摘要
本文试对D医疗公司的后向一体化战略即新建药品经营公司使所用药品由向
外部经销商采购转变成由其新建的药品经营子公司内部供应进行研究,第1章绪
论对D医疗公司在发展中存在的问题、选题意义、研究方法、创新点进行了阐述,
第2章是后向一体化战略的理论综述,第3章对D医疗公司所面临的外部环境和
内部环境进行了分析,第4章是D医疗公司的远景、使命、战略目标的描述和D
医疗公司后向一体化战略的选择,第5章是D医疗公司实施后向一体化战略的具
体措施,第6章对进一步研究进行了展望。本文采用了文献研究方法,个案调查
研究方法,定性研究方法,并且运用了战略管理中的PEST模型、五种竞争力模型、
EFE模型、价值链模型、IFE模型、SPACE矩阵模型,结合所收集的相关信息进
行了研究,所得出的基本结论是:基于对D医疗公司外部环境的分析,认为该
公司对于外部影响因素反应较差,没有做出积极的、有效的反应,有必要对现行
战略进行调整;基于D医疗公司内部环境的分析,认为D医疗公司的内部条件综
合地位处于竞争优势。基于D医疗公司的SPACE战略矩阵可以认为该公司的战略
方向应是进取型,可使用的战略有市场开发、产品丌发、后向一体化、前向一
体化、横向一体化等;基于对D医疗公司进取型战略的可行性分析,认为该公司
实施后向-体化战略,新建药品经营公司具有可行性。D医疗公司实施后向一体化
战略总体上要经过子公司申请行业准入、子公司运营准备、子公司实际运营三个
阶段,子公司申请行业准入就是要获取《药品经营许可证》,子公司运营准备就
是要在文化理念设计、组织结构设计、制度设计、资源配置各方面做好充分的
准备,子公司实际运营就是进行药品采购活动、销售配送服务活动、质量控制
活动。本文创新点之一是为D医疗公司探索了一种新的医院药品采购模式,本文
创新点之二是探索了一种新的药品采购价格形成机制,本文创新点之三是探索了
一种新的对销售人员绩效评价机制。

关键词:D医疗公司;后向一体化战略;药品采购
ABSTRACT
This paper tries to study Backward integration strategy of D medical company,
that is the transformation from purchasing medicines from suppliers to internal
supply by establishing new Pharmaceutical operating company .Chapter one
introduction discusses D medical company's problems,significance of the topic,
studying method and innovative points; Chapter two is the Literature Survey of
backward integration strategy; Chapter three analyzes the external environment and
internal environment of D medical company; Chapter four discusses the mission,
vision,strategy objectives and the choice of backward integration of D medical
company ; Chapter five is the measures of applying backward integration of D medical
company; Chapter six prospects the future study .This paper uses the methods of
literature studying, case studying and Qualitative studying, and uses PEST model, five
competitive forces model, EFE Model,Value chain model and SPACE Matrix model
of strategy management. This paper also collects relative information for studying .The
conclusions of the paper are the followings, the company needs to adjust its strategy for
lack of positive and effective reaction to external environment based on analysis of
external environment of D company ; D company's internal conditions lie on
competitive advantages based on the internal conditions analysis of D company ; D
company's strategy should be aggressive and can use market development, product
development, backward integration strategy, forward integration strategy and horizontal
integration etc. D company should apply backward integration strategy by
establishing new Pharmaceutical operating company based on Feasibility study of these
aggressive strategies. D company should apply admittance into industries of subsidiary,
preparation of operations,and actual operations if it uses backward integration
strategy; The admittance is to get《Pharmaceutical Trade License》,The preparations
of operations is to prepare culture design,organization structure, system design, and
resources allocation .The actual operation is to purchase medicines, to sale and
distribute and to quality control,The innovative points of this paper are the
followings: finding a new purchasing model for D medical company; finding a new
medicine price formation mechanism for new medicine; finding a new performance
Appraisal method for salesman.
Key words: D medical company; backward integration strategy;
medicine purchase