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论文编号：	14214
作者编号：	2320213794
上传时间：	2023/12/8 17:04:28
中文题目：	华润天津医药有限公司医疗业务竞争战略研究
英文题目：	Research on Medical Business Competitive Strategy of China Resources Tianjin Pharmaceutical Co., Ltd
指导老师：	胡望斌
中文关键字：	医药流通；医药改革；竞争战略；差异化战略
英文关键字：	Pharmaceutical circulation; Medical reform; Competitive strategy; Differentiation strategy
中文摘要：	近年来，我国经济社会发展逐渐加快，人民群众生活水平不断提高，消费能力日益增强，对个人健康越来越重视，全社会医药健康服务需求也随之增长，这为医药流通企业的发展提供了机遇。随着健康中国战略全面实施，医药卫生体制改革将向更深层次推进，药品流通行业进入到了关键的变革转折期。“两票制”、集中带量采购、分级诊疗、医保支付方式改革等政策地实施，深刻影响着流通企业医疗业务的发展，使得行业竞争愈发激烈，经营规模和盈利能力都承受着巨大压力。如何打造适应未来发展需要的医疗业务竞争优势，就成为了流通企业必须要解决的课题。 本文以华润天津医药有限公司医疗业务为研究对象，探究其未来的发展之路。基于公司医疗业务发展现状，通过梳理相关业务数据，结合内部访谈，收集到了有关战略制定的资料和数据。在利用价值链模型、PEST模型、五力模型对医疗业务的内外部环境进行分析后，使用IFE/EFE评价矩阵梳理出了医疗业务发展所面临的内部优势、劣势，以及外部机会和威胁。借助SWOT分析矩阵得出竞争战略的备选方案，通过定性分析和QSPM矩阵定量分析，明确公司医疗业务应采取差异化的竞争战略，内容聚焦在产品结构、渠道类型、服务内容三方面。最后，结合政策变化趋势，对药品未来终端市场发展场景及互联网医药流通企业服务场景进行了描述，以此对医疗业务差异化战略进行价值链优化细分，根据驱动因素构建措施说明具体保障措施。 本文通过对华润天津医药有限公司医疗业务的内外部环境分析，对其未来发展的实施路径提出了建议，丰富了竞争战略管理相关理论的实际应用，为行业内同类型公司的战略转型研究提供了新视角和新思路，为致力于提升区域内协同一体化的头部企业提供了有价值的战略参考。
英文摘要：	In recent years, China's economic and social development has gradually accelerated, and the living standards of the people have also been continuously improving. The ability to consume has been increasing day by day, and personal health has become increasingly important. The demand for medical and health services in the whole society has also increased, providing opportunities for the development of pharmaceutical distribution enterprises. With the comprehensive implementation of the Healthy China strategy, the reform of the pharmaceutical and healthcare system will be pushed deeper, and the pharmaceutical distribution industry has entered a critical turning point of transformation. The implementation of policies such as the "two ticket system", centralized procurement with quantity, graded diagnosis and treatment, and reform of medical insurance payment methods has deeply affected the development of medical business in circulation enterprises, making industry competition increasingly fierce, and putting enormous pressure on business scale and profitability. How to create a competitive advantage in medical business that meets the needs of future development has become a topic that circulation enterprises must solve. This thesis takes the medical business of China Resources Tianjin Pharmaceutical Co., Ltd. as the research object to explore its future development path. Based on the current development status of the company's medical business, relevant business data was collected through statistical analysis, combined with internal interviews, and information and data related to strategic formulation were collected. After analyzing the internal and external environment of medical business using Michael Porter's Value Chain Model, PEST Model, and Michael Porter's Five Forces Model, the IFE/EFE evaluation matrix was used to identify the internal strengths, weaknesses, as well as external opportunities and threats faced by the development of medical business. Subsequently, by using the SWOT analysis matrix to identify alternative competitive strategies, and through qualitative analysis and quantitative analysis using the QSPM matrix, it is clear that the company's medical business should adopt a differentiated competitive strategy, focusing on three aspects: product structure, channel types, and service content. Finally, according to the trend of policy changes, the development scenarios of the future terminal market for drugs and the service scenarios of internet pharmaceutical circulation enterprises were described, in order to optimize and subdivide the value chain of medical business differentiation strategy, and construct measures based on driving factors to explain specific safeguard measures. This thesis analyzes the internal and external environment of the medical business of China Resources Tianjin Pharmaceutical Co., Ltd, and proposes suggestions for its future development implementation path. It enriches the practical application of competitive strategy theory, provides a new perspective and new ideas for the strategic transformation research of similar companies in the industry, and provides a valuable strategic reference for the head enterprises committed to enhancing the collaborative integration in the region.
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