作为国民经济与社会发展中具有战略性地位的中药产业，具有广阔的市场前景和 独特的优势。为了让中药产业中各项事务能够有法可依，2017年颁布实施了《中医药 法》，使得中医药事业的重要地位，以法律的形式正式明确。同时，伴随着不断提高 的国民收入水平，中医药的市场需求持续增长，消费者对于中药疗效和保健功能的认 可度也得到不断提升。政策和市场双重利好，使得我国的中医药行业发展势头强劲， 新兴中医药企业大量涌现。与此同时，必须要提高中药企业的竞争力，才能让企业在 激烈的市场竞争中生存、成长、发展。 本文主要研究了中新药业的竞争力状况并提出了提升竞争力策略。论文由六个部 分组成：第一部分是绪论，主要阐述研究背景、意义及方法，以及整篇论文的研究思 路等。第二部分主要介绍了基本方法即PEST分析法、层次分析法以及国内外中药企 业竞争力理论及应用的研究现状。第三部分介绍了中药行业的发展现状以及中新药业 的基本情况和外部竞争环境分析。第四部分以2012-2018年期间的年度报告面板数据 为依据，研究中新药业的竞争力。同时，与同为上市公司的行业标杆“北京同仁堂” 和同地区的大型中药企业“天士力”作数据对比。结合中药行业的特点及发展现状， 从公司规模、经营管理、技术创新、持续发展等五个影响因素对中新药业的企业竞争 力进行实证研究。运用层次分析法构建竞争力评价指标体系，从5个维度24个二级 指标对三家企业进行综合评分，得出三家企业各个年度的竞争力得分情况。第五部分 在第四章的基础上对三家企业的24个指标分别进行全面剖析；第六部分是提升中新 药业竞争力的策略。 研究结果表明，中新药业想要提升企业竞争力就要提高科技创新能力，重视核心 技术的开发、掌握和升级；提高企业的经营效率和资本运用能力，增强资产盈利能力， 使资源得到优化配置；树立品牌意识、加强知识产权保护；加大企业文化建设力度， 同时用中医药过硬的技术和独特的疗效去影响每一位消费者。 关键词：中新药业；企业竞争力；评价体系与建议；层次分析法 III ABSTRACT AsastrategicChinesemedicineindustryinthedevelopmentofnationaleconomyand society,ithasbroadmarketprospectsanduniqueadvantages.Inordertomakeallmatters inthetraditionalChinesemedicineindustryhavelawstofollow,theChineseMedicineLaw waspromulgatedandimplementedin2017,makingtheimportantpositionoftheChinese medicineindustryofficiallyclearintheformoflaws.Atthesametime,withthecontinuous improvementofthenationalincomelevel,themarketdemandoftraditionalChinese medicinecontinuestogrow,andconsumers'recognitionofthecurativeeffectandhealth carefunctionoftraditionalChinesemedicinehasbeenconstantlyimproved.Thedouble advantagesofpolicyandmarketmakethedevelopmentmomentumofChinesemedicine industrystrong,andalargenumberofnewChinesemedicineenterprisesemerge.Atthe sametime,wemustimprovethecompetitivenessoftraditionalChinesemedicine enterprises,sothatenterprisescansurvive,growanddevelopinthefiercemarket competition. ThispapermainlystudiesthecompetitivenessofZhongxinPharmaceuticalsandputs forwardthestrategiestoenhancethecompetitiveness.Thepaperconsistsofsixparts:the firstpartistheintroduction,whichmainlydescribestheresearchbackground,significance andmethods,aswellastheresearchideasofthewholepaper.Thesecondpartmainly introducesthebasicmethods,suchasPESTanalysis,AHP,andtheresearchstatusof competitivenesstheoryandapplicationofChinesemedicineenterprisesathomeandabroad. ThethirdpartintroducesthecurrentsituationofthedevelopmentoftraditionalChinese medicineindustry,thebasicsituationofZhongxinPharmaceuticalsandtheanalysisof externalcompetitionenvironment.ThefourthpartstudiesthecompetitivenessofZhongxin Pharmaceuticalsbasedontheannualreportpaneldataduring2012-2018.Atthesametime, thedataarecomparedwiththeindustrybenchmark"BeijingTongrentang"ofthesame listedcompanyandthelarge-scaletraditionalChinesemedicineenterprise"Tasly"ofthe sameregionbinedwiththecharacteristicsanddevelopmentstatusofthetraditional Chinesemedicineindustry,thispapermakesanempiricalstudyonthecompetitivenessof thenewChinesemedicineindustryfromfivefactors,suchascompanyscale,management, technologicalinnovationandsustainabledevelopment.Usingtheanalytichierarchyprocess toconstructthecompetitivenessevaluationindexsystem,fromfivedimensionsand24 secondaryindexes,thecomprehensivescoresofthreeenterprisesareobtained,andthe IV competitivenessscoresofthreeenterprisesineachyearareobtained.Inthefifthpart,based onthefourthchapter,theauthoranalyzesthe24indicatorsofthethreeenterprises,andthe sixthpartisthestrategytoenhancethecompetitivenessofZhongxinPharmaceuticals. Theresearchresultsshowthattoenhancethecompetitivenessofenterprises, ZhongxinPharmaceuticalsshouldimprovetheabilityofscientificandtechnological