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论文编号：	6775
作者编号：	2120112583
上传时间：	2014/12/6 3:19:58
中文题目：	“JH”药业集团有限公司竞争战略研究
英文题目：	The Research on Competitive Strategy of JH Pharmaceutical Group Co., Ltd.
指导老师：	于斌
中文关键字：	医药行业、“JH”药业、竞争战略
英文关键字：	Pharmaceutical industry; “JH” Pharma; Competitive Strategy
中文摘要：	医药行业在我国国民经济体系中发挥着中流砥柱的作用，占据着非常重要的地位，是重要的组成部分。医药产业兼具传统产业和现代产业相统一的特点，以及一、二、三产业一体化的特点，一直是我国的“朝阳产业”，一直保持高速发展的态势。自我国医药产业改革实施以来，随着改革的逐步加深，医药行业的内外部环境都产生了翻天覆地的变动。“JH”药业集团有限公司（以下简称“JH”药业）作为一家步入医药原料药制造领域不久的中小型医药企业，面临着由政策和市场两方面变化而带来的冲击和商机，同时还要客服市场营销水准不高、规模化生产水平不足、应对激烈市场竞争能力欠缺、原材料不断涨价等多个难题。这些商机和难题对企业今后的发展壮大既是契机也是陷阱。“JH”药业若要在本行业市场中站稳脚跟、谋求发展、迅速壮大，必须下大力气用批判的眼光进行内视，全面评估自身状况，用战略的眼光审视自己，从战略的角度明确企业发展目标和经营行为，研究并制定适应于企业自身的企业战略，只有这样才能充分发挥出本身的竞争优势，弥补自身劣势，整合有利资源，进而提高自身在行业竞争中的生存能力。 本文利用PEST分析 “JH”药业发展的外部宏观环境、运用波特五力模型剖析“JH”药业所面临的行业环境，随后对企业发展展开SWOT分析，总结企业所面临的机遇与威胁、自身的优势和劣势，在明确企业经营目标和总体战略的基础上，总结出“JH”药业的核心竞争力，从而做出适合“JH”药业的竞争战略选择与定位，以甾体激素类原料药和化工产品巴豆酸的生产经营双线并存的生产模式，以差异化、低成本、技术革新等具体竞争战略为载体，共谋企业长久发展。本文通过对“JH”药业的竞争战略进行实证分析和研究，研究成果不仅对“JH”药业具有实用价值，同时对其他中小型医药企业也具有一定的借鉴意义。
英文摘要：	The pharmaceutical industry plays a significant role and occupies a very important position in national economic system in our country. It has combination of both traditional and modern pharmaceutical industry and the characteristics of all industry integration, and has maintained rapid development trend which has long been known as "the rising sun industry". Since national health reform implementation and the gradually deepening in our country, the pharmaceutical industry's huge changes have taken place in the internal and external environment. "JH" pharmaceutical group co., LTD. (hereinafter referred to as the "JH" pharma) is a newly and medium-sized into the medicine material manufacturing, it faced with by the two aspects of policy and market changes and the impact of business opportunities, as well as solved the problems just as the marketing of the service level not high, price of raw materials rising, ability to cope with fierce competition in the market and so on. These business opportunities and difficulties are both opportunities and traps for the development of enterprises in the future. "JH" pharma should be have worked with a critical eye for visualization, evaluated comprehensive assessment of their own conditions, and looked at them-self from the view of strategy to clear business goals and business behavior, if "JH" pharma wants to gain a foothold, seek development and rapid growth in the industry of the market. They must study and formulate suitable for the enterprise's own business strategy. Only in this way, they can give full play to the competitive advantage of them-self, make up for their lack of integration of advantageous resources, and improve their competition in the industry's survival ability. In the thesis, PEST model is used to analyze the development of external macro environment of "JH" pharma, Potter's five forces model is used to analyze pharmaceutical industry environment faced by "JH" pharma, and then a SWOT analysis to the enterprise development should be used. We can sum up the opportunities and threats, advantages and disadvantages faced by enterprise, so as to make a suitable competition strategy and positioning for "JH" pharma, coexist with hormone medicine raw materials and chemical products of crotonic acid and operation of double line production mode. "JH" pharma develops by the strategy of differentiation, cost leadership, technological innovation and other specific competitive strategy, and seek common enterprise long-term development. The thesis makes an empirical analysis and research through the "JH" industry competition strategy, the research results not only has practical value for the "JH" pharma, but also has the certain model significance to other small and medium enterprises.
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