摘要
摘要
自2016年起，我国陆续从政策层面强调中医药产业的重要性，在新医改落
地、老龄化趋势加快和慢性病高发等多重背景下，鼓励医养结合、技术创新、
跨界融合，推动中医药相关产业链升级的目标越来越迫切。与此同时，我国经
济明确从高速增长阶段向高质量发展阶段转变，互联网、物联网、大数据及人
工智能等在医药领域的应用将从根本上改变传统线下诊疗模式，而疫情的影响
更是推动了该领域的快速发展。作为全球范围内拥有最大经济体量的新兴市场，
我国同时也是全球第二大的医药市场，随着国家政策的支持、中医药健康文化
的传播、居民康养意识的加强，中医药行业作为医药领域的重要分支，加上在
慢病管理方面的优势和在疫情期间的突出贡献等，可合理预测其在未来发展前
景向好、产业延伸广泛、具备无限潜力。
然而，在这般有利背景下，A药业有限公司作为云南一家拥有一百多年历史
的中华老字号、主体为中药连锁药店和中医诊疗机构的民营企业，在2016—2020
年间，销售收入逐年下滑，利润水平不容乐观——相较于医药零售行业近五年
来持续增长的上升趋势，该公司明显处于萎缩状态。
基于此，本文通过案例分析法、文献研究法和对比分析法，在当前及未来
中长期内的中医药高质量发展背景下，对 A公司所处的宏观环境、行业环境以
及自身企业情况进行研究。运用研究生期间学习的战略管理及相关知识，对上
述内容进行研究分析，得出A公司总体战略层面宜选择密集型与相关多元化组
合发展战略，竞争战略层面应采取差异化与集中化相结合战略，职能策略层面
则主要对营销管理、生产管理、人力资源管理等方面进行重点阐述，以求解决
老问题、适应新环境，立足传统优势，把握发展机遇。
关键词：高质量发展；中医药；中华老字号；连锁药店；战略管理
I
Abstract
Abstract
Since 2016, China has successively emphasized the importance of the traditional
Chinese medicine industry from the policy level, and under the multiple backgrounds
of the landing of new medical reform, the acceleration of aging trends and the high
incidence of chronic diseases, the goal of encouraging the combination of medical
and nursing care, technological innovation, cross-border integration, and promoting
the upgrading of traditional Chinese medicine-related industrial chains has become
more and more urgent. At the same time, China's economy has clearly changed from
a high-speed growth stage to a high-quality development stage, and the application of
theInternet, Internetof Things,bigdata andartificialintelligence inthe
pharmaceutical field will fundamentally change the traditional offline diagnosis and
treatment mode, and the impact of the epidemic has promoted the rapid development
of this field. As an emerging market with the largest economy in the world, China is
also the world's second largest pharmaceutical market, with the support of national
policies, the spread of traditional Chinese medicine health culture, the strengthening
of residents' awareness of health care, the traditional Chinese medicine industry as an
important branch of the pharmaceutical field, coupled with the advantages in chronic
disease management and outstanding contributions during the epidemic period, it can
be reasonably predicted that its future development prospects will be good, the
industry will extend widely, and it has unlimited potential.
However, in such a favorable context, A Pharmaceutical Co., Ltd., as a private
enterprise in Yunnan with a history of more than 100 years and the main body of
traditional Chinese medicine chain pharmacies and traditional Chinese medicine
diagnosis and treatment institutions, in 2016-2020, sales revenue declined year by
year, and the profit level was not optimistic - compared with the upward trend of
continuous growth in the pharmaceutical retail industry in the past five years, the
company is obviously in a state of contraction.
Based on this, this paper studies the macro environment, industry environment
II
Abstract
and its own business situation of Company A under the background of high-quality
development of traditional Chinese medicine in the current and future medium and
long term through case analysis, literature research and comparative analysis. . Using
the strategic management and related knowledge learned during the postgraduate
period to conduct research and analysis on the above content, it is concluded that the
overall strategic level of company A should choose intensive and related diversified
development strategies, and the competitive strategy level should adopt a strategy of
combining differentiation and concentration The functional strategy level mainly
focuses onmarketingmanagement, productionmanagement, humanresource
management, etc., in order to solve old problems, adapt to the new environment, base
on traditional advantages, and grasp development opportunities.
Key words： High-quality Development; Traditional Chinese Medicine;China
Time-honored Brand; Chain Pharmacy; Strategic Management
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