I 摘要 市场中的企业想要让自己的产品在行业内与众不同，依靠自身特点取得胜利，赢 得高于其他竞争成员收益的竞争方式被称为差异化竞争战略。SDXH制药公司作为省 重点规模以上工业企业，对全省重点改革发展攻坚和全省医药行业的整体发展具有关 键性支撑作用，经过近30年的发展，公司由当最初国营小厂成长为年营业收入突破 56亿元，在全国重点制药行业拥有了一席之地的企业。近年来，公司原有依靠阿司 匹林、布洛芬等低成本主导产品受医药卫生体制改革、中美贸易摩擦带来的市场波动 性等国内外影响，面临越来越多的市场压力；采购成本上升，研发投入增加，人员工 资及工资性费用上涨，提升公司盈利水平的压力较大，公司面临着同许多制药企业一 样的控制生产成本、提髙利润率、优化人才结构、调整产品结构等一系列战略管理问 题。选取SDXH制药公司作为研究对象，针对公司如何借助现有原料药生产优势， 改变竞争战略来进一步提高竞争优势，通过产品结构升级，改变当前发展状况，成为 公司未来发展中亟待解决的问题。 依靠竞争战略理论，本文对SDXH制药公司所处的外部环境进行了PEST分析， 得出了，尽管公司面临各种外部竞争威胁，然而如果抓住有利的机会将会大大减少外 部环境中的危机，从而达到市场中的新突破；总体来看外部环境是好于内部的结论。 而后从内部运用AHP方法构建IFE矩阵看到公司面临着新产品研发没有达到预期效 果、债偿风险逐步上升等使公司处于竞争劣势问题，而之前公司实施的类似成本领先 战略并没有解决这些。公司正在寻找可以使业务重返增长动力的各种方法，在对同行 竞争对手的战略实施研判后，通过SWOT分析了公司的优劣势情况，得到以下结论： 公司需要建立健全药品的研制体系，通过提升研发水平促进资金投入；加强原料药品 的经营规模，提升产品市场知晓率，加大市场占有份额；将公司优势资源进行整合等 方面来促使公司获得更好的发展空间。随后探索了公司产品转型中的机会与挑战，并 在使用QSPM矩阵进行战略决策的基础上提出了基于差异化竞争战略来转变公司发 展的建议和看法。最终结合行业和公司实际，从调整研发内容方向、完善公司产业服 务、强化人才队伍质量、加强公司品牌建设四个方面制定战略实施对策与保障措施。 关键词：SDXH制药；竞争战略；差异化竞争 山东理工大学硕士学位论文 ABSTRACT II ABSTRACT Enterprises in the market want to make their products unique in the industry, rely on their own characteristics to win, and win more than other members of the competition is called differentiation competition strategy. As an industrial enterprise above the provincial key scale, SDXH pharmaceutical company plays a key supporting role in the key reform and development of the province and the overall development of the province's pharmaceutical industry. After nearly 30 years of development, the company has grown from a small state-owned factory to an enterprise with an annual operating revenue of more than 5.6 billion yuan and a place in the national key pharmaceutical industry. In recent years, the company's original low-cost leading products, such as aspirin and ibuprofen, have been affected by the market volatility brought about by the reform of the medical and health system and the trade friction between China and the United States, and are facing more and more market pressure. The pressure of increasing procurement costs, increasing R & D investment, rising personnel wages and wage costs, and increasing the company's profitability is greater. The company is facing the same problem Many pharmaceutical enterprises have the same series of strategic management problems, such as controlling production cost, increasing profit margin, optimizing talent structure and adjusting product structure. SDXH pharmaceutical company is selected as the research object, aiming at how to further improve the competitive advantage with the help of existing API production advantages and change the competitive strategy, and change the current development status through product structure upgrading, which becomes an urgent problem to be solved in the future development of the company. Relying on the theory of competitive strategy, this paper makes PEST analysis on the external environment of SDXH pharmaceutical company, and draws the conclusion that although the company is faced with various external competitive threats, if it seizes the favorable opportunities, it will greatly reduce the crisis in the external environment, so as to achieve a new breakthrough in the market; generally speaking, the external environment is better than the internal one. Then we use AHP method to build IFE matrix to see that the company is facing the problem of