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MBA毕业论文_疗器械_两票制_销售政策下A公司发展战略研究PDF

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I 摘要 随着我国医疗改革的不断推进,2018年3月国家卫计委发布通知,在医疗器械高 值耗材领域全面推行“两票制”。 本文基于"两票制"新医改的背景,引入了A骨科公司为研究对象,该公司主要致 力于骨科类医用器械销售行业,本文综合运用了相关理论基础知识和多种研究方法, 对研究公司的发展战略展开了全面分析。本文运用PEST分析法,分析了A骨科公司 目前所处的政治、经济、社会、技术环境,分析出A公司处于有利发展的环境;以波 特五力模型分析法,综合分析了影响A骨科公司的外部五个影响因素,主要包含了: 卖方议价能力、买方议价能力、代替产品、新竞争市场者以及当前竞争能力,分析出 A公司竞争能力较强;同时还运用了SWOT分析方法,对企业内部优势和劣势,外部 的机遇与威胁因素进行分析,结果发现企业内部优势较大,外部机会因素较多。综合 以上几种分析,研究出A骨科公司在“两票制”下应该选择一体化的增长型发展战略, 以纵向、横向一体化并行的方式获取生产企业货源优势以及同行业中小企业的渠道资 源优势,以差异化战略彰显自身无以伦比的核心竞争力,以集中化战略精细化深耕医 疗器械的骨科领域。从组织架构的设置开始保障战略的实施基础,再从优秀的人力资 源、实力雄厚的财务资金、技术先进的信息系统、安全合规的物流系统等方面全面保 障A公司发展战略的实施。 关键词:两票制医疗器械公司发展战略 ABSTRACT II Abstract Withthecontinuousprogressofmedicalreforminourcountry,theStateHealthand PlanningCommissionissuedacircularinMarch2018tocomprehensivelyimplementthe "two-votesystem"inthefieldofconsumableswithhighmedicalvalue. Basedonthebackgroundofthenewmedicalreformof"twovotessystem",thispaper introducesAOrthopaedicCompanyastheresearchobject,whichismainlydevotedto orthopaedicmedicalinstruments,operatesthetheoreticalbasicknowledgeandvarious researchmethods,andmakesacomprehensiveanalysisofthedevelopmentstrategyofthe researchcompany.Inthispaper,PESTanalysisisusedtoanalyzethepolitical,economic, socialandtechnicalenvironmentofAorthopaediccompany,andtoanalyzethefavorable developmentenvironmentofAorthopediccompany.WithPorter'sfiveforcemodel analysismethod,fiveexternalinfluencingfactorsaffectingAorthopaediccompanyare comprehensivelyanalyzed,including:seller'sbargainingability,buyer'sbargainingability, replacingproductsandnewcompetition.Marketplayersandcurrentcompetitiveness.At thesametime,theSWOTanalysismethodisusedtoanalyzetheinternaladvantagesand disadvantages,externalopportunitiesandthreatfactorsoftheenterprise.Theresultsshow thattheinternaladvantagesoftheenterprisearelarge,andtheexternalopportunityfactors aremore.Basedontheaboveanalysis,thispaperstudiesthatAorthopaediccompany shouldchoosetheintegratedgrowthdevelopmentstrategyunderthe"twovotessystem", obtaintheadvantagesofgoodssupplyandchannelresourcesofsmallandmedium-sized enterprisesinthesameindustryinthewayofverticalandhorizontalintegration, demonstrateitsunparalleledcorecompetitivenesswithdifferentiationstrategy,andrefine theorthopaedicfieldofdeepploughingmedicaldeviceswithcentralizedstrategy.Slave groupTheestablishmentofweavingstructurebeginstoguaranteetheimplementationof thestrategy,andthencomprehensivelyguaranteestheimplementationofthedevelopment strategyofCompanyAfromtheaspectsofexcellenthumanresources,strongfinancial funds,technologicallyadvancedinformationsystem,safetyandcompliancelogistics systemandsoon. Keywords:two-votesystemMedicaldevicecompanyDevelopmentstrategy 目录 III 目录 摘要.......................................................................................................................................I Abstract..................................................................................................................................II 第1章绪论........................................................................................................................1 1.1研究的背景及意义................................................................................................1 1.1.1论文的研究背景..........................................................................................1 1.1.2论文的研究意义..........................................................................................1 1.2国内外相关研究综述............................................................................................2 1.2.1国外研究综述..............................................................................................2 1.2.2国内研究综述..............................................................................................3 1.3研究方法及基本内容............................................................................................5 1.3.1研究方法......................................................................................................5 1.3.2基本内容......................................................................................................6 1.3.3技术路线......................................................................................................6 第2章研究的理论基础....................................................................................................8 2.1战略基本概念界定................................................................................................8 2.1.1增长型战略..................................................................................................8 2.1.2竞争战略......................................................................................................9 2.2企业发展战略理论................................................................................................9 2.2.1企业战略......................................................................................................9 2.2.2企业发展战略框架......................................................................................9 2.3主要战略分析工具..............................................................................................10 2.3.1PEST分析法.............................................................................................10 2.3.2波特五力模型分析法................................................................................10 2.2.3SWOT分析法...........................................................................................11 第3章A公司战略背景分析............................................................................................12 3.1宏观分析(PEST分析)....................................................................................12 3.1.1政治环境(Political).................................................................................12 3.1.2经济环境(Economic).................................................................................15 3.1.3社会环境(social)...................................................................................16 3.1.4技术环境(Technological)..........................................................................18 3.2竞争环境分析......................................................................................................19 3.2.1当前竞争对手的情况................................................................................19 目录 IV 3.2.2潜在进入者的威胁....................................................................................20 3.2.3供应商议价能力........................................................................................21 3.2.4购买商议价能力........................................................................................22 3.2.5替代产品的威胁........................................................................................23 3.3A公司内部环境分析..........................................................................................23 3.3.1组织结构分析............................................................................................23 3.3.2人力资源分析............................................................................................24 3.3.3财务状况分析............................................................................................25 3.3.4经营状况分析............................................................................................27 3.3.5物流状况分析...........................