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| 论文编号： | 10041 | |
| 作者编号： | 2220160575 | |
| 上传时间： | 2018/6/7 10:11:44 | |
| 中文题目： | R生物技术股份有限公司的发展战略研究 | |
| 英文题目： | Study on the development strategy of R Biotechnology Co. Ltd | |
| 指导老师： | 胡望斌 | |
| 中文关键字： | 发展战略；体外诊断；PEST分析；SWOT分析 | |
| 英文关键字： | development strategy；In vitro diagnosis；PEST analysis；SWOT Analysis | |
| 中文摘要： | 随着生物技术的快速发展以及国家在政策上对体外诊断行业的大力扶持，我国体外诊断行业必定会迎来快速发展，但是在体外诊断行业的企业一方面面临市场的巨大机遇，另一方面，国产企业也会面临进口企业的激烈竞争，同时也需要应付诸如阳光采购、两票制等国家为降低医药费的政策等复杂市场环境，如何让众多体外诊断行业的小企业能够在复杂的竞争环境中生存和发展是我们需要解决的重要课题。企业需要制定适合自身的发展战略，形成企业自身的竞争优势。本文以行业内的R生物技术股份有限公司为研究对象，结合企业市场发展战略分析相关理论进行分析，借助PEST分析工具以及波特五力模型分析了企业所面临的内外部影响因素，并通过SWOT分析以及平衡记分卡工具，列出了企业的财务、客户、内部运营和学习成长的战略。同时将关键绩效因素用于战略实施与控制评价的关键指标，用于在战略执行过程中判定实际经营活动与企业战略目标之间的差异，以实施校正企业战略目标的有效性。本文在研究过程中，运用了多种分析工具分析战略现状，得出来R公司应该在目前的企业现状与市场复杂环境的情况下选择差异化战略与成本控制的市场发展战略。此研究方法可以推广运管用于行业内其他企业中，以期能够为中国体外诊断行业中的众多企业的市场战略规划管理提供参考。 | |
| 英文摘要： | With the fast development of the biotechnology and the huge state policy support for the in vitro diagnostic industry, the domestic in vitro diagnostic industry destines to develop in a frog leap way. In addition to the huge opportunities, the national enterprises are confronting the intense competition from the overseas enterprises as well as the increasingly complex market environment resulting from the policy reforms for reducing the medicine expenditure such as sunshine purchase and two invoice system. It is an important problem remaining to be solved that how to make the small-sized enterprises of the in vitro diagnostic industry survive and thrive in the complex competition. Taking the R biotechnology incorporated company as a subject and combining with the theories for enterprise market development strategy analysis, the external influential factors of the enterprises were analyzed by the PEST analysis tools and Porter's Five Forces Model. Meanwhile, the strategies for finance, clients, internal operations, learning and growth of the enterprises are listed through the SWOT analysis and balanced scorecard tool. In order to effectively realize the enterprise strategic targets, the key performance factors need to be included into the key indexes for evaluating the implementation and control of the strategies and determining the difference between the real operating activities and the enterprise strategic targets. During the study, the result came out that the differentiation strategies and cost control should be selected by the R company based on the current enterprise condition and complex market environment by analyzing the strategic situation with the help of multiple analysis tools. The study method could be spread and applied to other enterprises in this industry in order to provide a reference for the market development strategy management of numerous Chinese enterprises in the in vitro diagnostic industry. | |
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