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论文编号：	7726
作者编号：	2220130963
上传时间：	2015/12/3 19:22:44
中文题目：	CG公司竞争战略研究
英文题目：	The Competitive Strategy Research for CG Company
指导老师：	薛有志教授
中文关键字：	化学发光免疫诊断，竞争战略，成本领先的差异化战略。
英文关键字：	Chemiluminescence immunoassay diagnosis; Competition strategy; Differentiation strategy of cost leadership.
中文摘要：	随着中国多年体外诊断（简称IVD）行业的高速发展，化学发光免疫诊断在国内临床诊断获得广泛应用，并且作为IVD行业的子行业发展速度超过IVD增长速度。由于化学发光免疫诊断的技术壁垒很高，导致多年此市场一直被国外企业垄断。近些年来，国家大力发展生物产业及国产体外诊断产业，国内化学发光诊断行业获得一定的发展，并且陆续出现20-30家企业，在低端市场和传染病领域获得一定份额，但是从根本上没有打破技术壁垒，还无法撼动进口品牌市场主导地位。CG公司通过多年的研发，率先在技术上达到国际水平并实现产业化，但是相对于其他国产品牌已经失去先发优势。CG公司如何克服本身不足抓住机遇，迅速在化学发光免疫诊断市场突破重围并保持领先地位，现阶段加强竞争性战略研究、科学制定竞争战略、明确发展目标并推进战略实施是非常必要的。 本文首先阐述了研究背景和研究意义，对行业、研究方法和研究做了相应的介绍，接下来对CG公司做内部环境进行分析并应用PEST进行宏观分析，然后用波特五力模型对于CG公司行业竞争环境做了细致分析；随后利用SWOT战略分析，得出CG公司的优势、劣势、机会和威胁，并明确战略定位，提出CG公司整体上采取增长型战略，竞争战略采取成本领先的差异化战略，最后明确战略实施对策内容。 关键词：化学发光免疫诊断，竞争战略，成本领先的差异化战略。
英文摘要：	With the rapid development of China's In Vitro Diagnosis(IVD) industry, the chemiluminescence immunoassay diagnosis has been widely used in clinical diagnosis, and, as a sub-industry of IVD, it even develops faster than IVD itself. However, because of the high technical barriers, the market has been monopolized by foreign enterprises for many years. In recent years, the vigorous efforts has been made to develop bio-Industry and domestic in vitro diagnostics industry by the government. As result, the domestic chemiluminescence industry obtains a certain development, involing 20-30 companies has been founded and a part of market share in the low-end market and the field of infectious diseases have been occupied. However, the technical barriers have not been broken, and also the dominance of import brand have not been shaken. Through many years of research and development, CG Company got the first technical breakthrough in our country to achieve international standards and realize industrialization.But compared to other domestic brands, it has lost the first-mover advantage. CG company it is necessary for CG company to strengthen competition strategy research, establish scientific competition strategy, make the clear developing target, and promote the implementation of the strategy at this stage in order to overcome its own shortcomings, seize the opportunity, and quickly break the siege and maintain the leading position in the chemiluminescence immune diagnostics market.. At first, this paper expounds the researchbackground and research significance, the article introduces the industry, research methods and research content.. And then introduce CG Company and make the macro analysis by the methods of PEST. Porter's five forces model to do a detailed analysis for CG Company's competitive environment. In addition, the article draws the conclusion that the CG Company's advantage, weakness, opportunity, threat, and a clear strategic positioning by using SWOT strategic analysis. The paper puts forward the competitive strategy of CG Company. The study shows that the CG Company should take differentiation strategy of cost leadership. Finally, the papers show the details of strategy implementation. Key words: Chemiluminescence immunoassay diagnosis; Competition strategy; Differentiation strategy of cost leadership.
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