摘要
中成药是我国具有特殊竞争优势的产业，中成药制造行业在激烈的国内外药
品竞争行业中具有十分重要的地位。经过中成药多年的深耕以及近些年中成药在
非典疫情和新冠疫情中的作用，使得中成药在国内外的知名度大大加深，中成药
的市场进一步扩大，这使得中成药行业的竞争加剧。目前，在中国人口老龄化、
人们注重养生保健和大健康产业发展迅速的条件下，以及国家诸多政策推动下，
拥有很好的发展前景。当前中成药行业竞争十分激烈，各企业都在尽其所能发挥
自身优势占有更多市场。
H中成药制药公司在采用差异化竞争战略后，近几年最直观的表现是营收增
长，但净利润却在减少。这使得公司高层对公司竞争战略的实施或者选择产生疑
虑，而解决这一问题的关键在于对H中成药制药公司的竞争战略实施结果进行战
略评价，进而找出原因。在对H中成药制药公司进行战略评价后，可以获得公司
竞争战略更换或纠正现有竞争战略实施偏差的切实依据，有针对性地进行更换战
略处理或纠正战略实施偏差，从而加大企业在中成药行业的竞争力的同时稳步扩
大市场份额。本文通过问卷设计、访谈提纲以及数据调查的方式获得H中成药制
药公司的财务数据、人力数据、研发数据、以及生产成本等需要的数据和资料。
对获得的数据运用价值链分析方法进行系统的分析，然后对公司目前采用的竞争
战略进行评价，得出战略评价的结果，分析影响结果的因素，针对因素提出建议，
以对H中成药制药公司竞争战略后续发展正轨。
评价结果表明，H中成药制药公司的差异化竞争战略对于目前的行业环境是
适宜的，收入在行业内占比在提高，但是净利润并不是大幅提高。公司的战略绩
效指标并未达标，销售部销售量绩效达标，但在提高结构品种销量标准上达标，
应收账款绩效偏低等，生产系统按质、按量、按结构、按时提供产品的绩效一般，
供应系统按质按量按时供应原辅材料绩效良好，研发部门研发绩效偏低。说明公
司的竞争战略实施过程中还存在诸多问题，针对问题提出相应的改进建议与举
措，以便企业有针对性对竞争战略存在的不足加以处理，以便达到更好的竞争战
略效果。
本文兼顾了竞争战略研究的相关理论，结合已有的企业竞争战略研究成果，
系统地分析了企业竞争战略实施过程中影响因素和评价方法，对企业竞争战略和
核心竞争力的理论和评价方法进行了探讨。本文从定量与定性的角度对中成药制
药企业的竞争战略选择提供些许理论基础和实操依据参考。
关键字：竞争战略；战略评价；中成药制药企业
I

Abstract
Chinese patent medicine is an industry with special competitive advantages in
China. Chinese patent medicine manufacturing industry plays a very important role in
the fierce domestic and foreign drug competition industry. After years of intensive
cultivation of Chinese patent medicine and the role of Chinese patent medicine in the
SARS epidemic and the novel coronavirus epidemic in recent years, the popularity of
Chinese patent medicine at home and abroad has been greatly deepened, and the
market of Chinese patent medicine has been further expanded, which has intensified
the competition of Chinese patent medicine industry. At present, in China's aging
population, people pay attention to health care and the rapid development of the
health industry, as well as many national policies to promote, has a good prospect for
development. The current Chinese patent medicine industry competition is very fierce,
all enterprises are doing their best to play their own advantages to occupy more
market.
H Chinese Patent medicine pharmaceutical company in recent years after the
adoption of differentiated competition strategy, the most intuitive performance is
revenue growth, but the net profit is decreasing. This makes the senior management of
the company have doubts about the implementation or choice of the company's
competitive strategy, and the key to solve this problem lies in the strategic evaluation
of the implementation results of the competitive strategy of H Chinese patent
medicine pharmaceutical company, and then find out the reasons. After the strategic
evaluation of H Proprietary Chinese medicine pharmaceutical company, a practical
basis can be obtained for the company to replace or correct the implementation
deviation of the existing competitive strategy, so as to deal with the replacement
strategy or correct the implementation deviation of the strategy in a targeted manner,
so as to increase the competitiveness of the company in the proprietary Chinese
medicine industry and steadily expand the market share. Through questionnaire
design, interview outline and data survey, this paper obtained the financial data,
human resources data, RESEARCH and development data, production cost and other
data and materials needed by H Proprietary Chinese medicine pharmaceutical
company. The value chain analysis method is used for systematic analysis of the
obtained data, and then the competitive strategy adopted by the company is evaluated,
the results of strategic evaluation are obtained, the factors affecting the results are
analyzed, and suggestions are put forward for the factors, so as to make the follow-up
II

development of the competitive strategy of H Chinese patent medicine company on
the right track.
The evaluation results show that the differentiated competition strategy of H
Chinese patent medicine pharmaceutical company is appropriate for the current
industry environment, and the proportion of revenue in the industry is increasing, but
the net profit is not significantly increased. The company's strategic performance
indicators is not standard, the sales department sales performance, but in boosting
sales structure variety standard, accounts receivable performance on the low side,
such as production system for the monitoring, volume, according to the structure and
performance of the product supplied on time, supply quantity and supply of raw
materials on time performance is good, the r&d department r&d performance is low.
It shows that there are still many problems in the implementation process of the
company's competitive strategy, and corresponding improvement suggestions and
measures are put forward to solve the problems, so that the company can deal with the
deficiencies of the competitive strategy in a targeted way, so as to achieve better
results of the competitive strategy.
This paper takes into account the relevant theories of competitive strategy
research, combines the existing research results of enterprise competitive strategy,
systematically analyzes the influencing factors and evaluation methods in the
implementation process of enterprise competitive strategy, and discusses the theory
and evaluation methods of enterprise competitive strategy and core competitiveness.
This paper provides some theoretical basis and practical reference for the competitive
strategy selection of Chinese patent medicine pharmaceutical enterprises from
quantitative and qualitative perspectives.
Key words: competitive strategy; core competitiveness; strategy evaluation;
Chinese patent medicine pharmaceutical enterprises
III
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