近十年来，中医药产业蓬勃发展，中药产业占据了我国 GDP 接近 5600 亿元的份额。 “十二五”期间，建设中医药强区纳入了荔湾区未来五年的发展规划。广药集团也提出 “大健康，大南药”的战略理念，就是充分发挥广药集团的综合实力，不断增强广州医 药在高端要素集聚、科技创新、文化引领和综合服务功能。 广州采芝林药业有限公司隶属于广药集团广州药业的全资子公司，具有 200 多年历 史，曾被国家商务部、国内贸易部授予“中华老字号”，具有深厚的中药文化底蕴。厂 区位于塞坝路，正处在白鹅潭经济商圈的核心位置，规划的医药商业板块。采芝林公司 计划借助政策和地块的优势，着力建设采芝林中药产业文化园。 产业园由采芝林公司总部大楼、中药材现代物流中心、广州市中药材（饮片）检测 技术工程中心、采芝林标本馆、饮片包装示范车间、采芝林大药房及药膳馆、中药文化 长廊、中药饮片厂共八个板块构成，建成后，将进一步扩大采芝林公司的经营生产规模， 创造更多的经济效益，实现国有资产的保值增值，带动区域中药材销售的发展和中药材 行业的投资，同时，采芝林中药文化产业园还将作为一个科普教育基地，成为中医药学 术交流、文化交流、信息传播的重要平台，也为岭南中药产业的现代化模式的探索迈出 关键一步。 根据项目投资的估算，项目的总投资为 1 亿元，采芝林中药文化产业园于 2011 年 1 月启动，计划于 2015 年 12 月投入完毕，项目建设期为 5 年，2015 年可实现销售收入 42 亿元，未来 10 年每年新增营业收入所带来的销售净利率从 1.5%上升至 2.81%。 本文运用商业计划书的模式，使用 PEST 模型、SWOT 工具，运用战略管理的理论， 作出整个产业园项目的策划，对整个项目管理工作进行研究，对项目作投资与预期产出 的分析，综合评价采芝林中药产业文化园项目的可行性。 本文共分四个部分，第一部分重点对整个中药行业、国内中药产业、广州医药行业， 采芝林公司自身的优劣势、威胁、机遇等的情况进行了较为详尽的研究分析；第二部分 重点为采芝林公司进行中药产业文化园建设的策划、各个板块的构成和作用，以及通过 产业园的建设，寻求突破传统的中药发展模式；第三部分结合项目自身的特点和实现规 划的操作性特点，制定建设采芝林中药产业文化园的保障措施。第四部分为该项目的投 入产出评估，取得的经济效益和社会效应，以及对社会可行性的整体评价。 关键词，产业园；采芝林；项目研究；战略管理II Abstract Traditional Chinese medicine culture in China has a history of more than 4,000 years, is crystallization of the wisdom of the Chinese nation. For nearly a decade, the industry of Chinese medicine vigorous development, pharmaceutical factory, pharmacy chains have mushroomed in China, Chinese traditional medicine industry has taken the 56 million yuan GDP close to share. Guangzhou liwan district is the lingnan medicine culture of lingnan displaced, many representatives of the old medicine culture, old brand here. In the year2011-2015, liwan district plans to build covers trade, culture in the integration of white geese tam economic circle, become guangfo heart, better realize the goal of guangfo rivals, and at the same time, Chinese medicine will also be included in the construction of haongzhou liwan district in the next five years development planning. Caizhilin established in 1806, with 200 years of history, has been awarded the national ministry of trade, domestic China time-honored brand, is now wide medicine group affiliated guangzhou pharmaceutical subsidiary. The company now owns Caizhilin company headquarters, Caizhilin chain, Chinese medicine yinpian factory, medicinal material Co., LTD, logistics distribution center, Aoma medical instrument Co., LTD organization. Guangzhou Caizhilin pharmaceutical Co., LTD is located in the factory stuffed dam is in the way of economic circle white sticky goose down pool of core location, planning, pharmaceutical business plate of garden liwan district government. Caizhilin company plan to turn the advantage of policies and plot, focus on building Caizhilin industry of Chinese culture park. This paper is divided into four parts: the first part of the whole traditional Chinese medicine industry, mainly domestic Chinese medicine industry, guangzhou pharmaceutical industry, Caizhilin company's own advantages and disadvantages, threats, opportunities and other of the comparatively exhaustive research analysis; The second part of key for Caizhilin company for medicine culture industrial park construction planning, each plate structure and function, as well as through the construction, industrial breakthrough tradition of Chinese medicine development mode; The third part with project its characteristics and realize the operational characteristics, planning formulated construction Caizhilin medicine culture industrial park safeguard measures. The fourth part for the purpose of input-output evaluation, obtain economic benefits and social effects, and the overall evaluation of social feasibility. Keywords: industrial park; Caizhilin; project research; strategic managementIII 目 录 摘要.........................................................................................................................................I ABSTRACT ...............................................................................................................................II 图表目录.................................................................................................................................VII 第一章 绪论............................................................................................................................1 1.1 项目背景.......................................................................................................................... 1 1.2 项目概况.......................................................................................................................... 1 1.3 研究内容与方法.............................................................................................................. 1 1.4 研究意义.......................................................................................................................... 2 1.5 本章小结.......................................................................................................................... 3 第二章 企业外部环境分析....................................................................................................4 2.1 政治环境.......................................................................................................................... 4 2.2 经济环境.......................................................................................................................... 5 2.3 社会环境.......................................................................................................................... 6 2.4 技术环境.......................................................................................................................... 6 2.5 本章小结.......................................................................................................................... 7 第三章 企业内部环境分析....................................................................................................8 3.1 企业概况.......................................................................................................................... 8 3.2 企业规模.......................................................................................................................... 8 3.3 组织架构.......................................................................................................................... 9 3.4 地理位置........................................................................................................................ 11 3.5 企业荣誉........................................................................................................................ 11 3.6 本章小结........................................................................................................................ 11 第四章 企业 SWOT 分析.......................................................................................................12 4.1 优势分析........................................................................................................................ 12 4.1.1 品牌优势................................................................................................................. 12 4.1.2 中药材经营优势..................................................................................................... 12 4.1.3 一体化运作优势..................................................................................................... 12 4.1.4 中药饮片生产优势................................................................................................. 12 4.1.5 中药材专业人才优势............................................................................................. 12IV 4.1.6 中药材价格指数编制优势..................................................................................... 13 4.2 劣势分析........................................................................................................................ 13 4.2.1 物流硬件................................................................................................................. 13 4.2.2 信息系统................................................................................................................. 13 4.2.3 资金压力................................................................................................................. 13 4.2.4 执行能力................................................................................................................. 13 4.2.5 费用压力................................................................................................................. 13 4.3 机遇分析........................................................................................................................ 14 4.3.1 国家扶持中医药行业............................................................................................. 