【摘要】：伴隨著醫(yī)改的不斷深入,政府出臺各項醫(yī)改政策全面調控藥品價格,使得本就毛利率低下的醫(yī)藥流通行業(yè)雪上加霜,而筆者所在的G醫(yī)藥流通公司位于民營經濟發(fā)達浙江,醫(yī)藥流通市場競爭激烈。在醫(yī)改不斷持續(xù)深入的情況下,在醫(yī)藥招標、采購商和供應商不斷降價、醫(yī)院不斷二次議價的情況下,再加上醫(yī)藥電商的爆發(fā)增長,企業(yè)市場銷售額增速已經乏力,盈利空間進一步被壓縮。怎么在行業(yè)創(chuàng)新升級的大環(huán)境中,做出適應G醫(yī)藥流通公司的發(fā)展戰(zhàn)略,發(fā)展自己并且趕超競爭對手,使G醫(yī)藥流通公司保持浙江區(qū)域行業(yè)領先的地位,是本文研究的主旨。本文以G醫(yī)藥流通公司的戰(zhàn)略管理所涉及的相關問題作為研究對象,通過一系列的訪談等方式,對G醫(yī)藥流通公司進行了廣泛而深入的調研。故全文共分六部分：第一部分介紹了研究背景然后做了相關的文獻綜述,最后提出了論文的研究框架；第二部分介紹了公司的發(fā)展現(xiàn)狀及困境；第三部分是相關外部環(huán)境分析,利用了PEST模型和波特五力競爭模型,對G醫(yī)藥流通公司的競爭現(xiàn)狀進行了分析；第四部分為G公司內部資源和能力分析,并利用SWOT分析,最終導出了G公司的發(fā)展戰(zhàn)略；第五部分是G醫(yī)藥流通公司發(fā)展戰(zhàn)略的選擇、實施保障和實施效果評價；第六部分為總結及展望。本文針主要創(chuàng)新點是對G醫(yī)藥流通公司在互聯(lián)網興起的時代,充分分析企業(yè)自身優(yōu)勢與劣勢,機遇與威脅,結合自身特點,制定出適合自己的差異化戰(zhàn)略,打造出自己的區(qū)域競爭優(yōu)勢。
[Abstract]:With the deepening of medical reform, the government has introduced various medical reform policies to comprehensively regulate drug prices, which makes the pharmaceutical circulation industry with low gross profit rate worse, and the G pharmaceutical circulation company in which the author is located in Zhejiang Province, where the private economy is developed. There is fierce competition in the pharmaceutical circulation market. Under the condition of continuous deepening of the medical reform, under the circumstances of the pharmaceutical bidding, the constant reduction of prices by buyers and suppliers, and the repeated renegotiation of prices by hospitals, and the explosion of e-commerce companies, the growth rate of sales in the enterprise market has become weak. Profit space is further compressed. How to adapt to the development strategy of G pharmaceutical circulation company in the environment of industry innovation and upgrade, to develop itself and catch up with its competitors, and to make G pharmaceutical circulation company keep the leading position of Zhejiang regional industry is the main purpose of this paper. This paper takes the strategic management of G Pharmaceutical Circulation Company as the research object, through a series of interviews and other methods, carries on the extensive and thorough investigation to the G Medicine Circulation Company. Therefore, the paper is divided into six parts: the first part introduces the research background and then makes a related literature review, and finally puts forward the research framework of the paper; the second part introduces the current situation and difficulties of the company; the third part is the analysis of the related external environment. By using PEST model and Porter's five forces competition model, the paper analyzes the current situation of G pharmaceutical circulation company, the fourth part is the analysis of the internal resources and capability of G company, and the development strategy of G company is derived by using SWOT analysis. The fifth part is the choice of the development strategy, the implementation guarantee and the implementation effect evaluation of G Pharmaceutical Circulation Company, the sixth part is the summary and prospect. The main innovation point of this paper is to analyze the advantages and disadvantages, opportunities and threats of the company in the era of the rise of the Internet, and to formulate a strategy of differentiation suitable for itself in combination with its own characteristics. To create their own regional competitive advantage.
【學位授予單位】：華東理工大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F426.72;F252

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