随着国家对生物医药项目的投入加大，资金、人才、技术等都在向生物板块转移，给予
生物试剂创业者巨大的创业空间。生物试剂行业真正迎来了发展的好时机。
VE 公司是一家致力于生命科学研究的高新技术企业，秉承“诚信、挚爱、专注、创
新”的精神，立志成为国内第一，争做国际有影响力的中国生物技术公司。经过多年的
发展，公司已拥有数百种自主研发的产品，其中有 9 项核酸提取产品获得一类医疗器械
注册证。在从常规生物试剂到体外诊断试剂转型过程中，取得的成绩斐然。随着市场需
求的扩大，国内外进入该行业的公司逐渐增多，技术日趋成熟，竞争日益激烈。竞争必
然伴随着淘汰，VE 公司要想在瞬息万变的市场中屹立不倒，必须适时调整战略，凭借自
身优势，应对外部风险。
根据竞争战略相关理论，本文首先通过波特五力模型和生物试剂行业环境分析及主
要竞争对手分析来总结企业的外部环境，并运用外部因素评价矩阵对其评价，确定 VE
公司能够适应外部环境，具有发展的潜力；其次通过自有资源、能力与核心竞争力的分
析来探究企业的内部状况，并运用内部因素评价矩阵对其评价，确定 VE 公司在处理内
部状况、利用内部资源方面具有较好优势；基于对 VE 公司内外部环境的综合分析，借
助 SWOT 分析矩阵，并根据 VE 公司的战略目标，探索适合 VE 公司发展的竞争战略，通
过比较分析，最终确定差异化竞争战略，这为提升 VE 公司的整体实力提供有力的理论
支持。本文从产品、营销、服务、人力资源四个方面的差异化诠释 VE 公司的差异化战
略的实施内容，细化 VE 公司的战略行为。通过对 VE 公司内外环境的剖析，竞争战略的
选择和实施，只有实现内部资源整合，一方面扩展现有业务，另一方面加强对诊断试剂
的研发、生产与销售，积极寻求双方联盟或多方合作，才能使 VE 公司尽快摆脱困境，
步入快速发展的轨道，提升品牌影响力。这对其他同类生物公司也有一定的实际指导和
借鉴意义。
关键词：生物产业 生物试剂 竞争战略 差异化战略IV
Abstract
The 21st century is the era of biological industry, at present bio-industry has become the
focus of competition between countries, to solve our country facing the population, health,
food, energy, environment main problems is of great strategic significance. And in the
biological industry chain of biological reagent industry is the fastest growing areas, the
reagent industry leading the development of biological industry. With the increase in
investment in bio-medical projects, funds, personnel, technology and so on are transferred to
the biological plate, to give biological reagent entrepreneurs tremendous entrepreneurial
space. Biological reagent industry has truly ushered in the development of a good time.
VE company is dedicated to the life science research and high-tech enterprises, adhering
to the honesty, devotion, dedication, innovation the spirit, determined to become the first,
becoming for international influential biotechnology company of China. After years of
development, the company has hundreds of independent research and development of
products, including nine nucleic acid extract products to obtain a class of medical device
registration certificate. In the conventional biological reagent to the IVD Reagents in the
transformation process, obtained brilliant achievements. With the expansion of the market
demand, the company gradually increased domestic and foreign companies, technology is
becoming increasingly mature, increasingly fierce competition. The competition will
inevitably be accompanied by elimination, VE companies want to survive in the rapidly
changing market, must adjust strategy, with its own advantages, to respond to external risks.
According to the theory of competition strategy, firstly, through the analysis of Potter's
five forces model and biological reagents industry analysis of the environment and the main
competitors to summarize the external environment of the enterprise, and the use of external
factor evaluation matrix of the evaluation, determine the VE company to adapt to the external
environment, has the potential of development; followed by analysis of their own resources,
ability and core competence to explore the enterprise's internal conditions, and using internal
factors evaluation matrix of the evaluation, we determine that VE has a good advantage in
dealing with the internal situation, use of internal resources; comprehensive analysis of the
internal and external environment of VE based on SWOT, by means of matrix analysis, and
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