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论文编号：	10500
作者编号：	2220160740
上传时间：	2018/12/6 18:06:07
中文题目：	WM生物医药技术股份有限公司 发展战略研究
英文题目：	Research on Enterprise Strategy of WM Biomedicine Technology Co. Ltd.
指导老师：	马连福
中文关键字：	精准医疗；基因检测；市场导向；企业战略；战略选择
英文关键字：	Precise medical treatment；Gene testing；Market-oriented；Enterprises strategy；Strategic choice
中文摘要：	近几年随着全球范围内新增癌症病例与癌症死亡率增加，预计未来20年新 发病例数将增加70%。由于环境污染、人口老龄化、生活习惯不健康以及传统手段治愈率较低等原因，我国已成为癌症发病和死亡大国，2015年新增肿瘤患者426万例，由于发现晚、诊断不及时与个体化治疗方案落后，癌症死亡率高达65%，远远高于美国35%的死亡率。2015年中国和美国均提出精准医疗计划，基因检测领域的液体活检技术成为了该计划的重点关注内容。 目前，我国基因检测行业各类型基因检测公司数量达数百家之多。在国家政策大力支持、市场发展机会等各方面利好的情况下，我国基因检测行业取得快速发展，众多国际国内企业都竞相进入该行业。虽然宏观政策和市场前景光明，但就企业本身如何在竞争日趋激烈的行业里，不断扩大规模，开拓并占有市场，保持公司有利的竞争地位等等是公司必须面临的问题。 WM生物医药技术股份有限公司（以下简称“WM生物公司”）始创于2008年，公司主要专注于分子医学时代下肿瘤精准预防、康复及特色治疗产品和服务的新兴治疗产业，以肿瘤分子检测新技术和新产品为依托，打造肿瘤精准预防、康复及特色治疗服务的平台。然而公司多年来主要专注于技术产品的研发，缺少市场营销的经验，销售业绩不理想，公司一直处于亏损状态，且通过融资手段维持企业经营，公司在消费者间知名度低，迫切需要公司从研发为主向以市场为导向的经营型企业转型，打造研发与市场并举的哑铃式结构，实现企业的价值而获得利润。 根据本文的研究，在分子医学下基因检测等液体活检产业竞争日趋激烈的发展背景下，从政策、经济、社会文化和技术等方面内容分析WM生物公司良好的宏观环境，奠定企业优良的产业基础和市场环境。并针对公司所处基因检测行业的现状和所存在的问题进行描述，利用波特五力模型完整的了解到WM生物公司所处外部环境各利益相关方的竞争关系，从而总结出基因检测行业未来的发展趋势。然后，对WM生物公司内部环境就企业主营业务和经营概况、组织结构和价值链展开分析，与此同时分析公司资源、现有能力和核心竞争力，以求发现企业自身存在的问题。基于上述公司战略环境分析阐述公司愿景和使命、公司总体战略目标和子目标，运用SWOT分析法分析公司内部的优劣势以及外部遇到的机遇与挑战，通过发展领域的组合分析确定并选择公司在公司战略、经营战略和职能战略三个层面的战略。WM生物公司公司战略以增长型战略为主，同时并利用产品—市场发展战略和纵向一体化战略的模式优势加以补充。公司围绕基因检测等液体活检业务为核心业务，以研发实力为依托，向以市场为导向的经营型企业转型，采用差异化的经营战略推出多元化的产品，开拓并占领市场，提高市场占有率。最后，以企业战略为基础，从市场开拓、科研推动、全面预算管理和资金筹措管理四个方面全面展开战略实施措施；并从公司治理模式和组织结构、人力资源和企业文化建设和完善公司战略实施的保障体系；同时在战略实施的过程中，指出战略实施可能发生的风险，并根据战略控制的原理，为预防和减少战略风险所造成的影响，公司采取一定的战略控制措施对战略的实施加以控制和调整，动态地调整公司在人力资源、财务管理、企业产品创新等各方面的工作内容，以保障企业战略继续有效的执行。 本论文针对WM生物公司现在所提出的由研发向以市场为导向的经营型企业转型的企业战略研究，对公司未来战略的选择与实施以及日常经营管理具有重要的指导意义，同时也为同类基因检测行业公司的发展提供参考和借鉴。
英文摘要：	In recent years, with the global increase in cancer cases and cancer mortality increased, the number of new cases will increase by 70% in the next 20 years. Due to environmental pollution, poor living habits, aging population, the low traditional means of cure rate ,and other reasons, China has become a cancer incidence and death power. As the diagnosis is not timely and individualized treatment program is missing, cancer treatment inefficiency as high as 75%. China and the United States in 2015 have put forward a precise medical plan, gene detection of liquid biopsy technology has become the focus of the program. At present, in China's genetic testing industry, the number of various types of gene detection companies as many as hundreds. In the national policy support strongly, market development opportunities and other aspects of good circumstances, China's genetic testing industry has made rapid development, many international and domestic enterprises are competing to enter the industry. Although the macroeconomic policies and market prospects is well, but the enterprise itself in the increasingly competitive industry, continue to expand the scale, explore and occupy the market, to maintain the company's competitive position, and so the problem is that company must face. WM biomedical technology co., Ltd (hereinafter referred to as "WM biological company") was founded in 2008, the company focused on the emerging therapeutic industries of products and services of the tumor precise prevention, rehabilitation and treatment under the molecular age. Tumor Put the detection of new technologies and new products as the basis, to create a cancer’s precise prevention, rehabilitation and featured service platform. However, over the years, the company mainly focused on the development of technology products, the lack of marketing experience, sales performance is not ideal, the company has been