本文選題：制藥裝備　切入點：產(chǎn)品開發(fā)戰(zhàn)略　出處：《山東理工大學》2015年碩士論文

【摘要】：隨著全球化進程的加快與激烈的市場競爭,作為醫(yī)療器械行業(yè)的龍頭SHINVA公司在制藥裝備領域面臨著巨大的挑戰(zhàn)。最近幾年制藥裝備產(chǎn)品受GMP實施的影響,市場日趨飽和,致使銷售價格下降,利潤減少。因此開發(fā)新產(chǎn)品,尋求新的利潤增長點成為SHINVA公司未來發(fā)展戰(zhàn)略的重要選擇。在制藥裝備領域新產(chǎn)品由于涉及的技術和工藝十分復雜,開發(fā)周期長,開發(fā)風險非常大。對制藥裝備產(chǎn)品開發(fā)以戰(zhàn)略的角度進行研究,不僅能使SHINVA公司在進行制藥裝備產(chǎn)品開發(fā)時規(guī)避風險,提高產(chǎn)品開發(fā)的成功率,而且也豐富了戰(zhàn)略管理理論和產(chǎn)品開發(fā)戰(zhàn)略理論。同時對提高制藥裝備的研發(fā)水平和研發(fā)能力也具有實踐意義。SHINVA公司通過這幾年的發(fā)展逐步形成了“制藥裝備、醫(yī)療器械、醫(yī)療服務”三大業(yè)務板塊,根據(jù)公司現(xiàn)有產(chǎn)品和未來市場的需求情況,制定了三級研發(fā)戰(zhàn)略,為SHINVA公司快速發(fā)展提供了有力的支撐。但是SHINVA公司的技術創(chuàng)新能力和新產(chǎn)品開發(fā)管理水平是新產(chǎn)品開發(fā)的瓶頸,因此新產(chǎn)品開發(fā)成功率非常低。開發(fā)模式也是以模仿為主,開發(fā)的新產(chǎn)品成本高,質(zhì)量也存在一些問題,某些產(chǎn)品不能滿足市場的需求。為了保證新產(chǎn)品開發(fā)的產(chǎn)品能快速適應市場,為公司開辟新的利潤增長點,有必要對產(chǎn)品開發(fā)戰(zhàn)略進行研究。本論文以SHINVA公司制藥裝備事業(yè)部為研究對象對產(chǎn)品開發(fā)戰(zhàn)略進行了研究,共分為六章內(nèi)容。第一章介紹了研究背景及選題意義,并簡要敘述了產(chǎn)品開發(fā)的國內(nèi)外現(xiàn)狀,并對本論文的研究內(nèi)容、思路、方法進行了簡單描述。第二章介紹了產(chǎn)品開發(fā)的相關理論。并論述了PEST、SWOT、五力分析模型等戰(zhàn)略分析工具。第三章通過查閱資料和調(diào)研分析了SHINVA公司制藥裝備事業(yè)部外部所面臨的機會和威脅,以及內(nèi)部所擁有的優(yōu)勢和劣勢。在第四章用SWOT分析方法得出制藥裝備產(chǎn)品開發(fā)戰(zhàn)略,提出提高研發(fā)能力作為產(chǎn)品開發(fā)的重點,并得出提高研發(fā)能力的三個戰(zhàn)略階段:模仿階段、創(chuàng)新階段、資源整合階段。第五章從產(chǎn)品開發(fā)團隊建設、文化建設、考核指標體系建設、產(chǎn)品市場開發(fā)、產(chǎn)品開發(fā)流程優(yōu)化、產(chǎn)品項目管理等方面進行努力,保障制藥裝備產(chǎn)品開發(fā)戰(zhàn)略的順利實施。第六章對本論文進行總結(jié)并對制藥裝備行業(yè)未來研發(fā)戰(zhàn)略的展望。通過本論文的研究,希望能為SHINVA公司制藥裝備事業(yè)部產(chǎn)品開發(fā)提供決策依據(jù)和指導作用,并為制藥裝備行業(yè)產(chǎn)品開發(fā)提供理論依據(jù),從而提高我國制藥裝備的研發(fā)能力。
[Abstract]:With the acceleration of globalization and fierce market competition, SHINVA, the leader of the medical device industry, is facing enormous challenges in the field of pharmaceutical equipment.In recent years, pharmaceutical equipment products affected by the implementation of GMP, the market is increasingly saturated, resulting in lower sales prices and reduced profits.Therefore, developing new products and seeking new profit growth point become the important choice of SHINVA company's future development strategy.The new product in the field of pharmaceutical equipment is very risky because of the complex technology and technology involved and the long development period.The research on pharmaceutical equipment product development from a strategic point of view can not only make SHINVA company avoid risks and improve the success rate of product development, but also enrich the strategic management theory and product development strategy theory.At the same time, it is also of practical significance to improve the R & D level and R & D capability of pharmaceutical equipment. Through the development of the company in recent years, the company has gradually formed three major business sectors: "Pharmaceutical equipment, medical devices, and medical services."According to the current products and the future market demand, the third level R & D strategy has been formulated, which provides strong support for the rapid development of SHINVA.But the technology innovation ability and the new product development management level of SHINVA Company are the bottleneck of the new product development, so the success rate of the new product development is very low.The development mode is also based on imitation. The new product has high cost and quality, and some products can not meet the needs of the market.In order to ensure that the new product can adapt to the market quickly and open up new profit growth point for the company, it is necessary to study the product development strategy.In this paper, SHINVA Pharmaceutical equipment Division as the research object of product development strategy, a total of six chapters.The first chapter introduces the research background and the significance of the topic, and briefly describes the current situation of product development at home and abroad, and briefly describes the research contents, ideas and methods of this paper.The second chapter introduces the theory of product development.It also discusses the strategic analysis tools such as pest SWOT, five-force analysis model and so on.The third chapter analyzes the opportunities and threats faced by the pharmaceutical equipment division of SHINVA Company through consulting data and research, as well as the internal strengths and weaknesses.In the fourth chapter, the product development strategy of pharmaceutical equipment is obtained by using SWOT analysis method. The emphasis of product development is to improve R & D capability, and three strategic stages of improving R & D capability are obtained: imitation stage, innovation stage and resource integration stage.The fifth chapter makes great efforts in the aspects of product development team construction, culture construction, evaluation index system construction, product market development, product development process optimization, product project management and so on, to ensure the smooth implementation of the product development strategy of pharmaceutical equipment.The sixth chapter summarizes this paper and prospects the future research and development strategy of pharmaceutical equipment industry.Through the research of this paper, we hope to provide the decision basis and guidance for the product development of the pharmaceutical equipment department of SHINVA Company, and provide the theoretical basis for the product development of the pharmaceutical equipment industry, so as to improve the R & D capability of our country's pharmaceutical equipment.
【學位授予單位】：山東理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F272;F426.4

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本文編號：1699463