摘要
I
摘要
自中国加入 WTO 以来，医药产业实现高速发展，伴随着我国医疗卫生体制改革
的深入，医药市场环境变得更加复杂，竞争格局的变化以及医药企业自身存在的不足，
对公司未来的发展带来了巨大挑战。制药公司如何面对当前的竞争环境，进一步提高
竞争优势，成为未来发展中急需解决的问题

本文在对当前竞争战略理论分析的基础上，运用 IFE 模型分别对 SDQD 制药公
司的内部优势和劣势、外部机会和威胁进行评价；在对公司内外部环境分析的基础上，
得到公司当前的市场竞争现状和行业地位。SDQD 制药公司竞争中存在的问题在于战
略定位不明确，组织结构不利于竞争战略发展，企业文化不合理以及营销策略不佳；
针对 SDQD 制药公司目前竞争中存在的问题，分析三种竞争战略的适用条件，最终
确定差异化的竞争战略，然后从产品、品牌形象和营销进行差异化设计；最后制定
SDQD 制药公司差异化竞争战略实施的保障性措施，包括差异化的组织结构、人力资
源管理、绩效考核制度和企业文化，确保公司差异化竞争战略有效实施

本文通过对 SDQD 制药公司竞争战略调查分析，结合公司的实际情况进行差异
化竞争战略设计和实施，确保公司的内部环境、外部环境和企业目标三者的有效统一

这对公司竞争战略的实施，在经济激烈的市场环境下建立竞争优势具有实际意义。本
文差异化竞争战略制定的不足之处在于缺少对战略实施效果的全方位评估，以及对战
略实施的风险预测和风险预防措施等。因此，后期需要对 SDQD 制药公司差异化竞
争战略实施进行跟踪评估，确保 SDQD 制药公司差异化竞争战略有效实施

关键词: 竞争战略；IFE 评价；差异化竞争；SDQD 制药山东理工大学硕士学位论文 ABSTRACT
II
ABSTRACT
Since China joined to the WTO, the pharmaceutical industry achieved rapid
development, with the further reform of China&39;s medical and health system, pharmaceutical
companies are facing a complex and volatile external environment. While the competition
pattern of the industry Changes as well as the enterprise own insufficiency, causes the
enterprise the development to face the stern challenge. Pharmaceutical companies should
be how to carry out strategic positioning, to take what kind of competitive strategy, to
further expand the pharmaceutical market at a faster pace, improve market share, the
company is currently facing an important issue.
In this paper, based on the in-depth study of the current competitive strategy theory,
we use IFE model to evaluate the internal strengths and weaknesses, external opportunities
and threats of SDQD pharmaceutical companies; On the basis of the company&39;s internal
and external environment analysis, company&39;s current competition environment status and
position in the industry, the problems existing SDQD pharmaceutical companies
competing in strategic positioning is not clear, organization structure is not conducive to
the development of competition strategy, unreasonable corporate culture and marketing
strategy slightly poor. Aiming at the problems existing in the competition of SDQD
pharmaceutical company, the application conditions of the three competitive strategies are
analyzed, finally the differentiation strategy is determined, and then the difference of
product, brand image and marketing is analyzed; Finally work SDQD pharmaceutical
company differentiation competitive strategy for the implementation of security measures,
organization structure, human resource management and performance appraisal system&39;s
optimization and the building of enterprise culture, to ensure the effective implementation
of differential competitive strategy of company.
In this paper, through the investigation and analysis of the competitive strategy of
SDQD pharmaceutical company, combining with the actual situation of the company, the
design and implementation of the differential competitive strategy. Ensure that the
company&39;s internal environment, external environment and corporate objectives of the
three effective unity. This is of practical significance to the implementation of the
company&39;s competitive strategy and the establishment of competitive advantage in the
fierce market environment. In this paper, competitive strategy formulation is the lack of a
comprehensive evaluation of the effectiveness of the implementation of the strategy, as
well as the implementation of the strategy of risk prediction and risk prevention measures,
etc. Therefore, later SDQD pharmaceutical company competitive strategy of differentiation山东理工大学硕士学位论文 ABSTRACT
III
of implementation of the tracking assessment, according to changes in the external
environment of competition strategy adjustment, to ensure the effective implementation of
differential competitive strategy of SDQD pharmaceutical companies, as well as with
industry to develop competition strategy to provide reference.
Keywords: Competitive strategy; IFE evaluation; differentiation competition; SDQD
pharmaceutical山东理工大学硕士学位论文 目录
IV
目 录
摘要 I
ABSTRACT......II
目 录......
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