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论文编号：	10986
作者编号：	2220140483
上传时间：	2019/6/15 0:34:51
中文题目：	上海汉维生物医药科技有限公司 战略升级研究
英文题目：	Research on Promotion Strategy of Shanghai Hanvet Bio-pharm Co., Ltd.
指导老师：	崔勋
中文关键字：	汉维公司；宠物医药；波特五力模型；SWOT分析；战略升级
英文关键字：	Hanvet；Pet medicine；Porter''s Five Forces Model；SWOT；Strategy planning
中文摘要：	随着国际宠物行业的飞速增长，中国宠物市场也获得巨大的发展机遇，上海汉维生物医药科技有限公司在这样的行业大背景下于2008年应运而生。上海汉维成立之初，按欧盟GLP标准建立了研发实验室，后又按照国际cGMP制药生产标准建立先进的动物药生产工厂，打造了专业的宠物医药全国直营及网络销售团队，已逐步形成建立国内宠物药品一流品牌和国际化的发展战略。在为国内市场提供短缺的高端合规宠物医药保健产品和专业化服务的同时，也向国外动物药品公司提供合同研发（CRO）、合同生产（CMO）、药政注册和中国市场渠道代理等综合服务。经过2009-2015初始研发注册阶段，2015年下半年第一个产品美昔内服混悬液进入市场并开始组建国内首个专业直营团队，至2018年产品已覆盖全国7000多家宠物医院，“汉维宠仕”已在行业里成为有较强影响力的、规范专业的国产品牌。近年来随着中国经济快速发展，宠物产业已从几近空白发展成为一个“风口”行业，上海汉维经过2015-2018的产品进入市场基础发展期也将进入一个升级发展阶段。本文结合最新的宠物医药产业现状与上海汉维公司发展实际情况，探讨了公司2019-2021年新的三年中期战略升级问题。文章主要内容如下： 第一章、绪论，着重介绍了本文的研究背景，研究目的、思路、内容和框架。 第二章、相关理论概述，阐述了本论文使用的战略分析工具相关理论依据。 第三章、上海汉维公司发展现状，介绍了汉维发展历程、现状、规划和问题。 第四章、环境分析，对汉维的外部环境，即国际、国内宠物行业发展现状趋势和内部资源，即汉维的优劣势进行了详细分析。 第五章、战略升级研究和制定，运用波特五力模型和SWOT矩阵对宠物行业及公司进行了战略分析和研究，提出了战略升级的方向。 第六章、战略升级保障对策，探讨如何优化公司企业文化、研发与生产、市场营销、人力资源和财务等各方面的管理措施，以保障公司战略升级的顺利实施。
英文摘要：	Pet industry is growing boomingly globally, especially for the industry in China. Shanghai Hanvet Biopharm Co., Ltd. was founded in 2008, with well equipped EU GLP laboratory, state-of-the-art cGMP facilities and professional direct sales force for domestic market. The development strategy of Hanvet is created for both the best domestic brand and excellent internationalized service for companion animal health care products. Meanwhile, provide CRO, CMO and regulatory affairs agent service, marketing and distribution in China. After many years R&D and registration work (2009-2015), Hanvetlaunched the first product Meloxicam oral suspension into market and began to build its own sales team in second half of 2015. By 2018, Hanvet products had covered about 7000 pet hospitals. And the brand "Hanvet Pet Health" has gained extensive popularity as a regulated domestic brand in China. With the rapid economic growth of China, pet industry turns into the next promising sectors. Hanvet will seize the opportunity to step into the upgrade stage after the initial accumulation stage of 2015-2018.The article collects the industry background and Hanvet situation, then explores the strategy of Hanvet for the period 2019 - 2021. The main content is as follows: The first chapter is introducing the background, goals, idea, contents frame of this thesis. The second chapter is describing the strategy analysis method and theoretical mod used in this thesis. The third chapter is to introduce the current situation of Hanvet, including its development history, planing, accomplishments and problems. The fourth chapter is background analysis from outside and inside, analyzes the abroad and domestic pets industry and all resources. The fifth chapter is strategic upgrading research and establishment. Use Porter's Five Forces Model and SWOT elements to make out Hanvet strategy and set development direction. The sixth chapter is strategic upgrading guarantee countermeasures to optimize Hanvet's enterprise culture, finance, R&D and production, marketing& sales and HR etc., to make sure the strategy could be well performed.
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