摘要
随着经济社会的不断发展，人们的收入水平不断提高，更加关注自身的健康，
医疗支出也有所增多，为制药行业的发展带来了机遇。同时，各项政策的出台，
制药行业面临着资源整合、结构调整的风险；而产品同质化、创新不足，困扰着
制药企业的成长。在这样机遇与挑战相并存的环境下，企业要获得发展，就需要
制定相适应的发展战略。
本文以 KH制药厂为研究对象，利用 PEST、五力模型对制药行业所处的宏
观环境和竞争环境进行分析，通过 EFE矩阵，对外部环境进行综合评价。其次，
从财务水平、管理能力、销售能力、生产能力等方面对 KH制药厂内部资源和能
力进行了梳理，通过 IFE矩阵，对内部环境进行综合评价。再次，运用 SWOT
分析法对 KH制药厂目前发展中的机会、威胁、优势和劣势进行总体的研判和分
析，结合 QSPM矩阵，提出 KH制药厂纵向一体化的发展战略建议。最后，为
KH制药厂配套相应的战略实施和保障措施。
本文是对 KH制药厂进行全方位的分析，并提出战略建议，希望有助于推动
KH制药厂转型升级和实现目标，也为同类型制药企业的发展提供参考。
关键词：KH制药厂、环境分析、发展战略
I

Abstract
With the continuous development of economy and society, people's income level
continues to improve and pay more attention to their own health,Medical expenditure
has also increased, which has brought opportunities for the development of the
pharmaceutical industry. At the same time, with the introduction of various policies,
the pharmaceutical industry is facing the risks of resource integration and structural
adjustment; The lack of product homogenization and innovation puzzles the growth of
pharmaceutical enterprises. In such an environment where opportunities and
challenges coexist, enterprises need to formulate appropriate development strategies
in order to achieve development.
Base on KH pharmaceutical factory as the research object, this paper uses pest
and five forces model to analyze the macro environment and competitive environment
of the pharmaceutical industry, and comprehensively evaluates the external
environment through EFE matrix. Secondly, it combs the internal resources and
capabilities of KH pharmaceutical factory from the aspects of financial level,
management ability, sales ability and production capacity, and comprehensively
evaluates the internal environment through IFE matrix. Thirdly, the SWOT analysis
method is used to study and analyze the opportunities, threats, advantages and
disadvantages in the current development of KH pharmaceutical factory. Combined
with the QSPM matrix, the development strategy suggestions of vertical integration of
KH pharmaceutical factory are put forward. Finally, corresponding strategic
implementation and safeguard measures are provided for KH pharmaceutical factory.
In this paper,makes a comprehensive analysis of KH pharmaceutical factory and
puts forward strategic suggestions, hoping to help promote the transformation and
upgrading of KH pharmaceutical factory and achieve its goals, and also provide
reference for the development of similar pharmaceutical enterprises.
Keywords: KH pharmaceutical factory,Environmental analysis,
Development strategy
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目录
第一章绪论.........................................................1
1.1选题的背景及意义.............................................1
1.1.1选题背景................................................1
1.1.2选题意义................................................1
1.2文献综述....................................................2
1.2.1国外研究综述............................................2
1.2.2国内研究综述............................................3
1.3研究内容与思路..............................................5
1.3.1研究内容................................................6
1.3.2研究思路................................................6
1.4创新之处....................................................7
第二章概念界定和理论基础...........................................8
2.1战略管理概念................................................8
2.2发展战略概念................................................8
2.3相关理论基础................................................8
2.3.1扩张战略理论............................................8
2.3.2维持战略理论............................................9
2.3.3收缩战略理论...........................................10
2.3.4混合战略理论...........................................10
2.4战略分析工具...............................................10
2.4.1宏观环境分析（PEST）...................................11
2.4.2波特五力模型...........................................11
2.4.3内外因素评价矩阵.......................................13
2.4.4SWOT分析...............................................13
2.4.5定量战略计划矩阵.......................................14
2.5本章小结...................................................14
第三章KH制药厂战略环境分析........................................15
3.1KH制药厂概况...............................................15
3.2KH制药厂宏观环境分析.......................................16
3.2.1政治环境...............................................16
3.2.2经济环境...............................................18
3.2.3社会环境...............................................19
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