摘 要
随着我国医疗消费水平提高，人口老龄化加快，慢性病患者增加，药品的需求也在大幅提高。全民医保落实，大病医保全民覆盖，为医药行业带来重大机遇。网售处方药、医药分家、分级诊疗、药品一致性评价等政策的试点实施，为医药企业的发展指明了方向。为使齐鲁制药企业适应医药新政策，在激烈的市场竞争获胜，齐鲁制药企业必须重新制定发展战略。本文首先分析了医药行业的背景，运用现代战略管理理论，对企业战略相关文献进行梳理，并对制药行业环境、企业内部环境进行分析，对企业优势和劣势、机会及威胁进行分析，得出齐鲁制药应采用稳定型发展战略，巩固齐鲁制药企业已有领域的优势地位，取得市场竞争的优势地位。在确定了企业总体战略的前提下，为保障企业各个战略的顺利推进，本文提出相应保障措施，保障齐鲁制药企业发展战略的各级目标得以最终实现。并且结合齐鲁制药企业实际情况，制定适合企业发展的战略，解决企业发展过程中遇到的问题，促进齐鲁制药企业长期稳定发展。研究结论为齐鲁制药企业战略决策层制定战略提供参考，对医药行业其他企业具有一定的借鉴意义。
关键词：制药企业,齐鲁制药有限公司,战略管理
Abstract
With the improvement of medical consumption in China, the aging of the population has accelerated, the number of patients with chronic diseases has increased, and the demand for drugs has been greatly improved. Universal medical insurance implementation, serious illness medical insurance nationwide coverage for the pharmaceutical industry to bring significant opportunities. The trial implementation of such policies as the sale of prescription drugs, the separation of medical institutions, the classification of medical treatment and the evaluation of drug consistency have pointed out the direction for the development of pharmaceutical enterprises. In order to make Qilu pharmaceutical enterprises adapt to the new policy of medicine and win in the fierce market competition, Qilu pharmaceutical enterprises must re formulate their development strategy. Pressure
This paper first analyzes the spring back of the pharmaceutical industry, using the modern strategic management theories, literatures on corporate strategy, and the pharmaceutical industry environment, the internal environment of enterprises are analyzed, advantages and disadvantages, opportunities and threats analysis, it should be used in Qilu pharmaceutical stable development strategy, consolidate the Qilu pharmaceutical enterprises have field the dominant position, achieve a dominant position in market competition. Under the premise of defining the overall strategy of the enterprise, in order to ensure the smooth progress of each enterprise’s strategy, this paper puts forward corresponding safeguard measures to ensure that the goal of the development strategy of Qilu pharmaceutical enterprises can be achieved finally.
Based on the actual situation of Qilu pharmaceutical enterprises, this paper formulated a strategy suitable for the development of enterprises, solved the problems encountered in the process of enterprise development, and promoted the long-term stable development of Qilu pharmaceutical enterprises. The research conclusion provides reference for the strategic decision-making layer of Qilu pharmaceutical enterprises, and has certain reference significance to other enterprises in the pharmaceutical industry.
Key words: pharmaceutical enterprises, Qilu Pharmaceutical Co., Ltd.,
strategic management
摘 要················································································································· I
Abstract·············································································································· II
一、绪论············································································································· 5
(一)研究的背景····························································································· 5
（二）研究的意义···························································································· 5
- 理论意义····························································································· 5
- 现实意义···························································································· 5
(三) 国内外文献···························································································· 5
- 国外文献综述····················································································· 5
- 国内文献综述····················································································· 5
（四）研究内容······························································································· 5
二、相关概念综述································································································· 6
(一)战略管理理论·························································································· 6
(二) 战略管理的发展与演变············································································· 7
三、齐鲁制药企业概况·························································································· 8
(一)公司简介································································································· 8
（二）齐鲁制药企业发展战略存在的主要问题···················································· 8
四、齐鲁制药有限公司环境分析············································································· 9
（一）外部宏观环境分析················································································· 9
- 政治环境分析····················································································· 9
- 经济环境分析···················································································· 10
- 社会文化环境分析·············································································· 11
- 技术环境分析···················································································· 11
(二) 微观环境分析························································································ 12
1.行业趋势分析····················································································· 12
2.竞争环境分析····················································································· 12
(三) 内部环境分析························································································ 12
1.组织机构分析····················································································· 12
2.人力资源情况分析··············································································· 13
3.财务情况分析····················································································· 13
4.营销情况分析····················································································· 13
五、齐鲁制药有限公司发展战略规划····································································· 13
(一)齐鲁制药战略选择的基本原则·································································· 13
(二)战略选择的内容····················································································· 14
- 品牌战略··························································································· 14
- 市场营销战略····················································································· 15
- 人力资源战略···················································································· 15
4.信息化建设战略·················································································· 16
（三）战略的实施保障·················································································· 16
- 不断调整和优化企业组织结构······························································ 16
2.人力资源管理····················································································· 17
3.财务资金管理····················································································· 17
4.信息化管理························································································· 18
5.企业文化建设····················································································· 18
结 论··············································································································· 18
致 谢··············································································································· 19
参考文献··········································································································· 20
附 录 一············································································································ 22
附 录 二············································································································ 23
