and disadvantages. The internal factor evaluation (IFE) matrix is used to integrate and analyze these factors, and finally the viewpoint that the internal environment is beneficial to the development of A company is obtained. Based on the full understanding and analysis of the internal and external environment of Company A, with the help of SWOT analysis matrix, considering the strategic objectives of the company, and combining the characteristics and applicable conditions of the three basic competitive strategies, the differential competitive strategy adopted by Company A is determined. And gives the concrete implementation differentiation strategy from the product, the brand, the marketing and the human resources four aspects, finally proposes to optimize the enterprise organization structure, strengthens the enterprise culture construction and the information construction. And then to ensure the implementation of differentiation strategy. A company differentiation competition strategy, has a strong practicability and pertinence, for its realization of enterprise goals, to achieve better development has played a great role in promoting. At the same time, it also has strong practical guidance and reference significance for the production and operation of other similar enterprises.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F272;F426.72
本文編號：2491725
[Abstract]:Biopharmaceuticals industry is the most promising high-tech industry in the 21st century. It is recognized as a sunrise industry and an international industry. It is also a group of high-tech industries that rely on multi-disciplinary fields and advanced technologies and means. The development of biopharmaceuticals industry is directly related to the health and social stability of the people, and plays a great role in promoting economic development. The continuous development of China's economy has brought about a steady improvement in the living standards of residents and a gradual increase in the demand for health, which provides a good opportunity for the development of biopharmaceuticals industry. A Biopharmaceuticals Company is a high-tech enterprise dedicated to genetic engineering pharmacy. The company was founded in 1996 and has been developing since 1996. It has always adhered to the enterprise concept of "positive, ingenious, diligent and caring". After many years of development, At present, it has made outstanding achievements in the field of recombinant human growth hormone and occupied a large market share. However, with the acceleration of the process of economic globalization, the continuous progress of science and technology, the continuous development of the biopharmaceuticals industry, including genetic engineering pharmaceuticals, the competition in the biopharmaceuticals industry is becoming more and more serious. More and more enterprises see the considerable development prospects of the industry and begin to enter this field. If Company A wants to stabilize its market position and obtain sustainable development in such fierce market competition, it must formulate a feasible market competition strategy. This paper first analyzes the external environment of Company A from the perspective of macro environment and industry environment, including domestic economic development, relevant policies and regulations, the development of biopharmacy industry and so on, including politics and economy. In society, technology and other aspects, the Porter five-force analysis model is used to analyze the current competition situation of A company. Then the external factors are divided into opportunity and threat, and the external environment is analyzed by using the evaluation matrix (EFE), of external factors, and the viewpoint that the external environment is beneficial to the development of A company is obtained. Then, the internal environment of Company A is analyzed from two aspects of enterprise resources and enterprise ability, in which enterprise resources include physical resources, financial resources, organizational resources and human resources, and enterprise capabilities include production capacity and learning ability. Through these analysis, this paper makes a comprehensive understanding and mastery of the internal environment of Company A, and then sums up the internal advantages and disadvantages. The internal factor evaluation (IFE) matrix is used to integrate and analyze these factors, and finally the viewpoint that the internal environment is beneficial to the development of A company is obtained. Based on the full understanding and analysis of the internal and external environment of Company A, with the help of SWOT analysis matrix, considering the strategic objectives of the company, and combining the characteristics and applicable conditions of the three basic competitive strategies, the differential competitive strategy adopted by Company A is determined. And gives the concrete implementation differentiation strategy from the product, the brand, the marketing and the human resources four aspects, finally proposes to optimize the enterprise organization structure, strengthens the enterprise culture construction and the information construction. And then to ensure the implementation of differentiation strategy. A company differentiation competition strategy, has a strong practicability and pertinence, for its realization of enterprise goals, to achieve better development has played a great role in promoting. At the same time, it also has strong practical guidance and reference significance for the production and operation of other similar enterprises.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F272;F426.72
【參考文獻】
相關期刊論文 前1條
1 陳大佑;;中國紡織服裝業(yè)國際市場競爭戰(zhàn)略路徑分析[J];吉林工程技術師范學院學報;2005年08期
本文編號：2491725
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