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论文编号：	13454
作者编号：	2320200601
上传时间：	2022/12/3 10:35:40
中文题目：	强生公司在华竞争战略研究
英文题目：	Research on Johnson & Johnson competitive strategy in China
指导老师：	于斌
中文关键字：	医疗器械；强生公司；竞争战略
英文关键字：	Medical device; Johnson&Johnson Company; Competitive strategy
中文摘要：	自上世纪七十年代以来，中国经济持续保持高速发展，居民生活水平明显有所提高，全民医疗保健意识逐步增强，对于医疗器械的使用需求也在不断地攀升。面对中国这一新兴市场，各大外资医疗器械公司在华竞争十分激烈；而国产医疗器械公司自主研发和生产能力也在不断提升，依靠亲民的产品价格在二三线市场不断扩大生意体量；与此同时，日趋严格的医疗改革行业政策也在频繁出台。对外资医疗器械公司来说，一方面要执行公司总部的整体战略，另一方面又要充分分析在华发展所处的外部环境，结合自身的优势与劣势，对于机遇要准确进行把握，对于挑战要及时做出调整，并通过竞争战略立足于新时期的市场竞争中。 本文在对竞争战略相关理论进行论述的基础上，以外资医疗器械公司——强生公司为例，结合外资医疗器械公司在华发展所处的外部环境以及强生公司的特点，对其所呈现出的优势、劣势、机遇与挑战进行阐释；同时针对日益严格的市场准入政策、持续推进的价格联动以及不断深化的带量采购等等的行业挑战，分析得出强生公司实施竞争战略的必要性及其深远影响，并对强生公司在华发展所采取的竞争战略进行深入的分析。 本文一方面对强生公司在华发展具有重要的方向指引意义；同时，其他外资医疗器械公司也可参考本文进行其战略的完善与补充。 关键词：医疗器械；强生公司；竞争战略
英文摘要：	Since the 1970s, China's economy has maintained rapid growth and people's living standards have improved markedly, the national awareness of medical care has been gradually enhanced, and the demand for the use of medical devices has also been constantly rising. In the face of the emerging market of China, the competition of foreign medical equipment companies in China is very fierce. The independent research and development and production capacity of domestic medical device companies are also constantly improving, and they are constantly expanding their business volume in the second and third tier markets by relying on affordable product prices. At the same time, increasingly strict medical reform industry policy is also frequently issued. For foreign medical equipment company, on the one hand, to implement the overall strategy of the company's headquarters, on the other hand to the external environment of development in China are analyzed, combined with their own advantages and disadvantages, to grasp the opportunity to give an accurate, the challenge to adjust in time, and through the differential marketing strategy based on market competition in the new era. Based on the discussion of relevant theories of competitive strategy, this thesis took Johnson & Johnson, a foreign-funded medical device company, as an example, combined with the external macro environment in which the foreign-funded medical device company develops in China and the characteristics of Johnson & Johnson, and explained its advantages, disadvantages, opportunities and challenges. At the same time, in view of the industry challenges such as increasingly strict market access policies, continuous promotion of price linkage and deepening of procurement with volume, the necessity and far-reaching impact of Johnson & Johnson's competitive strategy are analyzed, and the competitive strategy adopted by Johnson & Johnson in China is analyzed in depth. On the one hand, this thesis has important guiding significance for the development of Johnson & Johnson in China; At the same time, other foreign medical device companies can also refer to this thesis to improve and supplement their strategies. Key words: Medical device; Johnson&Johnson Company; Competitive strategy
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