14 4.3.2 新版《中国药典》实施......................................................................................... 14 4.3.3 政府政策推进......................................................................................................... 14 4.3.4 广药集团支持......................................................................................................... 14 4.4 威胁分析........................................................................................................................ 14 4.4.1 医药强企不断扩大................................................................................................. 14 4.4.2 新医改政策对市场影响......................................................................................... 14 4.4.3 医药流通企业配送权争夺日益激烈..................................................................... 15 4.4.4 野生中药材资源日趋枯竭..................................................................................... 15 4.5 本章小结........................................................................................................................ 15 第五章 项目实施分析............................................................................................................16 5.1 项目概况........................................................................................................................ 16 5.2 项目选址........................................................................................................................ 16 5.3 项目实施计划................................................................................................................ 17 5.4 项目内容........................................................................................................................ 17 5.4.1 总部大楼................................................................................................................. 17 5.4.2 物流中心................................................................................................................. 17 5.4.3 中药材标本馆......................................................................................................... 17 5.4.4 检测中心................................................................................................................. 18 5.4.5 生产示范车间......................................................................................................... 18 5.4.6 大药房和药膳馆..................................................................................................... 18 5.5 项目策划与管理............................................................................................................ 18V 5.6 项目预期效益................................................................................................................ 19 5.6.1 经济效益................................................................................................................. 19 5.6.2 社会效益................................................................................................................. 19 5.7 本章小结........................................................................................................................ 19 第六章 投资与收入评估........................................................................................................20 6.1 项目投资估算................................................................................................................ 20 6.2 项目资金的筹措............................................................................................................ 20 6.2.1 自有资金................................................................................................................. 20 6.2.2 借贷资金................................................................................................................. 20 6.2.3 政府扶持资金......................................................................................................... 21 6.3 项目建设进度与投资安排............................................................................................ 21 6.4 收入与支出估算............................................................................................................ 21 6.4.1 营业收入估算......................................................................................................... 21 6.4.2 营业成本估算......................................................................................................... 22 6.4.3 银行贷款................................................................................................................. 22 6.4.4 折旧费用................................................................................................................. 22 6.5 项目财务评价................................................................................................................ 22 6.5.1 盈利能力分析......................................................................................................... 22 6.6 偿债能力分析................................................................................................................ 23 6.6.1 流动比率................................................................................................................. 23 6.6.2 资产负债率............................................................................................................. 24 6.7 经济可行性分析............................................................................................................ 24 6.8 本章小结........................................................................................................................ 25 第七章 项目风险与对策........................................................................................................26 7.1 品牌宣传风险与策略.................................................................................................... 26 7.2 人才培养风险与策略.................................................................................................... 26 7.2.1 人员结构更新调整，企业注入新鲜血液............................................................. 26 7.2.2 组建一支能配合企业高效运作的中层团队......................................................... 26 7.2.3 提高企业的知名度，吸引各类专才..................................................................... 26 7.2.4 建立多元化薪酬分配体系，健全激励机制......................................................... 27VI 7.2.5 加大对员工培训的投入，形成系统的培训体系................................................. 27 7.2.6 制定技术人员评级制度，培养优秀技术人才..................................................... 27 7.3 市场开发风险与策略.................................................................................................... 27 7.3.1 落实资源整合，为集团内企业提供服务............................................................. 27 7.3.2 加强经营管理，有效规避风险............................................................................. 27 7.3.3 建设高效资讯系统................................................................................................. 28 7.3.4 加大医院客户的开拓力度..................................................................................... 28 7.4 技术发展风险与策略.................................................................................................... 28 7.4.1 生产线改造............................................................................................................. 28 7.4.2 实施有效质量监控................................................................................................. 28 7.4.3 提高饮片检测能力................................................................................................. 28 7.4.4 争取由饮片厂制定毒性药材质量标准批准文号................................................. 28 7.4.5 提高仓库管理和中药养护水平............................................................................. 28 7.5 本章小结........................................................................................................................ 28