innovation,payattentiontothedevelopment,masteryandupgradingofcoretechnologies; improvetheoperatingefficiencyandcapitalutilizationabilityofenterprises,enhancethe profitabilityofassets,andoptimizetheallocationofresources;establishbrandawareness, strengthentheprotectionofintellectualpropertyrights;strengthentheconstructionof enterpriseculture,andusetraditionalChinesemedicineatthesametime.Excellent technologyanduniqueefficacytoaffecteveryconsumer. KEYWORDS:ZhongxinPharmaceuticalsEnterpriseCompetitivenessEvaluation systemandrecommendationsAnalyticHierarchyProcess V 目录 摘要-----------------------------------------------------------------------------------------------------I ABSTRACT---------------------------------------------------------------------------------------------III 目录----------------------------------------------------------------------------------------------------V 第一章绪论--------------------------------------------------------------------------------------------1 1.1研究背景--------------------------------------------------------------------------------------1 1.2研究意义--------------------------------------------------------------------------------------2 1.2.1理论意义------------------------------------------------------------------------------2 1.2.1.1拓展竞争力评价研究在中药企业的应用------------------------------2 1.2.1.2为分析中药企业竞争力提供新视角------------------------------------2 1.2.2现实意义------------------------------------------------------------------------------3 1.2.2.1为中新药业战略发展提供借鉴------------------------------------------3 1.2.2.2可作为中药企业综合评价的有效参考---------------------------------3 1.3研究问题--------------------------------------------------------------------------------------3 1.3.1宏观层面分析中新药业面临的市场环境---------------------------------------3 1.3.2微观层面研究中新药业企业竞争力水平---------------------------------------4 1.4研究方法--------------------------------------------------------------------------------------4 1.5研究内容--------------------------------------------------------------------------------------4 1.6研究创新与不足-----------------------------------------------------------------------------6 1.6.1本文创新之处------------------------------------------------------------------------6 1.6.2本文不足之处------------------------------------------------------------------------6 第二章基本方法与文献综述----------------------------------------------------------------------7 2.1基本方法--------------------------------------------------------------------------------------7 2.1.1PEST分析法--------------------------------------------------------------------------7 2.1.2层次分析法---------------------------------------------------------------------------7 2.2文献综述--------------------------------------------------------------------------------------8 2.2.1国外研究现状------------------------------------------------------------------------8 2.2.2国内研究现状------------------------------------------------------------------------9 2.2.2.1企业竞争力-------------------------------------------------------------------9 2.2.2.2医药企业竞争力评价方法理论研究-----------------------------------10 2.2.2.3中药企业竞争力评价方法应用研究-----------------------------------10 2.3文献述评-------------------------------------------------------------------------------------11 VI 第三章中药行业现状与中新药业竞争环境分析---------------------------------------------13 3.1中药行业发展现状-------------------------------------------------------------------------13 3.1.1中药行业发展阶段与现状------------------------