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论文编号：	13562
作者编号：	2320180335
上传时间：	2022/12/4 16:58:03
中文题目：	BRL公司竞争战略研究
英文题目：	The BRL Corporation Competitive Strategy Research
指导老师：	薛红志
中文关键字：	医药企业；竞争战略；核心竞争力；价值链
英文关键字：	pharmaceutical enterprises; Competitive strategy; Core competitiveness; Value chain
中文摘要：	目前国家在医药方面推出了一系列政策，其中就包括药品带量采购政策，此项政策一经推出有关部门也制定了一系列相关措施，使医药行业面临着巨大的改革，例如医保报销问题、药物的一致性评价问题以及医院关于单病种付费等问题，其中以“医保控费”为主要的原则。而各大企业也面临着很严峻的考验，其中外资企业中的利润逐渐减少，原因是因为其产品的降价问题，这也使一部分外资企业中造成了大幅度裁员的景象，为的就是减少成本和投入；而内资企业则更为严峻，不仅要面临降价的问题，同时还有国家在产品质量方面的考验。在此情况下如果内资企业想要存活只能采用非常低的价格中标。所以如何在这样的环境之下站稳脚步，寻找新的出路和突破点，是目前各大医药企业所面临的一大问题和考验。 本文的研究对象为BRL企业，该企业属于初创型公司，目前已经具有三年的创业历程，在此关键的节点下公司盈亏平衡是非常重要的。据调查得知，BRL公司相较于同行业中的其他企业来说人均生产力较低，在2021年末为止仅能够达到12万/人/季度，而该公司在2022年的目标生产力是达到17万/人/季度。因此本文的研究内容包括为企业制定战略方向以及运营模式，并找出其竞争优势所在。同时运用其相关理论，将BRL公司目前所面临的缺陷和问题所结合在一起，从而制定出更加高效的企业发展战略，使公司能够长远发展下去。通过BRL公司近年来的发展经历和目前在医药行业内所处的政策背景以及同行业之间的竞争趋势进行分析，明确公司在各大企业中的精准方位以及未来所发展的方向；同时通过对公司核心人员以及运营管理模式进行系统性分析，找出企业内部的核心优势，形成竞争优势；最后再将企业的市场领域进行详细划分，所采取的方式是将客户需求与企业核心竞争力相结合，最终形成公司的差异化竞争战略，使其能够稳定发展。 在差异化竞争战略落实后，需要形成差异化竞争优势，主要以调整价值链为基础，在将竞争战略实施的前提下要实行一系列的管理措施，同时为了竞争战略的后续发展还要对保障措施进行系统化的研究。本文的研究意义在于在企业的经营过程中将竞争战略等理论运用其中，为二者相结合提供了有利的参考。 关键词：医药企业；竞争战略；核心竞争力；价值链
英文摘要：	At present, the state has introduced a series of policies in medicine, including the policy of purchasing drugs in quantity. Once this policy was introduced, the relevant departments have also formulated a series of relevant measures, making the pharmaceutical industry face huge reforms, such as medical insurance reimbursement, drug consistency evaluation, and hospital payment for single disease, among which "medical insurance and cost control" are the main principles. The major enterprises are also facing a very severe test, among which the profits of foreign-funded enterprises are gradually decreasing because of the price reduction of their products, which has also caused a scene of significant layoffs in some foreign-funded enterprises, in order to reduce costs and investment; The domestic enterprises are more serious, not only facing the problem of price reduction, but also the test of the country in terms of product quality. In this case, if domestic enterprises want to survive, they can only win the bid at a very low price. Therefore, how to stand firm in such an environment and find new outlets and breakthrough points is a major problem and test faced by major pharmaceutical enterprises. The research object of this paper is BRL enterprise, which is a start-up company and has a three-year entrepreneurial history. At this critical node, the company's profit and loss balance is very important. According to the survey, BRL's per capita productivity is lower than that of other enterprises in the same industry, reaching 126K by the end of 2021, while its target productivity in 2022 is 172K. Therefore, the research content of this paper includes formulating strategic direction and operation mode for enterprises, and finding out where their competitive advantages lie. At the same time, it uses its relevant theories to combine the defects and problems BRL is currently facing, so as to formulate a more efficient enterprise development strategy, so that the company can develop in the long run. Through the analysis of BRL's development experience in recent years, the current policy background in the pharmaceutical industry and the competition trend among the same industry, it is clear that the company's precise position in each major enterprise and the future development direction; At the same time, through the systematic analysis of the company's core personnel and operation management mode, we can find out the core advantages within the enterprise and form a competitive advantage; Finally, the market area of the enterprise is divided in detail. The way adopted is to combine customer demand with the core competitiveness of the enterprise, and finally form the company's differentiated competition strategy, so that it can develop stably. After the implementation of the differentiated competitive strategy, it is necessary to form a differentiated competitive advantage, which is mainly based on the adjustment of the value chain. On the premise of implementing the competitive strategy, a series of management measures should be implemented. At the same time, for the follow-up development of the competitive strategy, systematic research should be carried out on the safeguard measures. The significance of this study lies in the application of competitive strategy and other theories in the business process of enterprises, which provides a favorable reference for the combination of the two. Key words: pharmaceutical enterprises; Competitive strategy; Core competitiveness; Value chain
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