陕西华信医药有限公司竞争战略研究

发布时间：2018-07-09 10:09

本文选题：战略 + 差异化战略　；参考：《西北大学》2015年硕士论文

【摘要】：人类社会发展迅猛,人们对于生活质量的要求也愈发提高,医疗卫生社会保障的不断完善,人口老龄化的不断加剧,人们对各类药品的需求量也在不断增加。国家医疗卫生体制的不断完善,于药品流通方面的监管也愈发严格,从新版GSP(药品经营质量管理规范)的颁布与实施,到不断有相关行业政策的出台,医药流通行业的市场竞争也愈演愈烈。2011年5月医药流通行业的“十二五”规划的出台,行业的集中度将进一步提高,具有相当规模的医药流通企业将迎来新的机遇和挑战。陕西华信医药有限公司是一家综合性的医药批发企业,经过十几年的发展和壮大,在陕西市场已经颇具有影响力和知名度,销售份额在陕西省内的三甲级医院名列前茅。但是公司目前存在很多问题,盈利模式单一,盈利能力较差,网络覆盖不够完善,缺乏核心竞争力,发展速度与国内知名企业还有一定的差距,因此如何在新形势下,打造企业的核心竞争力,制定切实可行的营销战略已经是华信公司迫切需要解决的战略问题。本文以陕西华信医药有限公司的营销战略为研究对象,剖析目前经营中存在的问题和问题出现的原因。运用SWOT组合分析方法对华信公司的优势和劣势,所面临的机遇和威胁进行了全面的分析,并且结合公司近期和长期的目标提出该公司的发展战略为差异化战略。医药流通行业竞争激烈,选择差异化战略作为营销战略,是为了能够有效的改变陕西华信医药有限公司目前的经营状态,发展多元化的盈利模式,并且能够帮助公司适应不断变化的外部环境,使得公司能够更加平稳,快速的发展。在差异化战略实施过程中,通过产品差异化,渠道差异化,服务差异化以及品牌差异化等战略来获取竞争优势。为了确保该战略的有效实施,达到平稳,快速的可持续发展的目的,公司需要建立有效的人力资源保障制度和绩效奖惩制度,加强对企业应收账款的管理和控制,采取采销联动政策,不断优化公司内部流程提高工作效率等一系列的保障措施,使得差异化竞争战略能够顺利实施
[Abstract]:With the rapid development of human society, people's demand for the quality of life is also increasing, the medical and health social security is constantly improving, the aging population is increasing, and the demand for all kinds of drugs is also increasing. With the continuous improvement of the national medical and health system, the supervision on the distribution of drugs has become more stringent. From the promulgation and implementation of the new edition of GSP (quality Management Standard for Drug Trading) to the introduction of the related industry policies, The market competition in the pharmaceutical circulation industry is also intensified. With the introduction of the 12th Five-Year Plan in May 2011, the concentration of the industry will be further improved, and the pharmaceutical circulation enterprises with a considerable scale will face new opportunities and challenges. Shaanxi Huaxin Pharmaceutical Co., Ltd. is a comprehensive wholesale pharmaceutical enterprises, after more than ten years of development and expansion, in Shaanxi market has been quite influential and well-known, sales share in Shaanxi Province in the top three class hospitals. However, there are many problems in the company, such as single profit model, poor profitability, imperfect network coverage, lack of core competitiveness, and the gap between the speed of development and that of well-known domestic enterprises. Therefore, how to develop in the new situation? To build the core competence of the enterprise and to make a feasible marketing strategy is an urgent strategic problem to be solved by Huaxin Company. This paper studies the marketing strategy of Shaanxi Huaxin Pharmaceutical Co., Ltd. This paper makes a comprehensive analysis of the strengths and weaknesses of Huaxin Company and the opportunities and threats faced by Huaxin Company by using the SWOT combination analysis method, and puts forward that the development strategy of Huaxin Company is a differentiation strategy combined with the company's short-term and long-term objectives. In order to effectively change the current operating state of Shaanxi Huaxin Pharmaceutical Co., Ltd and develop a diversified profit model, the pharmaceutical circulation industry is highly competitive and chooses differentiation strategy as its marketing strategy. And can help the company adapt to the changing external environment, so that the company can be more stable and rapid development. In the process of implementing differentiation strategy, competitive advantage is obtained through product differentiation, channel differentiation, service differentiation and brand differentiation. In order to ensure the effective implementation of the strategy and achieve the goal of stable and rapid sustainable development, the company needs to establish an effective human resources guarantee system and performance reward and punishment system, and strengthen the management and control of enterprise accounts receivable. Adopt a series of safeguard measures, such as adopting the policy of adopting and marketing linkage, constantly optimizing the internal process of the company and improving the work efficiency, so that the strategy of differentiated competition can be carried out smoothly.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.72;F271

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