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论文编号：	10426
作者编号：	2220160689
上传时间：	2018/12/6 13:55:45
中文题目：	鑫乐公司产品多元化发展战略研究
英文题目：	Research on Development of Xinle Company’s Product Diversification Strategy
指导老师：	郑轶松
中文关键字：	产品多元化；发展战略；医疗器械；核心竞争力
英文关键字：	product diversification；development strategy；medical devices；core competitiveness
中文摘要：	摘要近几十年以来，我国政府积极推动和深化改革，令经济发展取得了巨大的成就。随着居民的收入逐年提高，人们对高质量的诊疗需求与日俱增，使得我国医疗器械发展市场空间增大。对大多数医疗器械制造企业来讲其中蕴含着商业机会，也隐藏着竞争风险。企业如何在竞争中立于不败之地，企业有必要制定适合企业自身的发展战略。本文选取的研究对象是“河北鑫乐医疗器械科技股份有限公司”（以下简称“鑫乐公司”）。鑫乐公司于2005年成立，在一次性医疗耗材行业积淀十余年，在细分行业具有一定的标杆地位及代表性。本文通过对鑫乐公司发展历程的回顾，运用战略管理的相关理论及相应工具，试图分析和诊断企业在不同发展阶段的战略及运营实施过程中的经验和教训，以期合理规划并科学制订适合公司核心竞争力及主营业务的恰当战略蓝图及实施路径。本文首先运用PEST分析模型对企业所处宏观发展环境进行分析，并运用波特五力模型对产业结构进行分析，结果显示我国医疗器械行业存在巨大的市场发展空间。接着对企业内部环境进行分析，分析的结果是鑫乐公司在细分行业发展的天花板已经显现，产品单一存在经营风险等问题。继续运用SWOT分析、GE矩阵来进行研究，明确企业应该选择产品多元化发展战略。本文通过运用战略管理理论制定了鑫乐公司产品多元化发展战略。希望通过对鑫乐公司产品多元化发展战略的制定及实施能够解决企业现实所遇到的实际问题。也希望这次的研究能够给其他类似企业一些启示，在战略制定时少走些弯路。关键词：产品多元化；发展战略；医疗器械；核心竞争力
英文摘要：	Abstract In recent decades, the Chinese government has actively promoted and deepened reforms, and has made tremendous achievements in economic development. As the income of residents has increased year by year, people's demand for high-quality medical treatment has increased day by day, which has increased the market space for medical device development in China. For most medical device manufacturers, there are business opportunities and hidden risks. How can companies compete in an invincible position? Companies should develop their own development strategies. The research object selected in this paper is “Hebei Xinle Medical Device Technology Co., Ltd.” (hereinafter referred to as “Xinle Company”). Xinle Company was established in 2005 and has accumulated more than ten years in the disposable medical consumables industry. It has a certain benchmark position and representativeness in the sub-sector industry. Through reviewing the development process of Xinle Company, this paper applies relevant theories and corresponding tools of strategic management, trying to analyze and diagnose the experience and lessons learned in the strategic and operational implementation of the company at different stages of development, such that the appropriate strategic blueprint and implementation path suitable for the company's core competitiveness and main business can be rationally planned and scientifically formulated. This paper firstly uses the PEST analysis model to analyze the macro development environment of the enterprise, and uses the Porter Five Force model to analyze the industrial structure. The results show that there is huge market development space in China's medical device industry. Then the analysis of the internal environment of the enterprise shows that the ceiling of Xinle's development in the sub-sector has already appeared, and the company's products are very single and have operational risks. Continue to use SWOT analysis and GE matrix to conduct research, and make clear that enterprises should choose to implement product diversification development strategy. This paper has developed the strategy of diversified development of Xinle's products through the use of strategic management theory. It is hoped that the actual problems encountered in the reality of the enterprise can be solved through the formulation and implementation of the product development strategy of Xinle. It is also hoped that this research can give some enlightenment to other similar companies, and take less detours when formulating strategies. Key words: product diversification；development strategy；medical devices；core competitiveness
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