伴随着中国经济水平的快速提升和老龄化问题的不断加剧，政府对医药行业 的管制日益严格，社会大众对医药健康提出了更高的要求。尽管制药行业是朝阳 产业，但在经济新常态，医疗改革增加了制药行业门槛、增加了制药企业成本， 相关的医疗改革措施导致制药企业疲于应对，对制药企业的研发、生产、经营与 服务等都产生了重大的冲击。同时，也凸显出大部分制药企业存在着企业战略不 清晰、战略方向不明确、企业战略不落地等问题，严重制约了企业的长远发展。 为此，在医疗改革新政下，制药企业如何及时迎合国家大政方针调整战略方向、 转变经营思路、明确战略转型目标和实施方案，是制药企业当务之急。 为此，本文基于制度理论和动态能力理论，分析在中国的制度背景下，SL 制药企业如何动态调整战略以适应不断变化的竞争环境从而获得持续的竞争优 势。首先，本文全面梳理了医药新政的具体内涵和表征，在把握 SL 药业发展历 程的基础上，分析了 SL 药业的人力、财务以及基础设施资源状况和研发能力， 厘清了 SL 药业目前的经营状况，剖析了医药新政对 SL 药业的主要冲击，从整 体上加深了研究对象的认知。其次，分别运用 PEST 方法对 SL 药业所处的外部 环境进行分析，从行业生命周期和波特五力模型两个维度分析 SL 药业的行业环 境，从价值链和 SWOT 两个维度分析 SL 药业的内部环境。然后，我们分析了 SL 药业转型的总体目标并对其进行阶段性分解，明确了战略转型的具体思路后， 制定了具体的壮心战略及其实施方案。此外，为确保战略的有效实施，我们提出 了相对应的保障措施。最后，我们提出了只要企业需要高度重视中医药的研发能 力、重视产品质量、强化药品使用循证医学意识、创新营销模式、利用好“一带 一路”的国家战略，才能提升企业的抗风险能力，从而获得持续的竞争优势。 关键词：制药企业；战略转型；医疗改革；国家战略昆明理工大学专业学位硕士学位论文 医药新政下 SL 药业战略转型研究 V Abstract With the rapid improvement of China's economic level and the aggravation of the aging problem, the government has increasingly strict control over the pharmaceutical industry, and the public has put forward higher requirements for medical health. Although the pharmaceutical industry is a sunrise industry, under the new normal of the economy, the medical reform has increased the threshold of the pharmaceutical industry and increased the cost of pharmaceutical enterprises, and the related medical reform measures have led the pharmaceutical enterprises to struggle with it. This not only has a significant impact on the research and development, production, operation and service of pharmaceutical enterprises, but also highlights that most pharmaceutical enterprises have problems such as unclear corporate strategy, unclear strategic direction, and inflexible corporate strategy, which seriously restricts the long-term development of enterprises. Therefore, under the New Deal of medical reform, it is urgent for pharmaceutical enterprises to adjust strategic direction, change management ideas, and define strategic transformation objectives and implementation plans in a timely manner. Therefore, based on the institutional theory and dynamic competition theory, this paper analyzes how SL pharmaceutical enterprises dynamically adjust their strategies to adapt to the changing competitive environment in order to gain sustainable competitive advantages under the institutional background of China. First of all, this article comprehensively combs the specific connotation and characterization of the new medical policy. On the basis of grasping the development history of SL pharmaceutical industry, this paper analyzes the human, financial and infrastructure resources status and research and development capacity of SL pharmaceutical industry, clarifies the current operating status of SL pharmaceutical industry, and analyzes the main impact of the new policy on SL pharmaceutical industry. This deepened the subjects' cognition as a whole. Secondly, analyze the external environment of SL pharmaceutical industry with PEST method respectively, analyze the industry environment of SL pharmaceutical industry from two dimensions of industry life cycle and Porter's five Forces model, and analyze the internal environment of SL昆明理工大学专业学位硕士学位论文 医药新政下 SL 药业战略转型研究 VI pharmaceutical industry from two dimensions of value chain and SWOT. Then, we analyzed the overall goal of the transformation of SL pharmaceutical industry and decomposed it in stages. After defining the specific thinking of the strategic transformation, we formulated the specific ambition strategy and its implementation plan. In addition, to ensure the effective implementation of the strategy, we propose corresponding safeguard measures. Finally, we put forward the national strategy as long as enterprises need to attach great importance to the research and development ability of traditional Chinese medicine, attach importance to product quality, strengthen the awareness of evidence-based medicine in drug use, innovate marketing mode, and make good use of "One Belt And One Road". Only in this way can the enterprise enhance the anti-risk ability, so as to obtain sustainable competitive advantage. Key words: pharmaceutical enterprises; strategic transformation; medical reform; national strategy昆明理工大学专业学位硕士学位论文 医药新政下 SL 药业战略转型研究 目 录 摘要....................................................................................................................................................II Abstract.............................................................................................................................................V 第 1 章 绪论.......................................................................................................................................1 1.1 研究背景..............................................................................................................................1 1.2 国内外研究综述..................................................................................................................3 1.2.1 国内研究现状...........................................................................................................3 1.2.2 国外研究现状...........................................................................................................6 1.2.3 相关研究评述...........................................................................................................7 1.3 研究意义..............................................................................................................................7 1.3.1 理论意义...................................................................................................................7 1.3.2 现实意义...................................................................................................................8 1.4 研究内容、方法与技术路线图......................................................................................... 