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论文编号：	6832
作者编号：	2120122757
上传时间：	2014/12/7 12:49:14
中文题目：	诺和诺德公司在中国的发展战略研究
英文题目：	The development strategy in China of Novo Nordisk Company
指导老师：	赵伟
中文关键字：	诺和诺德;发展战略;战略分析;战略制定;战略实施
英文关键字：	Novo Nordisk; development strategy; strategy analysis; strategy formulation; strategy implementation
中文摘要：	随着中国加入WTO和经济全球一体化的快速发展，跨国制药企业加快加大了在中国市场的投资，在中国得到了较好的发展，也获得较高的经济利润，但随着跨国制药企业在中国市场的深入发展也逐渐出现了许多问题。本论文通过对跨国制药企业诺和诺德公司在中国的发展战略研究与分析，掌握跨国制药企业在中国发展的一般规律，了解跨国制药企业在中国发展中遇到的问题，他们是如何通过分析内部环境、外部环境、竞争环境从而不断调整战略，并且通过组织结构调整、领导力和员工能力的发展、企业文化建设等保障措施来实施战略，从而获得在中国的长期持续发展。本论文首先梳理了战略管理的相关理论，通过理论联系实际，分析了诺和诺德公司的内部环境，识别出企业内部的优势和劣势。然后利用PEST理论从政治、经济、社会和技术四个方面分析了外部环境，分析了诺和诺德公司在华的产业竞争状况，以及主要竞争对手等竞争环境，识别出企业在中国胰岛素市场发展的机会和威胁。再然后分析了诺和诺德公司的使命、在中国发展的总体战略、根据中国市场的需求和挑战诺和诺德中国制药有限公司结合总体战略制定出在产能提升方面的战略，在质量管理方面的战略。分析了诺和诺德中国制药有限公司通过组织结构调整，领导力的培训，员工能力培训，企业文化建设来保证制定战略的实施。
英文摘要：	With China’s accession to the WTO and the growth of the integration of the global economy, multinational pharmaceutical enterprises accelerate the investment in the Chinese market. Multinational pharmaceutical enterprises has been developed in China, and obtained higher profits. However, with the in-depth development in the Chinese market, multinational pharmaceutical enterprises gradually appeared many problems. Through the study on Novo Nordisk in China's development strategy research and analysis, grasp the multinational pharmaceutical enterprises in China’s the general rule of development, know how to analyze the internal and external environment, competition environment so as to continuously adjust strategy, and through the adjustment of organizational structure, leadership and the staff's ability development, corporate culture building measures to implement the strategy, so as to obtain long-term sustainable development in china. This thesis firstly summarizes the relevant theories of strategic management, the combination of theory and Practice, analyses the company's internal environment to identify the internal strengths and weaknesses. Then the thesis analyses the external environment from political, economic, social and technological by using PEST theory, and analyses the industry competitive situation in China, Novo Nordisk, and major competitors’ competition environment, to identify the opportunity and threat in in China Insulin business development. Based on the above analysis, the studies the Novo Nordisk's mission, the overall strategy in China, and faced on market need and major challenges in China to establish Novo Nordisk Chinese manufacture in the productivity promotion strategy and the quality management strategy. Moreover, the thesis researches how to ensure implementation of the strategy in Novo Nordisk Chinese manufacture through the adjustment of organizational structure, leadership training, staff training and enterprise culture construction.
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