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论文编号：	10350
作者编号：	2220160864
上传时间：	2018/12/6 9:08:01
中文题目：	千扬制药公司发展战略研究
英文题目：	Research on development strategy of Qianyang Pharmaceutical Company
指导老师：	胡望斌
中文关键字：	制药企业；发展战略；PEST分析法；波特五力模型；SWOT分析法
英文关键字：	pharmaceutical company；development strategy；PEST analysis；Porter''''s five-force model；SWOT analysis
中文摘要：	摘要 制药行业一直是我国医药产业中的重要环节。当前，我国不少制药企业已经拥有一流药品研发能力和良好社会口碑企业都扩大了自身的产业规模、获得了颇为丰厚的社会回报。伴随着我国医疗改革的深入，制药企业面临着发展战略、发展模式以及管理思维的新的变革。就内部要素而言，我国不少制药企业已经在规模上接近了其发展极限，依靠扩大规模获得利润或竞争力已然到达了瓶颈，进一步的发展必然是由数量到质量的。就外部要素而言，无论是社会需求还是政府规划，都将解决“看病难”“看病贵”作为重要方向，制药企业必然要在这样的大环境下实现自我的变革。在此背景下，本文所要探寻的研究意义是双重的。因本文是对具体案例的研究，属于典型的理论应用型研究，故全文的研究意义主要在实践维度，而次重点则在理论的延展之上。就本文的实践意义而言，可以分为行业和企业两个层面。从企业层面而言，本文对千扬的经营环境、销售策略的研究，能够直接提升千扬的在经营细节上的表现，为企业的发展提供帮助。从行业的角度看，本文所研究的千扬不仅是地方制药企业中的翘楚，更是整个行业中较有代表性的案例，对千扬发展战略的研究一定程度上也反映了我国医药产业的发展实际，对其深入的剖析更能够找出部分我国制药企业发展的一般规律。就本文理论意义而言，可以分为丰富理论与应用延伸两个层面。此前学者对于制药企业战略的研究，多集中于短期、中期经营策略和具体经营部门的研究，其成果虽十分丰硕，但也具有相当大的即时性，未能从战略高度把握该类型企业的发展方向。在阐述本文的研究思路前，有必要回顾本文的研究重点。本文的研究将千扬作为研究对象，而研究重点则是千扬中长期经营战略形成的内外条件及该战略形成过程、结果中所反映的行业发展规律。为实现以上研究目标，本文确立了以下研究思路：第一章是绪论部分。作为全文的起点，主要阐述基本的研究背景与意义，确立全文的研究方法和研究思路；第二章则在第一章的基础上，具体回顾相关已有研究成果，对关键术语进行了重点探讨并对本文具体使用的战略分析工具进行了详细回顾；第三章是千扬制药外部与内部环境分析部分。以千扬制药发展战略中出现的问题为线索，分析了千扬制药的外部环境和内部环境；第四章是千扬制药发展战略制定部分。基于前文对千扬制药内外部环境的分析，通过SWOT分析识别出千扬制药未来应采取差异化的发展战略；第五章是千扬制药发展战略的实施和保障部分。本章确立了千扬制药的使命和愿景，战略目标，具体的实施内容以及相应的保障体系。而本文应用了文献研究法、案例分析法以及理论剖析法三种以实现以上的研究思路。 本文的研究得出了以下三个主要结论。首先，本文所研究的主体千扬制药公司，其发展战略具有矛盾性。该公司在此前制药行业的大发展背景下，通过自身努力取得了相当的市场影响力，也构建起了有一定规模的产业体系，该阶段中形成的发展战略更颇具前瞻性。然而，该公司对于发展战略的把握仍有较大局限，过度依赖既有经验和现成体系，在整体规模接近局限后出现了内卷化的经营趋势。其次，本文所研究的重点是千扬制药公司发展战略，事实上深受政策与环境影响。我国各行各业的发展不可免的要受到来自经营者之外因素的影响，经过本文对案例的具体分析，可以明确当前对制药企业影响较大的正是国家政策的规范以及社会环境的变化。这二者可以具体阐述为国家对制药行业发展规划方向的变更以及我国社会老龄化的趋势，这二者在制药行业未来发展战略的制定中有着举足轻重的地位。最后，影响制药产业发展战略的因素将逐步由技术指向人文。原先影响制药产业利润和发展模式的正是各种专业技术因素，各大企业的竞争也主要是在技术领域进行。但在近未来的行业发展周期中，人文因素如老龄化、医疗下沉、消费需求个性化等将占有更加重要地位。在得出这些结论的同时，本文也客观上存在着不足。其一，笔者自身限制。其二，研究对象自身的局限性。其三，研究深度、广度问题。为此，本文也提出了自己的展望：其一，研究对象深度、广度的变化。笔者认为未来的相关研究将更加重视对制药行业普遍性以及相关案例深度的挖掘。其二，研究方式的集成化。未来的相关研究将运用更多、更为现代化的研究方法其三，笔者自身能力的提升。笔者将在吸取此次研究经验的基础上，进一步加强自己对行业的认识以及对管理知识的学习，将更多的精力、时间投入到对工作的反思以及学术的追求当中去。 关键词：制药企业；发展战略；PEST分析法；波特五力模型；SWOT分析法
英文摘要：	Abstract The pharmaceutical industry has always been an important part of China's pharmaceutical industry. At present, many pharmaceutical companies in China already have first-class drug research and development capabilities and good social reputation. Enterprises have expanded their industrial scale and obtained considerable social returns. With the deepening of China's medical reform, the concept of Huimin Medicine has become more and more popular. The development strategy, development model and management thinking of pharmaceutical companies are facing new changes. As far as internal factors are concerned, many pharmaceutical companies in China have already reached the limit of their scale in terms of scale. The profit or competitiveness by expanding the scale has reached the bottleneck, and further development must be from quantity to quality. As far as external factors are concerned, both social needs and government planning will solve the problem of “expensive medical treatment” as an important direction. Pharmaceutical companies must take up their due social responsibilities and realize self-reform in the society. In this context, the significance of the research to be explored in this paper is twofold. Because this article is a study of specific cases, it belongs to the typical theoretical application research, so the research significance of the full text is mainly in the practical dimension, while the secondary focus is on the extension of the theory. As far as the practical significance of this article is concerned, it can be divided into two levels: industry and enterprise. From the enterprise level, the research on the operating environment, sales strategy and development strategy of a pharmaceutical company can directly improve the performance of the company in these business details and provide assistance for the development of the company. From the perspective of industry, the pharmaceutical company studied in this paper is not only the leader in local pharmaceutical companies, but also a representative case in the whole industry. The research on the medium- and long-term strategy of this enterprise also reflects the Chinese medicine to some extent. The actual development of the industry, and its in-depth analysis can find out the general rules of the development of some pharmaceutical companies in China. As far as the theoretical significance of this paper is concerned, it can be divided into two levels: rich theory and application extension. Previous studies of pharmaceutical companies' strategies on pharmaceutical companies focused on short-term and medium-term business strategies and specific business departments. Although the results were very fruitful, they also had considerable immediacy and failed to grasp the development of this type of enterprise from a strategic perspective. direction. Before