【摘要】：目前,隨著醫(yī)藥物流行業(yè)市場(chǎng)集中度的不斷提高,醫(yī)藥物流企業(yè)的競(jìng)爭(zhēng)日益加劇,企業(yè)要想在激烈的市場(chǎng)競(jìng)爭(zhēng)中生存并持續(xù)發(fā)展壯大,必須制定適合企業(yè)的戰(zhàn)略目標(biāo)。本文以海華醫(yī)藥物流有限公司為例,研究海華醫(yī)藥物流有限公司確立自身定位和制定發(fā)展戰(zhàn)略的問(wèn)題。本文首先對(duì)企業(yè)戰(zhàn)略管理的相關(guān)理論、物流管理理論和醫(yī)藥物流管理理論進(jìn)行了回顧。接著運(yùn)用了PEST分析工具對(duì)國(guó)內(nèi)醫(yī)藥物流市場(chǎng)外部環(huán)境進(jìn)行了詳細(xì)闡述,并通過(guò)與行業(yè)內(nèi)其他公司對(duì)比分析,得到了海華公司外部環(huán)境的發(fā)展特點(diǎn)。并運(yùn)用五力模型對(duì)行業(yè)的競(jìng)爭(zhēng)力進(jìn)行了分析,為海華醫(yī)藥物流制定發(fā)展戰(zhàn)略提供了行業(yè)資料。然后通過(guò)對(duì)海華醫(yī)藥物流有限公司內(nèi)部環(huán)境的分析、核心競(jìng)爭(zhēng)力進(jìn)行了分析以及運(yùn)用SWOT分析法對(duì)海華醫(yī)藥物流有限公司在發(fā)展過(guò)程中自身的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)與威脅進(jìn)行了分析,并結(jié)合可能的組合對(duì)海華的發(fā)展提出了可能的戰(zhàn)略建議�；谝陨系姆治鲇懻撎岢隽撕ＨA醫(yī)藥戰(zhàn)略發(fā)展建議,認(rèn)為海華醫(yī)藥物流有限公司在總的戰(zhàn)略目標(biāo)下,制定具體的戰(zhàn)略目標(biāo),注意開源節(jié)流,展業(yè)務(wù)范圍,進(jìn)行產(chǎn)品差異化服務(wù),抓住基層醫(yī)療服務(wù)機(jī)構(gòu)的醫(yī)藥配送,占領(lǐng)業(yè)務(wù)制高點(diǎn),保持企業(yè)競(jìng)爭(zhēng)優(yōu)勢(shì);其次,詳細(xì)闡述了競(jìng)爭(zhēng)戰(zhàn)略和職能戰(zhàn)略的內(nèi)容,最后對(duì)實(shí)現(xiàn)海華醫(yī)藥物流有限公司戰(zhàn)略實(shí)施的途徑進(jìn)行了介紹:一方面要進(jìn)行并購(gòu)經(jīng)營(yíng),擴(kuò)大市場(chǎng)規(guī)模,建立全國(guó)性的市場(chǎng)配送網(wǎng)絡(luò);另一方面,還要加強(qiáng)戰(zhàn)略聯(lián)盟的建設(shè),把藥品生產(chǎn)商、醫(yī)院、連鎖藥店和第三方物流公司聯(lián)合起來(lái),獲取整個(gè)醫(yī)藥行業(yè)利益鏈,將公司立于不敗之地。
[Abstract]:At present, with the increasing market concentration of pharmaceutical logistics industry, the competition of pharmaceutical logistics enterprises is increasing day by day. If enterprises want to survive and continue to develop in the fierce market competition, they must formulate strategic objectives suitable for the enterprises. Taking Haihua Pharmaceutical Logistics Co., Ltd as an example, this paper studies the establishment of its own positioning and development strategy of Haihua Pharmaceutical Logistics Co., Ltd. Firstly, this paper reviews the related theories of enterprise strategic management, logistics management theory and pharmaceutical logistics management theory. Then the external environment of the domestic pharmaceutical logistics market is described in detail by using the PEST analysis tool, and the development characteristics of the external environment of Haihua Company are obtained by comparing the external environment with other companies in the industry. The five-force model is used to analyze the competitiveness of the industry, which provides the industry information for the development strategy of Haihua medical logistics. Then through the analysis of the internal environment of Haihua Pharmaceutical Logistics Co., Ltd., the core competitiveness of Haihua Pharmaceutical Logistics Co., Ltd. is analyzed, and the advantages and disadvantages of Haihua Pharmaceutical Logistics Co., Ltd in the process of development are analyzed by using SWOT analysis method. The opportunities and threats are analyzed, and the possible strategic suggestions for the development of Haihua are put forward. Based on the above analysis and discussion, the paper puts forward suggestions for the strategic development of Haihua Medicine. It is believed that under the overall strategic objective, Haihua Pharmaceutical Logistics Co., Ltd. will formulate specific strategic objectives, pay attention to increasing revenue and reducing expenditure, expand the scope of business, and carry out product differentiation services. Seize the medical distribution of primary medical service institutions, occupy the commanding point of business and maintain the competitive advantage of enterprises. Secondly, the contents of competition strategy and functional strategy are elaborated in detail. Finally, the paper introduces the ways to realize the strategic implementation of Haihua Pharmaceutical Logistics Co., Ltd.: on the one hand, it is necessary to conduct mergers and acquisitions, to expand the market scale, and to establish a nationwide market distribution network; on the other hand, to strengthen the construction of strategic alliances, Combine pharmaceutical manufacturers, hospitals, chain pharmacies and third party logistics companies to obtain the entire pharmaceutical industry profit chain, the company in an invincible position.
【學(xué)位授予單位】：蘭州理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F259.23;F272

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