A 生物制药公司是一家致力于基因工程制药的高新技术企业，公司始建于
1996 年，发展至今，一直坚持“行正、术奇、勤奋、关爱”的企业理念，经过
多年的发展，目前已经在重组人生长激素领域取得了卓越的成绩，占据较大的
市场份额。但是随着经济全球化进程的加快，科技的不断进步，生物制药行业
的不断发展，包括基因工程制药在内的生物制药行业竞争不断加剧，越来越多
的企业看到行业可观的发展前景，开始进入这一领域。A 公司若想在如此激烈的
市场竞争中稳定市场地位，获得持续发展，就必须制定切实可行的市场竞争战
略。
本文首先从宏观环境和行业环境的角度对 A 公司所处的外部环境进行了分
析，具体包括国内经济发展状况，相关政策法规，生物制药行业发展状况等，
包含了政治、经济、社会、技术等方面，运用波特五力分析模型，对 A 公司目
前的竞争状况进行分析。然后将外部因素分为机会和威胁两类，并运用企业外
部因素评价矩阵（EFE），从整体上对外部环境进行分析，得出外部环境对 A 公
司的发展比较有利的观点。
然后，从企业资源和企业能力两个方面对 A 公司的内部环境进行了分析，
其中企业资源包括实物资源、财务资源、组织资源和人力资源，企业能力包括
生产能力、学习能力、技术研发能力和市场营销能力，通过这些分析，对 A 公
司的内部环境进行了全面的了解和掌握，进而总结归纳出内部优势和劣势，运II
用内部因素评价（IFE）矩阵对这些因素进行整合，分析，最终得出内部环境对
A 公司发展有利的观点。
基于对 A 公司内外部环境的充分了解和分析，借助 SWOT 分析矩阵，考虑
到公司的战略目标，并结合三种基本竞争战略的特点及适用条件，确定了 A 公
司采取的差异化竞争战略，并给出从产品、品牌、市场营销和人力资源四个方
面具体实施差异化战略，最后提出优化企业组织结构、加强企业文化建设和信
息化建设，进而保障差异化战略的实施。A 公司差异化竞争战略的提出，具有很
强的实用性和针对性，对于其实现企业目标，获得更好的发展起到了很大的推
动作用，同时对于其他同类企业的生产运营也具有较强的实际指导和借鉴意义。
关键词：
生物制药，差异化，竞争战略
III
Abstract
The Research on Competitive Strategy of a Biopharmaceutical
Company
Bio-pharmaceutical industry is most promising high-tech industry in the 21st
century, it is recognized as a sunrise and international industries, and also an
industrial cluster relying on multi-disciplinary fields as well as advanced technology
and tools to develop. It is related to national health, social stability and economic
development. With the development of Chinese economy, people's living standards
have been greatly improved and the demand for health is also growing, this create a
great opportunity for bio-pharmaceutical industry.
A Bio-pharmaceutical company is a high-tech pharmaceutical company
specializing in genetic engineering pharmaceutical. From 1996 to now, the company
has always insisted on the enterprise idea of well-behaved, unique technology,
hard-working and caring, and has made remarkable achievements in the field of
recombinant human growth hormone. But with the speeding up of economic
globalization, continually advancement of technology and the development of
bio-pharmaceutical industry, the competition is more and more competitive. More and
more companies have been seen the considerable development prospects of
bio-pharmaceutical industry and begin to enter this area. If A company wants to
Consolidate the market position and obtain constant development in such fierce
market competition, it must formulate feasible market competition strategy.
Firstly, this article analyze the external environment from the perspective of
macro environment and industry environment, including domestic economic
development, the relevant policies and regulations, bio-pharmaceutical industryIV
development status and so on. Then analyze A company's current competitive
situation by using Michael Porter's Five Forces Model. Then divide the external
factors into two types of opportunities and threats, and using external factor
evaluation matrix(EFE) to analyze the external environment, finally concluded the
point that external environment is conducive to the development of A company.
Then, analyze the internal environment from the perspective of enterprise
resources and enterprise capabilities. The enterprise resources include physical
resources, financial resources, organization resources and human resources. The
enterprise capabilities are consisting of production capacity, learning ability, R & D
capabilities and marketing capabilities. Through these analysis, we understand and
grasp the external and internal environment of A company, and then summarize the
internal strengths and weaknesses, and using internal factor evaluation matrix(IFE) to
analyze and conclude the internal environment, finally concluded the point that
internal environment is conducive to the development of A company.
Based on a thorough analysis and understanding of the internal and external
environment, using SWOT matrix analysis, and considering the strategy goals, we
determine to adopted the differentiation competitive strategy. The strategy of
differentiation is carried out from the product, brand, marketing and human resources.
Finally put forward the proposal which is optimize the organizational structure,
strengthen corporate culture and information technology to guarantee the
implementation of the strategy of differentiation. The proposal is practical and
targeted for A company’s further development, and also has strong practical guidance
and reference significance for the similar enterprise's production and operation.
Keywords:
Bio-pharmaceutical, differentiation Strategy, Competition Strategy
==>>