competitive disadvantage, such as the new product R & D fails to achieve the expected effect, the debt repayment risk increases gradually, and the similar cost leading strategy implemented by the company before did not solve these 山东理工大学硕士学位论文 ABSTRACT III problems. The company is looking for various methods that can make the business return to the growth momentum. After studying and judging the strategy of competitors in the same industry, the company analyzes the advantages and disadvantages of the company through SWOT, and draws the following conclusions: the company needs to establish and improve the drug development system, promote capital investment by improving the level of research and development; strengthen the scale of raw drug operation, improve the awareness rate of the product market, and Large market share, integration of the company's advantageous resources and other aspects to promote the company to obtain better development space. Then it explores the opportunities and challenges in the product transformation of the company, and on the basis of using QSPM matrix to make strategic decisions, it puts forward suggestions and views on how to transform the development of the company based on differentiated competitive strategy. Finally, according to the actual situation of the industry and the company, the strategy implementation countermeasures and guarantee measures are formulated from four aspects: adjusting the direction of R & D content, improving the company's industrial services, strengthening the quality of talent team, and strengthening the company's brand construction. Key words: SDXH pharmaceutical; Competitive strategy; Differentiated competition 山东理工大学硕士学位论文 目录 IV 目 录 摘要 ........................ I ABSTRACT.................. II 目 录 ..................... IV 第一章 绪 论 ....... 1 1.1研究背景和意义............................. 1 1.1.1研究背景.............................. 1 1.1.2研究意义.............................. 2 1.2 国内外研究现状............................ 2 1.2.1 国外研究现状 ..................... 2 1.2.2 国内研究现状 ..................... 3 1.3 研究的内容和方法 ........................ 4 1.3.1 研究内容............................. 4 1.3.2 研究方法............................. 5 1.3.3 技术路线............................. 5 第二章 竞争战略相关理论概述 ................. 7 2.1竞争战略简介.. 7 2.2竞争战略的类型............................. 8 2.2.1市场集中战略 ...................... 8 2.2.2成本领先战略 ...................... 9 2.2.3差异化竞争战略 .................. 9 第三章 SDXH 制药公司内外部环境分析 ........................... 12 3.1 SDXH 制药公司简介 .................. 12 3.2 SDXH 制药公司内部环境分析 .. 12 3.2.1内部优势分析 .................... 12 3.2.2内部劣势分析 .................... 15 3.2.3内部环境 IFE 评价 .......... 19 3.3 SDXH 制药公司外部环境分析 .. 20 3.3.1 外部机遇分析 ................... 20 3.3.2 外部威胁分析 ................... 22 3.3.3 外部环境 EFE 评价........ 24 第四章 SDXH 制药公司竞争战略选择 25 4.1 SDXH 制药公司SWOT 分析 ... 25 4.2 SDXH 制药公司竞争战略定量评价 ......................... 26 4.3 SDXH 制药公司竞争战略选择 .. 28 4.3.1 成本领先竞争战略分析 ... 28 4.3.2 差异化竞争战略分析 ....... 29 4.3.3 集中化竞争战略分析 ....... 30 4.4 差异化竞争战略确定 .................. 31 4.5 差异化竞争战略基本内容 .......... 31 山东理工大学硕士学位论文 目录 V 4.5.1 产品差异化 ....................... 31 4.5.2 形象差异化 ....................... 32 4.5.3 服务差异化 ....................... 32 4.5.4 营销差异化 ....................... 33 第五章 SDXH 制药公司差异化竞争战略实施策略 ............. 34 5.1狠抓科研工作模块 ....................... 34 5.2加强企业营销能力 ....................... 35 5.2.1