RJ醫藥包裝公司發展戰略研究

Abstract

隨著居民生活水準的提高、新型醫藥產品不斷出現、醫療體制的改革，使得國內醫藥包裝行業快速發展。國內醫藥包裝企業從國外引入先進的醫藥包裝材料、生產線和設備，企業的生產規模、技術實力和管理水準有很大的提升。目前，國內有醫藥包裝企業3000多家，年產值超過500億元，年增長超過10%。醫藥包裝的品質關係民眾的身心健康，有較高的技術要求和品質要求。政府相繼出臺《藥品包裝用材料、容器管理辦法》、《藥品生產品質管制規範（2010年修訂）》等法規，加強行業監管，促進健康發展。雖然國內醫藥保障行業快速發展，但與發達國家仍有較大差距，尤其是在出現“毒膠囊事件”等重大醫藥事件之後，醫藥包裝的安全問題已成為政府、媒體和公眾關注的重點話題。我國醫藥包裝行業面臨著一系列的問題和挑戰：面臨大量國內企業和國外技術先進企業的激烈競爭，產品主要集中在中低端的藥用包裝；包裝材料自主研發能力差；國內醫療制度的改革帶來市場格局的變化；新版GMP的實施等方面。 RJ醫藥包裝公司是一家以靜脈輸液藥品包裝為主要領域的醫藥包裝企業。RJ公司通過原材料開發、配件製品生產上下游聯動等，同時引入國外先進生產線，實施嚴格的品質管制，推進人才戰略，使得公司快速發展。然而RJ公司作為國內一家中型醫藥包裝企業，也面臨著市場競爭激烈、自主研發能力差、人才匱乏等問題。 本文使用定量和定性相結合的方法對RJ公司的外部發展環境和內部條件進行分析，掌握公司在發展過程中面臨的優勢和劣勢、機會和威脅。在此基礎上使用SWOT方法制定RJ公司的發展戰略，以及發展戰略的實施方案。通過分析，本文認為RJ公司在發展過程中應選擇縱向一體化成長戰略，採取細分市場目標集中的競爭策略。

As people living standard rise, new pharmaceutical products appear constantly, the reform of medical system, the domestic pharmaceutical packaging industry rapid development. Domestic pharmaceutical packaging company introduced from abroad advanced pharmaceutical packaging materials, production line and equipment, production scale of enterprises, technical strength and management level has great improvement. At present, the domestic pharmaceutical packaging enterprises, more than 3000, annual output value of more than 40 billion, annual growth of more than 10%.Pharmaceutical packaging the quality of the relationship between the physical and mental health of people, have high technical requirements and quality requirements. Government have issued the measures for the administration of the pharmaceutical packaging materials and containers, 'drug production quality management standard (revised in 2010),' such as laws and regulations, strengthen supervision and promote the healthy development. Although domestic medical security industry rapid development, but there is still a large gap with the developed country, especially in the event of a 'poison capsule event' after major medical event, pharmaceutical packaging safety problem has become the focus of the government, the media and public attention. Pharmaceutical packaging industry in our country is facing a series of problems and challenges that face a lot of the fierce competition in the domestic and foreign advanced technology enterprises, products are mainly concentrated in the middle-end packaging materials; Packaging materials independent research and development ability is poor; The domestic medical system reform brings the change of market structure; The implementation of the new version of GMP. Shanghai RJ pharmaceutical packaging co., LTD. Is a medicinal aluminum foil and composite membrane (bag) as the main high-tech. RJ through the introduction of foreign advanced production line, the implementation of strict quality management, promote the talent strategy, make the company's rapid development. However RJ company for a long time, is a medium-sized pharmaceutical packaging enterprises is faced with intense market competition, independent research and development ability is poor, the lack of talent, etc. This article USES the combination of quantitative and qualitative methods to RJ company external development environment and internal conditions were analyzed, and master the company faced in the process of development of the advantages and disadvantages, opportunities and threats. On the basis of using the SWOT method, RJ company development strategy and development strategy of the implementation of the plan. Taking RJ as an example for empirical research, combining the theory of enterprise strategy management research, has certain theoretical value and practical value.