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论文编号：	176
作者编号：	052209
上传时间：	2007/12/24 14:23:14
中文题目：	华立达公司产品发展战略研究
英文题目：	Research on product developmen
指导老师：	周立群
中文关键字：	华立达公司 产品发展战略 环境分
英文关键字：	Hualida Biotech Product Devel
中文摘要：	人类对于健康的追求是永无止息的，医药产品对于疾病的预防和治疗作用也是难以取代的，因此医药产业被人们称为“永远的朝阳产业”。 近二十年来，我国的医药行业发展迅速，医药市场一直以两位数的增长率稳定增长，成为国民经济的重要组成部分。随着经济的繁荣和市场的开放，中国医药市场的无限发展潜力为全球瞩目，医药行业面临并已经进入了激烈的国际竞争中。和其他很多行业一样，医药体制改革的阵痛也困扰着国内制药企业，尤其是2006年以来“医药商业贿赂”、“药品降价”、“飞行检查”等一项项新政无不牵扯着制药企业本已脆弱的神经。内忧外困中，制药企业进入了“医药行业的严冬”。 在这样的局面下，调整产品结构，制定企业产品发展战略应对变化就显得尤为重要。本论文研究的就是处于这种环境下的天津华立达生物工程有限公司的产品结构调整和产品发展战略。圄于篇幅，文本仅探讨公司整体战略中的产品发展战略。 论文首先对华立达公司的外部环境进行分析。在外部环境分析中采用了PEST分析进行一般环境分析，使用波特的五种力量竞争模型对产业竞争关系进行分析。使用外部因素评价矩阵对外部机会、风险进行评价。 然后对华立达公司的内部环境进行分析。在内部环境分析中采用了价值链分析和基于资源观点的方法，使用内部因素评价矩阵对内部优势、劣势进行评价，找到华立达公司的核心竞争力和急需解决的问题。 在最后，为了制订与内外环境因素相适应的产品发展战略，使用了SWOT分析方法确定了产品发展战略的任务和目标，使用战略选择矩阵进行产品战略选择，最后根据资源配置情况综合制订了华立达公司产品发展战略。
英文摘要：	Human never stop their steps to pursue health and the preventative and curative functions of medical products is hard to be substituted. That is the reason why mediation industry is called ‘the eternal sunrise industry’. In recent 20 years, the medical industry has achieved a rapid development in China and medical market has been increasing with a double-digit growth. Medical industry has become an important component of national economy. With the flourish and opening-up of market, the unlimited development potential of medical market in China has attracted the eyes of all over the world and medical industry has been faced and joined in the radical international competition. As other industries, the temporary embarrassment of systematic reform also puzzles the domestic pharmacy companies. Especially in 2006, each of the new policies, such as ‘medical business bribery’, ‘drug price reduction’ and ‘random GMP checking’, hit the brittle soul of these pharmacy companies. With the troubles at home and abroad, pharmacy enterprises enter into the ‘pharmacy industrial winter’. Under such complexion, it is of particular importance to deal with the changes by adjusting industrial structure and establishing enterprise product development strategy. The article was to study the product structural adjustment strategy of Tianjin Hualida Biotech under such complexion. Due to the limitation of the article, it just discussed the product development strategy of the company’s general strategy. First, the articles analyzed the external environment of Hualida Biotech. General external environmental analysis was conducted with PEST and Michael Porter's Five Forces Model was used to analyze industrial competition environment. External Factors Evaluation Matrix was used to evaluate the external chances and risks within the intra-industrial competition. Then, it analyzed the internal environment of Hualida Biotech. It adopted the Value Chain analysis and the methods in the view of resource to conduct internal environmental analysis and evaluate the internal advantages and disadvantages with Internal Factors Evaluation Matrix to find out the core competition power and emergent problems. Finally, in order to acquire the task and goal of the Strategy, it adopted SWOT analysis. Then it determined the Strategy with Strategy Selection Matrix. At last, Product Development Strategy of Hualida Biotech is shape according to internal and external environment.
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