【摘要】：廣州醫(yī)藥A公司成立于1951年,注冊(cè)資本7億元,是國(guó)內(nèi)最大的中外合資藥品流通企業(yè),是“大南藥”領(lǐng)軍企業(yè)“廣藥集團(tuán)”商業(yè)板塊的重點(diǎn)企業(yè),也是世界500強(qiáng)企業(yè)歐洲聯(lián)合博姿(Alliance Boots)的成員企業(yè)。2011年度的銷(xiāo)售額達(dá)205億元人民幣。近年來(lái),特別是在商務(wù)部發(fā)布《全國(guó)藥品流通行業(yè)發(fā)展規(guī)劃綱要(2011-2015年)》之后,行業(yè)的競(jìng)爭(zhēng)日趨激烈,A公司面臨前有強(qiáng)敵、后有追兵的經(jīng)營(yíng)窘境。與此同時(shí),公司內(nèi)部由于歷史和文化的原因,存在著與外部環(huán)境變化不相適應(yīng)的情況。A公司如何擺脫目前的緊迫的競(jìng)爭(zhēng)壓力,獲得可持續(xù)的發(fā)展? 論文進(jìn)行了包括政治、經(jīng)濟(jì)、社會(huì)、技術(shù)、法律等在內(nèi)的宏觀環(huán)境因素的分析；在進(jìn)行行業(yè)五力、行業(yè)關(guān)鍵成功因素、競(jìng)爭(zhēng)對(duì)手等方面分析的基礎(chǔ)上,指出藥品流通行業(yè)目前所存在的機(jī)會(huì)和威脅。之后,論文進(jìn)行A公司的資源和能力分析,詳細(xì)介紹對(duì)公司戰(zhàn)略規(guī)劃具有重大意義的股東資源,以及所具備的經(jīng)營(yíng)和管理能力。在此基礎(chǔ)上,指出A公司發(fā)展所面臨的優(yōu)勢(shì)和劣勢(shì)。在內(nèi)外部環(huán)境分析的基礎(chǔ)上,論文通過(guò)SWOT分析總結(jié),指出A公司宜采用SO戰(zhàn)略,重點(diǎn)發(fā)展戰(zhàn)略性業(yè)務(wù),即利用股東品牌及資源優(yōu)勢(shì)差異化,發(fā)揮產(chǎn)業(yè)鏈整體能力優(yōu)勢(shì),并提出成為“中國(guó)醫(yī)藥供應(yīng)鏈最佳服務(wù)商”的戰(zhàn)略愿景。之后,論文在藥品批發(fā)和零售兩大業(yè)務(wù)方面進(jìn)行客戶(hù)需求分析和公司定位,提煉出A公司“專(zhuān)業(yè)化分工、系統(tǒng)化集成”、“雙輪驅(qū)動(dòng)”的戰(zhàn)略發(fā)展模式。最后,從組織調(diào)整、人力資源措施、信息化管理、物流管理、營(yíng)銷(xiāo)策略等五個(gè)方面進(jìn)行了戰(zhàn)略執(zhí)行的闡述。 論文探尋了廣州醫(yī)藥A公司一種可行的戰(zhàn)略發(fā)展路徑,并為行業(yè)中有實(shí)力的地方藥品流通企業(yè)提供一種可資借鑒的發(fā)展模式。
文內(nèi)圖片：
圖片說(shuō)明：廣州醫(yī)藥A公司組織結(jié)構(gòu)
[Abstract]:Guangzhou Pharmaceutical A is established in 1951, with a registered capital of RMB 700 million, which is the largest Chinese-foreign joint drug circulation enterprise in China. It is the key enterprise of the "Guangyao Group" commercial plate of the "high-south medicine" leading enterprise. It is also a member of the world's 500-strong European Union Boots. Its sales in 2011 amount to RMB 205 billion. In recent years, especially after the Ministry of Commerce has issued the Beijing Platform for the Development of the National Drug Circulation Industry (2011-2015)>, the competition in the industry is becoming more and more fierce. At the same time, due to the historical and cultural reasons, the company has a situation which is not compatible with the change of the external environment. How can A Company get rid of the current and pressing competitive pressure to achieve sustainable development? The paper carries on the analysis of the macro environmental factors, including politics, economy, society, technology, law, etc. On the basis of the analysis of the five forces in the industry, the key success factors of the industry and the competition, the paper points out the existing opportunities and ways in the drug-circulation industry. After that, the paper carries out A Company's resource and capability analysis, and introduces the shareholders' resources with great significance to the strategic planning of the Company, as well as the management and management of the Company. On this basis, it is pointed out that the advantages and disadvantages of the company's development On the basis of the analysis of the external environment, the paper sums up the SWOT analysis, and points out that the company should adopt the SO strategy and focus on the development of the strategic business, that is, the differentiation of the brand of the shareholders and the resource advantage, play the whole capacity advantage of the industrial chain, and put forward the strategic wish to become the "China Pharmaceutical Supply Chain Best Service Provider" After that, the paper makes customer demand analysis and company positioning in the two major business aspects of drug wholesale and retail, and the strategic development model of "specialized division of labor and systematic integration" and "two-wheel drive" of company A Finally, the strategy is carried out in five aspects, such as organization adjustment, human resource measures, information management, logistics management, marketing strategy, etc. The paper explores a feasible strategy development path for Guangzhou Medical A Company, and provides a kind of reference for local drug distribution enterprises in the industry.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F259.23;F426.72

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