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论文编号：	8605
作者编号：	2220140542
上传时间：	2016/11/28 13:28:10
中文题目：	广西方略药业集团差异化战略及实施研究
英文题目：	Study on the differentiation strategy and implementation of Guangxi Fanglue Pharmaceutical Group
指导老师：	杨斌
中文关键字：	方略集团；差异化；战略；实施
英文关键字：	Fanglue Group; differentiation; strategy; implementation
中文摘要：	随着近几十年来中国医药改革方针的不断变革，药企在中国市场的生存之道也不得不随之调整；尤其是外资药企，他们已经无法接受与中方合资合作，共分中国内地如此庞大体量的医药市场蛋糕了，他们对产业渗透的广度和深度不断强化。中国医药市场已经进入一个内忧外患，战火纷飞的新竞争时代，如何在这样一个纷乱激烈的竞争市场中，脱颖而出并取得可持续性的长远发展是摆在国内中资与外资医药企业面前的共同紧要课题。 广西方略药业集团（以下简称方略集团）主营原料药、化学药品、中成药及相关药品开发等，经过近二十年的发展，建立起了横跨现代中药制剂、颗粒、化学合成药、生物技术药、医疗器械等于一体的高科技医药健康产业集团，但在市场刚性需求的提高、行业政策扶持不断加码、各医药公司加大投入开发新产品之际，如何使得方略集团在激烈的竞争中保持优势，稳定并逐步扩大市场份额，提高经营效益，这将是企业必须面对的紧要问题。本文分析了方略集团的优势劣势、业务系统、关键资源能力和盈利模式。从而为方略集团在新医改环境下的成功转型提供一些借鉴和思考方向。本文的研究希望通过对最新战略转型、战略管理理论的介绍，结合方略集团内外部市场环境和SWOT分析，明 确方略集团新医改环境下的发展战略选择，进而对方略集团差异化发展战略的实施提出了具体的可行方案，对提升公司的整体核心竞争力，具有一定的指导意义。
英文摘要：	With the constant transformations of the reform policies of Chinese pharmaceutical undertaking over the past decades, pharmaceuticals also have to adjust their tactics of survival in the Chinese market; this is especially true of the foreign investment pharmaceuticals, which are no longer satisfied with the strategy of “outshining” the Chinese pharmaceuticals; instead, they began to have more hopes that they can share the enormous pharmaceutical market of China and have more in-depth permeation of their sphere of influence. China’s pharmaceutical market has entered a new era of competition featuring internal revolts and foreign invasions and fierce battles. Therefore, how to become outstanding amid such a market with ferocious competitions and attain sustainable long-term development is a common urgent issue faced by the domestic pharmaceuticals of Chinese investment and foreign investment. Guangxi Fanglue Pharmaceutical Group (hereinafter referred to as “Fanglue Group”) is mainly engaged in the R&D of BPCs, chemical medicines, Chinese patent medicines as well as relevant medicines. Through the development of nearly two decades, it has been established into a high-tech pharmaceutical and health industrial group with the integration of Chinese drug preparations, granules, synthetic drugs, biotech drugs and medical instruments. However, in view of the elevation of the market rigid demands, the constant strengthening of the supports of industrial policies and the increases in the R&D of new products by the various pharmaceuticals, how to make Fanglue Group maintain its advantages amid the fierce competitions, stabilize and gradually expand the market shares and elevate operating benefits will become an urgent issue faced by the Enterprise. This Thesis analyzes the advantages and disadvantages, the business system, capacity of key resources and profit-making mode of Fanglue Group so as to provide Fanglue Group with some references and thinking orientations in the successful transformation under the environment of the new healthcare reform. In the research by this Thesis, it is hoped that through the introduction of the latest theories of strategic transformations and strategic management and in combination with the internal and external market environment and SWOT analysis of Fanglue Group, it can clarify Fanglue Group’s options of development strategies under the environment of the new healthcare reform, thus further proposes some concrete and feasible schemes regarding the implementation of Fanglue Group’s strategy of differentiated development; therefore, it features certain guidance significance for the elevation of the Company’s core competitiveness.
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