本文選題：醫(yī)藥企業(yè) + 新產品開發(fā)　； 參考：《西安石油大學》2014年碩士論文

【摘要】：新產品開發(fā)能力是企業(yè)核心競爭力的重要組成部分。正確的新產品開發(fā)策略，能夠幫助企業(yè)快速、準確地鎖定目標市場的需求，找準產品開發(fā)的方向，選擇適宜的開發(fā)方式和滿足顧客需求的產品類別，從而先人一步取得新產品開發(fā)的成功，占得市場競爭的先機。 本文通過對產品、新產品的內涵、新產品開發(fā)的階段等理論基礎的介紹，對新產品開發(fā)的七種方式進行了對比分析，總結概括了新產品開發(fā)的一般策略。介紹了我國藥品監(jiān)管法律法規(guī)對藥品和醫(yī)藥新產品的定義、分類，，明確了對新藥開發(fā)的審批規(guī)定和應遵循的具體要求。通過對美歐制藥企業(yè)、日本制藥企業(yè)、中國制藥企業(yè)新藥開發(fā)模式的介紹和比較，明確了當前全球視野下新藥開發(fā)面臨的困境和新的發(fā)展趨勢，結合沃華醫(yī)藥公司基本情況、產品狀況和新產品開發(fā)情況的分析，找出了企業(yè)目前在新產品開發(fā)方面存在的問題及原因。運用SWOT分析工具，通過對沃華醫(yī)藥公司新產品開發(fā)的具有的優(yōu)勢（S）、劣勢（W）以及面臨的機會（O）、威脅（T）的分析，明確了企業(yè)自身的資源能力和面臨的市場環(huán)境，找出了沃華醫(yī)藥公司新產品開發(fā)的影響因素。在前面研究的基礎上，綜合提出沃華醫(yī)藥公司新產品開發(fā)的市場定位、創(chuàng)新程度、開發(fā)方式和產品類型。 醫(yī)藥行業(yè)是產品創(chuàng)新開發(fā)最為活躍的產業(yè)領域之一，藥品的特殊性決定了其新產品開發(fā)既具有一般產品開發(fā)的普遍特點，又有不同于一般產品的特定之處。本論文對醫(yī)藥新產品開發(fā)策略進行的研究，有助于揭示這些特殊之處，結合我國醫(yī)藥企業(yè)所處的政治、經濟和人文環(huán)境以及發(fā)展階段、行業(yè)特點，找出一條順應世界醫(yī)藥產業(yè)發(fā)展趨勢、適應我國市場環(huán)境的醫(yī)藥新產品開發(fā)之路，實現(xiàn)企業(yè)的生存、發(fā)展、壯大。
[Abstract]:The ability to develop new products is an important part of the core competitiveness of enterprises. The correct new product development strategy can help enterprises to quickly and accurately lock down the needs of the target market, find out the direction of product development, choose the appropriate development methods and product categories to meet the needs of customers. Thus the first step to achieve success in the development of new products, occupy the market competition ahead of the opportunity. Through the introduction of the theoretical basis of the product, the connotation of the new product and the stage of the new product development, this paper makes a comparative analysis of the seven ways of the new product development, and summarizes the general strategy of the new product development. This paper introduces the definition and classification of drugs and new pharmaceutical products in the laws and regulations of drug control in our country, and clarifies the examination and approval regulations for the development of new drugs and the specific requirements to be followed. Through the introduction and comparison of the new drug development models of American and European pharmaceutical enterprises, Japanese pharmaceutical enterprises and Chinese pharmaceutical enterprises, the difficulties and new development trends of new drug development in the current global vision are clarified, and combined with the basic situation of Wawa Pharmaceutical Company, Based on the analysis of product status and new product development, the problems and causes of new product development in enterprises are found out. By using the SWOT analysis tool, through the analysis of the advantages and disadvantages of the new product development of Wawa Pharmaceutical Company, as well as the opportunities and threats faced by the company, the paper clarifies the resource ability and the market environment faced by the enterprise itself. Find out the influence factors of the new product development of Wawa Pharmaceutical Company. On the basis of the previous research, the market orientation, innovation degree, development method and product type of new product development of Wawa Pharmaceutical Company are put forward. Pharmaceutical industry is one of the most active industrial fields in product innovation and development. The particularity of pharmaceutical products determines that the new product development has the general characteristics of general product development, but also different from the special features of general products. The research on the development strategy of new pharmaceutical products in this paper will help to reveal these special features, combining the political, economic and cultural environment and the development stage of Chinese pharmaceutical enterprises, and the characteristics of the industry. To find out a way to develop new pharmaceutical products in accordance with the development trend of the world pharmaceutical industry and to adapt to the market environment of our country, to realize the survival, development and growth of the enterprises.
【學位授予單位】：西安石油大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.72;F273.1

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