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| 论文编号： | 4531 | |
| 作者编号： | 2120082292 | |
| 上传时间： | 2012/6/14 15:06:14 | |
| 中文题目： | 华药医药公司的价值创新战略研究 | |
| 英文题目： | Value Innovation Strategy study of Huayao Pharma Co., Ltd | |
| 指导老师： | 周建 | |
| 中文关键字： | 价值创新 价值曲线 代理行业 | |
| 英文关键字： | Value innovation, value curve, marketing agent business | |
| 中文摘要： | 为了推动新医改的进程，国家发展和改革委员会和国家食品药品监督管理局SFDA越来越重视药品流通秩序和药价管理。在既有产品生命周期快速走到尽头和新产品上市速度大大减慢的双重压力下，很多药品经营企业把目光转向了国外，希望能获得更多的进口品种来缓解目前的产品短缺。进口药品代理行业成为了中国医药商业中日益重要的业态。但是目前行业内企业的服务同质化严重，机会主义盛行，行业秩序正在受到挑战。本文以华药医药有限公司（下简称“华药”）为例，从价值创新的角度为这一现状提供了一个解决方案。本文首先论述了创新的定义，然后回顾了顾客价值理论，最后聚焦在价值创新理论。阐述了价值创新的主要逻辑，对价值创新的独特视角和实现价值创新的途径进行了介绍。在文献回顾的基础上，分析了华药公司制定价值创新战略的背景。对国内药品行业基本概念进行解释，并概括了国内药品行业的行业特征，并对其子行业——进口药品代理行业进行了描述。特别是，本文将国外药厂定位成了进口药品代理企业的客户。然后文章将关注点转向了华药，介绍了该公司的基本情况。结合目前华药公司的业务模式，考虑客户的那些需求没有得到满足，有哪些服务缺陷影响了客户价值。从而得出了进口药品代理行业的客户的真实需求，将其和进口代理行业的替代品——自营进口的价值因素进行了比较。从七个方面，直观地比较了二者的价值主张。在此基础上，作者根据华药的业务实践，提出了一条全新的价值曲线。根据新的价值曲线，作者进一步提出了华药公司实现价值创新的途径，提出了事业部制改革、业务整合和文化变革三方面的建议。本文阐述了创新思维对服务业的重要性，根据价值创新的战略逻辑，为药品代理行业提出了一条新颖的战略路径。对医药流通行业的服务创新，提高客户价值有较强的借鉴意义。 | |
| 英文摘要： | To push out the New Healthcare Reform, the National Development & Reform Committee and SFDA are placing ever great emphasis on drug distribution order and drug price supervision. The lifecycle for many existing drugs rush to the end, at the same time, the official authority slows down the approval of new drug licenses. Under the pressure from both side, many drug dealers averted their eyes to the abroad, yearning for the imported drug to fill their poor product catalogue. Agent business for imported drug becomes an important player in medicine industry. Today, this business is featured by the identical service model and opportunistic operation, which harm the customer interest and challenges the future of the entire industry. Taking a typical firm in this field – Huayao Pharma Co., Ltd (below it will be mentioned as Huayao) as an example, the writer is trying to give a way out for this chaotic industry, following the logic of value innovation. Firstly, the essay presents the definition of innovation and reviews Customer Value Theory and then focuses on value innovation theory. The essay describes the logic clue of value innovation theory, the unique viewpoint as well as the way to realize value innovation. On base of theory review, the essay analyzes the background of Huayao’s strategy. In this chapter, the basic conception of Chinese medical market is explained and its features are also summarized. Then we come to the outline of Imported Drug Agent Industry, one of the sub-industries of Chinese medical market. It should be mentioned that in this essay, the foreign is defined as the client of the imported drug agents. Then we come to Huayao to get to know its basic status. According to its prevailing operation model, the essay tries to find out the unmet demands and the deficiency which affects the customer value. In this way the essay figures out the genuine demand of the customers and compares it with its alternative-self-running importing. The value proposals of both are compared in 7 aspects. We can see the sharp contrast between the two, in 7 aspects, On this basis, the writer propose a new value curve, which promote the commitment that can enhance customer value and reduce & remove the prevalent yet harmful value proposition. According to the new value curve, the writer gives four advices to Huayao-, cooperation model change, service integration and divisionalization. The writer tries to illustrate the importance of value innovation for service and proposes a new strategic path for drug agents. It is believed to serve as a reference for the value innovation in the medicine commerce field. | |
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