expounding the research ideas of this paper, it is necessary to review the research focus of this paper. The research in this paper takes a pharmaceutical company as the research object, and the research focus is on the internal and external conditions of the medium- and long-term business strategy of the enterprise and the development law of the industry reflected in the formation process and results of the strategy. In order to achieve the above research objectives, this paper establishes the following research ideas: The first chapter is the introduction. As the starting point of the full text, it mainly expounds the basic research background and significance, and establishes the research methods and research ideas of the full text. The second chapter reviews the relevant research results on the basis of the first chapter, and focuses on the key terms. The detailed analysis of the strategic analysis tools used in this paper is carried out. The third chapter is the analysis of the external and internal environment of Qianyang Pharmaceutical. Based on the problems in the development strategy of Qianyang Pharmaceutical, the external environment and internal environment of Qianyang Pharmaceutical were analyzed. The fourth chapter is the formulation of Qianyang Pharmaceutical's development strategy. Based on the previous analysis of Qianyang Pharmaceutical's internal and external environment, SWOT analysis identified that Qianyang Pharmaceutical should adopt a differentiated development strategy in the future; the fifth chapter is the implementation and guarantee part of Qianyang Pharmaceutical's development strategy. This chapter establishes the mission and vision of Qianyang Pharmaceutical, its strategic objectives, specific implementation content and corresponding safeguard system. In this paper, the literature research method, the case analysis method and the theoretical analysis method are applied to realize the above research ideas. The research in this paper has drawn the following three main conclusions. First of all, the main pharmaceutical company studied in this paper, the long-term development strategy is contradictory. Under the background of the development of the pharmaceutical industry, the company has achieved considerable market influence through its own efforts, and has also established an industrial system with a certain scale. The development strategy formed in this stage is more forward-looking. However, the company still has a large limitation on the medium and long-term development strategy. It relies too much on existing experience and ready-made systems. After the overall scale is close to the limit, there is an involutionary business trend. Secondly, the focus of this paper is on the medium- and long-term development strategy of a pharmaceutical company, which is actually influenced by policy and environment. The development of all walks of life in China is inevitably affected by factors other than the operators. After the specific analysis of the case, it can be clarified that the current impact on the pharmaceutical industry is the regulation of the national policy and the changes in the social environment. These two can be elaborated as the country's changes in the direction of the development of the pharmaceutical industry and the trend of China's aging society, which play a pivotal role in the formulation of the future development strategy of the pharmaceutical industry. Finally, the factors affecting the development strategy of the pharmaceutical industry will gradually shift from technology to humanities. It is precisely the various professional and technical factors that originally affected the profit and development model of the pharmaceutical industry. The competition among major enterprises is mainly carried out in the technical field. However, in the near future industry development cycle, human factors such as aging, medical subsidence, and personalized consumer demand will occupy a more important position. At the same time of drawing these conclusions, this paper also has objective shortcomings. First, the author limits himself. Second, the limitations of the research object itself. Third, study the depth and breadth of the problem. To this end, this paper also puts forward its own prospects: First, the depth and breadth of the research object. The author believes that future research will pay more attention to the ubiquity of the pharmaceutical industry and the depth of relevant cases. Second, the integration of research methods. Future related research will use more and more modern research methods. Third, the author's own ability to improve. Based on the experience of this research, the author will further strengthen his understanding of the industry and the management of knowledge, and put more energy and time into the reflection of work and the pursuit of academics. Keywords: pharmaceutical company；development strategy；PEST analysis；Porter's five-force model；SWOT analysis
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