医药产业是关系到国计民生的基础性、战略性产业，具有良好的发展前景。目前 我国医药行业迅速发展，尤其是改革开放以来，中国经济迅速发展，医药行业一直处 于持续、稳定、快速的发展阶段，保持着较高速率的增长，为我国社会主义的经济建 设做出突出贡献。特别是随着京津冀协同发展、北京携手张家口举办冬奥会、“一带 一路”、健康中国等国家战略的深入实施，河北省医药发展的机遇前所未有，作用空 间无限，前景十分广阔。 在国家利好政策的推动下，ST医药公司作为河北省一家综合性医药企业，面临 着前所未有的发展机遇，同样，公司也面临研发水平不高、创新不足、国际环境竞争 激烈的问题。随着公司的不断发展，如何在竞争激烈的市场中持续保持竞争优势，如 何根据企业自身的优势不断壮大企业发展，如何不断的提高企业利润均摆在企业面 前。因此，ST医药公司发展战略研究将对公司的日后发展具有重要意义。 本论文对ST医药公司进行了发展战略研究，运用PEST分析模型、波特五力分 析模型等工具分析了ST医药公司所处的宏观环境和行业现状；在此基础上详细分析 了ST医药公司内部组织结构、生产研发情况、人力资源情况、品牌质量情况、财务 状况、销售状况等；运用SWOT分析法，明确了公司自身的优势与劣势，面临的机遇 与挑战，研究制定出ST医药公司在未来一段时间内的发展战略：国际化战略、创新 战略、品牌战略、差异化战略；最后根据ST医药公司的现有资源及未来发展研究提 出战略的实施与保障措施。 关键词：发展战略；医药行业；PEST分析模型；波特五力模型；SWOT分析 II Abstract Pharmaceuticals industry which is related to national economy and the people's livelihood is fundamental, strategical and has good prospects for development. Currently, especially since reform and open to the outside world, domestic pharmaceuticals industry has developed continually, steadily and rapidly. It has made an outstanding contribution to socialist economy. Furthermore, it is unprecedented and infinite functional in pharmaceuticals industry of Hebei province with the cooperative development of Beijing-Tianjin-Hebei, the Winter Olympics Hosting by Beijing and Zhangjiakou, the Belt and Road Initiative, and the In-depth strategy for the implementation of healthy China. With the promotion of the good policy in our country, ST pharmaceuticals company, as a comprehensive pharmaceuticals enterprise in Hebei, has been faced with unprecedented development opportunities, problems of low level research, innovation deficiency and intense competition in the international environment. There are some issues for the ST pharmaceuticals company, such as ways of maintaining competitive edge in competitive market, building a stronger enterprise with its own advantages and boosting margins continuously. As a result, it is important for ST pharmaceuticals company to pay attention to development strategy research. This paper is about development strategy research of ST pharmaceuticals company. It analyzes the macro environment and present situation of ST pharmaceuticals company by PEST analysis model and Michael Porter's Five Forces Model. Based on that, institutional framework, production and research, human resources, brand quality, financial standing and sale status are analyzed by SWOT analysis. Meanwhile, it also defines advantages and disadvantages, points out opportunities and challenges, and draws up a plan about development research in future, such as internationalization strategy，innovation strategy， brand strategy and differentiation strategy. Above all, implementation of strategy and safeguards are proposed with available resources and future development research. Key words:development strategy; pharmaceuticals industry; PEST analysis model; Michael Porter's Five Forces Model; SWOT analysis III 目 录 第一章 绪论....................................................................................................................- 1 - 1.1 研究背景...................................................................................................................- 1 - 1.2 研究目的和意义.......................................................................................................- 2 - 1.3 研究方法...................................................................................................................- 2 - 1.4 研究内容和技术路线...............................................................................................- 2 - 1.4.1 研究内容........................................................................................................- 2 - 1.4.2 技术路线........................................................................................................- 3 - 第二章 战略管理理论及相关文献综述........................................................................- 4 - 2.1 战略管理文献综述...................................................................................................- 4 - 2.1.1 国外战略管理文献综述................................................................................- 4 - 2.1.2 国内战略管理文献综述................................................................................- 5 - 2.2 企业战略管理过程...................................................................................................- 5 - 2.3 战略管理分析方法...................................................................................................- 6 - 2.4 国内外医药企业战略文献综述...............................................................................- 7 - 2.4.1 国外医药企业战略文献综述........................................................................- 7 - 2.4.2 国内医药企业战略文献综述........................................................................- 8 - 第三章 ST医药公司外部环境分析............................................................................- 10 - 3.1 宏观环境分析.........................................................................................................- 10 - 3.1.1 政治环境......................................................................................................- 10 - 3.1.2 经济环境......................................................................................................- 11 - 3.1.3 社会环境......................................................................................................- 14 - 3.1.4 技术环境......................................................................................................- 15 - 3.2 行业环境分析.........................................................................................................- 16 - 3.2.1 潜在进入者..................................................................................................- 16 - 3.2.2 替代品威胁..................................................................................................- 17 - 3.2.3 买方议价能力..............................................................................................- 17 - 3.2.4 卖方议价能力..............................................................................................- 18 - 3.2.5 现存竞争者之间的竞争..............................................................................- 18 - IV 第四章 ST医药公司内部环境分析............................................................................- 20 - 4.1 企业基本情况.........................................................................................................- 20 - 4.2 组织结构.................................................................................................................- 20 - 4.3 生产研发情况.........................................................................................................- 22 - 4.3.1 生产情况......................................................................................................- 22 - 4.3.2 研发创新情况..............................................................................................- 23 - 4.4 人力资源情况.........................................................................................................- 24 - 4.4.1 人员年龄结构..............................................................................................- 24 - 4.4.2 员工选拔体系............................................................