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標題: | 南京正大天晴製藥有限公司發展戰略研究 A Study On the Development Strategy of NJCTTQ Co.,Ltd |
作者: | Kuan-Qi Wang 王寬起 |
指導教授: | 李吉仁 |
關鍵字: | 製藥,研發,專業化經營,藥品安全, pharmacy,research and development,specialized operation,drug safety, |
出版年 : | 2018 |
學位: | 碩士 |
摘要: | 隨著中國經濟的發展以及上層結構的持續性改革,製藥行業的發展迎來了前所未有的機遇。中央政治局通過了《健康中國2030規劃綱要》以及國家工信部等六部委發佈了十三五《醫藥工業發展規劃指南》互聯網大資料的發展和應用如火如荼,深刻影響著社會的各方面。大健康產業在醫療產品與營養食品、伺服器與醫療器械、保健器具與休閒健身、健康管理與諮詢等方面擁有有寬廣的市場潛力,在互聯網深刻影響下的傳統醫藥行業無法也不能置身于外,利用大資料的精准醫療將為患者帶來更多的便利和福音。在如此宏大的背景之下,製藥行業未來的改革、發展、創新將是製藥行業也是南京正大天晴製藥有限公司面臨的較大課題,這一課題包括了實踐性也包括理論性,我們除了對這一新事務的產生和發展進行大膽探索,勇於創新外,還需要理論性的整體指導框架對我們進行答疑解惑。
本文將分為七個模組:第一塊是緒論,我們將對文章的寫作背景、研究的方法與意義等做出基礎鋪墊,也給出了文章的基本內容和邏輯框架;第二塊的基本概念中以多個主要角度梳理了專業名詞,其中包含了GMP、大資料、ERP、WMS等術語的定義與解釋;第三塊是公司外部環境分析,包括了宏觀環境和產業經濟環境剖析,並通過波特五力模型從市場競爭角度對南京正大晴製藥有限公司的產業環境進一步進行了分析。另一方面通過戰略群組層面對南京正大天晴的競爭對手進行了分析;第四塊是內部資源能力和利益攸關者期望分析,著重從南京正大天晴製藥有限公司內部資源的可獲得性、調動能力與資源的協調性方面進行挖掘分析,並通過價值鏈分析明確了做為製藥公司在公司價值鏈層面的基本活動與支援服務;第五塊是本文的核心,該部分通過對南京正大天晴製藥限公司的SWOT分析,找出了公司的優劣執以及面臨的機會和威脅,通過對核心成功因素的分析明確提出了公司的戰略定位和公司的戰略目標體系以及公司具體的戰略規劃實施;第六塊屬於南京正大晴製藥有限公司具體的戰略落實措施,包括了公司研發、銷售、供應鏈、產品品質等方面所採取的全方位措施;第七塊為未來的發展研究提出了一些開放的方向並對南京正大天晴製藥有限公司戰略發展的研究給出了結論。 本文的貢獻在於四個方面:一是詳盡闡述了製藥行業在當前國內外大背景下的機遇與挑戰;二是對研發、生產、品質、銷售進行了仔細分析,清晰的明確出公司具備的優勢資源、核心競爭力以及改進方向;三是比較完整地使用了VARIO框架,對公司的有形資源與能力以及公司的無形資源與能力進行了總結和分析;四是在醫改降價、政策約束收緊的背景下,對發展戰略的選擇進行了分析。 With the development of China’s economy and the continuous reform of the superstructure, the development of pharmaceutical industry has gained unprecedented opportunities. Healthy China 2030 Outline has been passed in Political Bureau of the Central Committee of the CPC. Six ministries and commissions, including National Ministry of Industry and Information, released the 13th five-year plan for the Guidelines for the Development of the Pharmaceutical Industry.The development and application of Internet big data are in full swing, profoundly influencing all walks of the society. The big health industry has broad market potential in medical products, servers, nutritious food, medical equipment, appliances for health preserving, leisure and exercise, health management, consulting and other aspects. With the profound influence of the Internet, the traditional medicine industry cannot stay out of it. It will use the targeted medical treatment of big data to bring more convenience and good news to patients.Under such a grand background, the future reform, development and innovation of the pharmaceutical industry will be a major task facing pharmaceutical industry and Nanjing Zhengda Tianqing Pharmaceutical Co., Ltd. This task is not only practical, but also theoretical, because the emergence and development of a new thing requires not only our bold exploration and innovation, but also a holistic theoretical guidance framework to help us solve problems. This paper is divided into seven modules: the first module is introduction. We will give a basic introduction of the writing background, research methods and significance of this paper, and gives the logical framework and basic content. In the second module, it sorts out some special nouns from several aspects, including the definitions and explanations of GMP, big data, ERP, WMS and some other terms; the third module is about the analysis of the company’s external environment, including the analysis of macro environment and industrial economic environment. It also analyzes the industrial environment of Nanjing Zhengda Tianqing Pharmaceutical Co., Ltd. from the perspective of market competition through Michael Porter’s Five Forces Model. On the other hand, it also analyzes the competitors of Nanjing Zhengda Tianqing at the strategy group level; the fourth module is the analysis of internal resource capabilities and the expectations of stakeholders, focusing on the mining analysis of the availability, mobility and coordination of internal resources of Nanjing Zhengda Tianqing Pharmaceutical Co., Ltd. And through the value chain analysis, the basic activities and supporting services of pharmaceutical companies at the level of the company’s value chain are clarified; in the fifth module, the key part of this paper, the strengths and weaknesses of the company and the opportunities and threats it faces are identified through the SWOT analysis of Nanjing Zhengda Tianqing Pharmaceutical Co., Ltd. Through the analysis of the key factors of success, the company’s strategic positioning, strategic target system and specific strategy implementation plan are put forward; The sixth module is about the specific strategy implementation measures of Nanjing Zhengda Tianqing Pharmaceutical Co., Ltd, including the all-round measures in the aspects of research and development, sales, supply chain, product quality and others; in the seventh module, some open-ended directions are proposed for the studies on the future development of the company, and the conclusion is given for the research on the strategic development of Nanjing Zhengda Tianqing Pharmaceutical Co., Ltd. The contribution of this paper lies in four aspects: First, it elaborates the opportunities and challenges of the pharmaceutical industry in the domestic and foreign context; second, it conducts detailed analysis on the research and development, production, quality and sales and has clearly identified the company’s superior resources, core competitiveness and direction for improvement; third, it summarizes and analyzes the tangible resources and abilities, intangible resources and abilities properly using the VARIO analysis framework; fourth, it analyzes the choices of development strategies under the background of medical reform of reducing price and tightened policy constraints. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/20070 |
DOI: | 10.6342/NTU201801051 |
全文授權: | 未授權 |
顯示於系所單位: | 臺大-復旦EMBA境外專班 |
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ntu-107-1.pdf 目前未授權公開取用 | 1.23 MB | Adobe PDF |
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