发展我国中小型制药企业地策略研究.pdf

发展我国中小型制药企业的策略研究 摘要 中国加入WTO 给中小型企业带来了机遇与挑战，近年来我国的中 小型制药企业在国家政策的扶持和自身努力下取得了前所未有的发 展，但同时也面对着世界知名药业和国内大型制药企业的强大竞争压 力。在前进的道路上暴露出诸多问题。 本文以阳光公司（新加坡中小型制药企业）为例，重点分析阳光 公司关键成功因素与经营策略，总结出“先进的生产技术和科学的管 理手段”是企业发展的制胜法宝。本文借鉴世界知名制药公司的成功 经验，从核心竞争力、关键成功因素、经营策略、市场销售渠道、新 产品的研发等方面总结出中小药业运用1、“小而专、小而精”策略； 2 、“钻空隙”策略；3、与众不同的经营策略；4 、联合竞争策略； 5、承包经营策略；6、仿创结合策略；7、借壳上市策略；8、积极跟 进策略等八条发展策略。运用价值链理论和SWOT 方法分析我国中小 制药企业面对的诸多实际问题：缺乏长远发展规划；忽略整体战略； 品种单一；资源优势差；忽视联合战略；资金严重不足；不注重人才 的培养等等。总结出：技术含量低、新药研究开发能力低、管理及经 济效益低，三低现象严重制约了中小型制药企业的发展。根据其存在 的问题与国家发展的政策环境，提出自己的看法和建议。认为中小制 药业应该立足长远，在以下几方面狠下功夫：1、加强内部基础管理， 2 、建立企业自身文化； 3 、提高企业核心竞争能力； 4 、注重顾客需 iii ANALYSIS OF SUCCESSFUL DEVELOPMENT STRATEGIES FOR SMALL- AND MEDIUM-SIZED PHARMACEUTICAL MANUFACTURERS ABSTRACT China’s recent entry into the World Trade Organization (WTO) has created for small- and medium-sized enterprises immense challenges as well as huge opportunities. Hence, small- and medium-sized pharmaceutical manufacturers have made unprecedented progress through their own efforts and the support of the economic policies. At the same time they also face keen competition from established large-scale international and domestic manufacturers and have a great of deal of problems to cope with. This study has as its major object the Sunward Ltd, a medium-sized Singapore-based pharmaceutical manufacturer. It identifies the key success factors and marketing strategies of the company. It has found that advanced technology in production and scientific management play key roles in the development of the company. In addition, through an analysis of the success stories of well-known pharmaceutical manufacturers, the paper proposes eight development strategies for small- and medium-sized manufacturers: (1) be small but specialized; (