at a loss all the time, and through financing means to maintain business, the company's low reputation among consumers, the company urgently need transform to the market-oriented business-oriented business from research, to create research and market simultaneously dumbbell-shaped structure, and to achieve the value of the enterprise to obtain the profit. According to the research of this thesis, under the background of the increasingly fierce competition in liquid biopsy industry under molecular medicine, the thesis analyzes the good macro-environment from the aspects of policy, economy, social culture and technology, and lays the excellent industry basis and market environment. And describe the current situation and existing problems of the company's gene detection industry, and use the Porter model to understand the competitive relationship among the stakeholders in the external environment where the real company is located, so that conclude the genetic testing industry future development trend. Then, we analyze the company's main business and business profile, organizational structure and value chain in internal environment, at the same time, analyze the company's resources, existing ability and core competitiveness in order to discover the problems of the enterprise itself .Based on the above analysis of the company's strategic environment that about the company's vision and mission, the company's overall strategic objectives and sub-targets, Analyzing the inner advantages and disadvantages of the company and the opportunities and challenges encountered outside the company by the SWOT analysis method. Through the combination analysis of the development field, it decides and choose the company strategy, business strategy and functional strategy of the three levels’ strategy. WM biological company strategy put the growth strategy as the main strategy, and the use of product - market development strategy and vertical integration strategy to complement the model advantage. Companies around the gene detection and other liquid biopsy business as the core business, relying on research and develop strength, transform to the market-oriented business, to launch a wide range of products, explore and occupy the market, improve market share by the differentiated business strategy. Finally, based on the corporate strategy, from the market development, scientific research, comprehensive budget management and fund-raising management in four aspects of strategic implementation measures; and from corporate governance and organizational structure, human resources and corporate culture construction and improve the security system of the company's strategy implementation; at the same time, in the implementation of the strategy, pointed out the risk that the strategy implementation may occur, and in accordance with the principles of strategic control, to prevent and reduce the impact of strategic risks, the company adopted a certain strategic control measures on the implementation of the strategy to control and adjust, make the dynamic adjustment of the company in human resources, financial management, enterprise product innovation and other aspects of the work to protect the business strategy to continue the effective implementation. This thesis is focused on the enterprise’s strategy research that transform to market-oriented business enterprises from research and development, is proposed by WM biological company, is of great guiding significance for the choice and implementation of company future strategy and the daily management, It also provide reference for the similar genetic testing industry companies.
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