碩士 / 國立臺灣大學 / 臺大-復旦EMBA境外專班 / 106 / The pharmaceutical industry is known as China''s sunrise industry, since the reform and opening up has maintained a rapid growth rate, with China''s medical consumption level, population aging, chronic disease increased, the demand for drugs is also greatly improved. The implementation of health insurance, health care coverage of the whole nation for the pharmaceutical industry has brought great opportunities for development. At the same time, from the late 90s of the 20th century, the industry entered a fierce market competition. With the gradual deepening of the country''s reform of the medical industry, the internal and external environment of the pharmaceutical industry has undergone structural changes.
In this paper, Hainan Chuntch Pharmaceutical Company as a case study, the first overview of the history of the joint pharmaceutical industry, showing a registered capital of only 1 million local small pharmaceutical enterprises, by virtue of a strong R & D capability and accurate positioning of the market, The use of unique and innovative business model, to borrow external environmental forces, after 10 years of operation, developed into a value of 460 million modern pharmaceutical companies.
However, because the pharmaceutical industry is affected by the government a lot of industry, in recent years on the policy of medical reform frequently, "limited to limit resistance, two votes system, battalion increase, health insurance fees, circulation remediation, process verification, consistency Evaluation, clinical data verification ... ... "multiple policy so that the company continued to face some problems. In this paper, the PEST analysis model and the Porter "five force analysis model" from the macro environment and industry environment from the perspective of the company in the external environment of the analysis, to explore the company faces opportunities and threats, while buyers and supply The bargaining power of the firms are relatively strong, facing the threat of peer competition. Then, the internal environment of the company was analyzed from two aspects: enterprise resources and enterprise capability, and the advantages and disadvantages of the company were found. The company has a strong technology development and new product development capability. The company''s marketing system is weak. And then use SWOT analysis to obtain the company''s possible strategic choice, combined with the company''s actual situation, the company''s strategic positioning, to determine the company''s transformation strategy, mainly divided into product development strategy and marketing strategy two aspects. Finally, in order to ensure the smooth implementation of the company''s transformation strategy, including the emphasis on corporate culture, optimize the organizational structure, strengthen the company''s human resources management, accelerate the process of enterprise information, including countermeasures and measures, has a strong relevance and practicality, To ensure the realization of the strategic objectives of enterprise transformation. This paper has the guidance and reference significance for the development of the transformation strategy of various pharmaceutical enterprises.
| Identifer | oai:union.ndltd.org:TW/106NTU05457015 |
| Date | January 2017 |
| Creators | Xi-Yu Wei, 魏西雨 |
| Contributors | 陳俊忠 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 57 |
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