本文首先运用 PEST 方法分析了哈药集团制药总厂所面临的国内政策、
经济、社会和技术环境，指出新的国内环境，需要低能耗、环保型、产品技
术含量高的药品生产企业。随后，论文分析了当前国际和国内行业竞争环境，
指出欧洲出台的新版 GMP 标准，使原有单纯依靠降低价格、降低利润的市
场竞争方式已经不合适当前的出口市场，其中国内行业竞争环境的分析重点
选择了华药、石药、鲁药和广药与哈药集团制药总厂进行比较分析，指出哈
药集团制药总厂在国内同行业的劣势与优势。论文对哈药集团制药总厂内部
的人力资源、生产研发、经营和营销情况的进行深入剖析，并结合以上内外
部环境的分析，运用 SWOT 方法客观地指出了哈药集团制药总厂的挑战和机
遇，劣势与优势。基于此，本文明确了哈药集团制药总厂的发展战略是以市
场为导向的优势品种生产，增加产品的科技含量并以仿制药为契机做好制剂
的生产，由原有的销售型营销模式转向服务型的营销模式，建立一支科技生
产人才队伍，同时，以共赢为前提加强与竞争企业的协作，避免不必要的竞
争，使哈药集团制药总厂由制药大厂转向制药强厂。最后，论文提出保障战
略实施的措施。
关键词：哈药集团制药总厂；环境分析；SWOT 分析；发展战略哈尔滨工业大学工商管理硕士学位论文
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Abstract
General Pharmaceutical Factory is facing some problems, high pollution,
high energy consumption, low profit margins and low technical content. They are
the shackles restricting the development of enterprises. In this case, the
formulation development strategy effectively is more important for Harbin
Pharmaceutical Group Co. LTD. General Pharmaceutical Factory. Industrial
Transformation and Upgrading Plan(2011-2015) and Pharmaceutical Industry in
the Twelfth Five Year Plan(2011-2015) request pharmaceutical enterprises on the
transformation of the mode of development, upgrade of industrial struc ture. And
Europe puts very strict GMP standards, international import market admittance
threshold is getting higher and higher. In the worldwide, the clinical use of
antibiotics is very cautious. Antibiotic chemical raw material medicine of our
country exports and the growth rate of sales volume are decline. But, in recent
years, raw material medicine enterprises are developing greatly in India. There is
an overtaking impetus on the production and exports against Chinese
pharmaceutical raw material enterprises. When the raw material drug sales are
downturn, the main rivals concentrate on each ascendant product. So there is
little negative influence on each production and sales. Since a motley crowd
small enterprises are optimistic about the raw materials market, some products
homogenization problem is serious. In order to grab the market, they rush to cut
price. As a result, the price is declining while the raw material and labor cost is
rising. Although Harbin Pharmaceutical Group Co. LTD. General Pharmaceut ical
Factory is in the leading position on the production, sales, market share of
penicillin and the salt products, the bad fruit of low content of science and
technology, products with low added value and low gross profit come out in 2012
and 2013. Harbin Pharmaceutical Group Co. LTD. General Pharmaceutical
Factory had deficit at the first time in 2012, and it is worse in the first half year
of 2013. For raw material medicine enterprises belong to high energy
consumption, high pollution industries, Harbin Pharmaceutical Group Co. LTD.
General Pharmaceutical Factory of investment in environmental protection is
more and more, no matter by the state environmental protection requirements or
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