摘要
在华夏民族优秀的文化当中，中医中药是最为重要的构成部分，在人类健康
以及发展的过程中，中药以其特有的疗效做出了杰出的贡献，在康复保健、疾病
治疗等方面展现出特有的魅力。江中制药集团是我国 OTC 行业的领先企业，是一
家集植物药、抗生素、合成药、生化制剂、功能性食品的研发、生产以及运营于
一体的高水准制药企业。集团依托于科研优势、专业人才优势、企业管理优势，
实现“大品牌、大市场”战略，依靠产品调整、品牌提升、管理优化、人才和信
息化建设等，不断提升企业市场竞争力

本文基于企业竞争战略理论等理论，运用 PEST 模型和五力模型分析了江中
集团的市场竞争环境，利用 SWOT 分析法揭示了江中集团发展所面临的机会与潜
在的威胁、所具备的优势与劣势，进而从管理、业务、信息、品牌、人力资源等
方面提出了江中集团市场竞争战略的实施路径。本文研究的主要结论有：（1）在
世界经济持续低迷带来的动态与医疗改革所带来的市场扩张造成的影响下，医疗
药物行业市场竞争不断加剧，江中集团调整市场竞争战略，并付诸实施是其目前
急待解决的首要问题。(2) 当前江中集团面临巨大的发展机遇：宏观经济新常态
运行、人口老龄化加快、国家对中药产业政策上扶持、国家 GMP 认证强制执行、
OTC 市场发展空间巨大、新医疗改革的不断拓展、中药和中药保健品具有巨大的
市场潜力等。与此同时，集团也面临严峻挑战：医疗改革政策可能会进一步削弱
产品的盈利能力、行业竞争激烈且无序、国家对医药行业监管力度加大、医药产
品持续强制降价、集团利润率下降等。江中集团面对机遇与挑战并存的市场竞争
态势，应积极发挥自身优势：政府资源和上市公司优势、集团组织架构优势、生
产规模和品牌优势、精益生产模式和拥有相对完整自主研发体系优势、营销渠道
管理和企业文化优势等。同时，要努力克服或转化现有劣势：世界竞争力比较弱、
大型跨国企业管理经验的专业人才缺失、商品构造相对简单，自主知识产权和专
利保护缺乏、科技创新不足、管理和新品推广控制薄弱等。(3)江中集团依托于
科研优势、专业人才优势、企业管理优势，实现“大品牌、大市场”战略，依靠
品牌提升、商品调整、管理优化、人才和信息化建设等，不断提升企业市场竞争
力，同时通过管理战略、业务战略、信息战略、品牌战略、人才战略的全面推进
保障江中集团市场竞争战略的实施

关键词：市场竞争；环境分析；江中集团；SWOT 分析；战略实施路径II
Abstract
As an important part of the splendid culture of the Chinese nation, Chinese
medicine has made a positive contribution to human health and development with its
unique curative effect. It shows unique advantages and charm in disease prevention,
disease treatment, rehabilitation and health care. Chinese medicine is not only a treasure
of the motherland, but also a key to solving medical problems. Jiangzhong
Pharmaceutical Group (hereinafter referred to as: Jiangzhong Group) is a leading
enterprise of OTC industry in China, which is a collection of production, operation
and management of natural botanicals, chemical synthetic drugs, antibiotics,
biochemical preparations, bioengineering products and functional foods. Among some
modern high-quality pharmaceutical companies, Jiangzhong Group has carried out “Big
Market，Big Brand” strategy via product adjustment, brand promotion, management
optimization, personnel and information technology to improve the enterprise market
competitiveness by virtue of personnel advantages, scientific research advantages and
management advantages.
Based on the theories of Enterprise Competitive Strategy and Enterprise
Competitive Advantage, this paper analyzes the market competition environment of
Jiangzhong Group by using PEST model and Five Force model. It reveals the
opportunities and potential threats, the advantages and disadvantages in the
development of Jiangzhong Group by SWOT analysis, and then puts forward the
implementation path of Jiangzhong Group&39;s market competition strategy from some
aspects of management, business, information, brand and human resources.
The main conclusions of this paper are as follows:(1) In the market turmoil caused
by the global economic downturn and the market expansion caused by the new medical
reform, the competition in the pharmaceutical industry is increasing, and Jiangzhong
Group is facing new challenges and opportunities. Rearranging timely market
competition strategy and putting it into practice are currently an urgent problem to be
solved in Jiangzhong Group.(2)The current Jiangzhong Group is facing huge
opportunities for development as follows: the new normal operation of the
macroeconomic，accelerated population aging, the supporting policy on the Chinese
medicine industry, national GMP certification enforcement, effective expansion of the
new medical reform, developing space in OTC market, immense health care marketIII
potentials and so on. At the same time, Jiangzhong Group is also facing severe
challenges as follows: further weakening the profitability of products under the health
care reform policy, severe disorder in industry competition, national increasing
supervision on the pharmaceutical industry, continuous force price cuts, the declining in
profit margins.(3) In the face of coexistence of opportunities and challenges in market
competition situation, Jiangzhong Group should actively take its advantages: the
resources of government and listed companies, excellent organization structure, big
production scale and brand, lean production model, a relatively complete independent
research and development system, terrific marketing channel management and corporate
culture. Meanwhile, we should strive to overcome or transform the existing
disadvantages: lack of international competitiveness, lack of high-level personnel from
the large multinational group, the simplex product structure, lack of independent
intellectual property rights and patent protection, lack of scientific and technological
innovation, the weakening control in management and promotion.(4) The market
competition strategy of Jiangzhong Group should be adjusted as follows: Jiangzhong
Group is trying to carry out “Big Market，Big Brand” strategy via product adjustment,
brand promotion, management optimization, personnel and information technology to
improve the enterprise market competitiveness by virtue of personnel advantages,
scientific research advantages and management advantages.
Key words: Market Competition Strategy；environment analysis；Jiangzhong Group；
SWOT analysis；implementation pathIV
目 录
中文摘要...I
英文摘要.II
目 录.IV
1 绪论.......1
1.1 研究背景与意义...1
1.2 研究综述...3
1.2.1 国外研究综述...........3
1.2.2 国内研究综述...........3
1.2.3 文献述评.......3
1.3 研究内容...5
1.4 研究方法...5
1.5 研究创新...6
2 市场竞争战略的理论基础........7
2.1 波特五力模型...
。。。以上简介无排版格式，详细内容请下载查看