8 1.4.1 研究内容...................................................................................................................8 1.4.2 研究方法...................................................................................................................9 1.4.3 研究的技术路线图................................................................................................ 10 第 2 章 概念界定与理论基础.........................................................................................................11 2.1 概念界定............................................................................................................................11 2.1.1 医药新政.................................................................................................................11 2.1.2 战略.........................................................................................................................15 2.2 相关理论基础....................................................................................................................17 2.2.1 制度理论.................................................................................................................17 2.2.2 动态能力理论.........................................................................................................18 第 3 章 SL 药业的基本情况分析...................................................................................................19 3.1 SL 药业的发展历程...........................................................................................................19 3.2 SL 药业的资源与能力分析...............................................................................................20 3.2.1 人力资源.................................................................................................................20 3.2.2 财务状况.................................................................................................................22 3.2.3 基础设施.................................................................................................................22昆明理工大学专业学位硕士学位论文 医药新政下 SL 药业战略转型研究 3.2.4 研发创新.................................................................................................................23 3.3 SL 药业基本经营情况.......................................................................................................24 3.3.1 收入与利润.............................................................................................................24 3.3.2 市场营销.................................................................................................................25 3.3.3 产品结构.................................................................................................................26 3.4 医药新政对 SL 药业主要冲击.........................................................................................26 第 4 章 SL 药业内外部环境分析...................................................................................................28 4.1 SL 药业外部环境分析.......................................................................................................28 4.1.1 政治环境分析.........................................................................................................28 4.1.2 经济环境分析.........................................................................................................28 4.1.3 社会环境分析.........................................................................................................30 4.1.4 技术环境分析.........................................................................................................30 4.2 SL 药业行业环境分析.......................................................................................................31 4.2.1 SL 药业行业生命周期分析....................................................................................31 4.2.2 SL 药业的波特五力模型分析................................................................................31 4.3 SL 药业内部环境分析.......................................................................................................32 4.3.1 价值链分析.............................................................................................................32 4.3.2 SL 药业的 SWOT 分析.......................................................................................... 33 第 5 章 SL 药业战略转型制定与实施...........................................................................................36 5.1 战略转型的思路................................................................................................................36 5.2 SL 药业战略转型的总体目标及分解...............................................................................37 5.3 SL 药业战略转型的战略制定与实施方案.......................................................................38 5.3.1 制定步骤.................................................................................................................38 5.3.2 转型战略的行动计划及其差异分析....................................................................38 5.3.3 转型战略的实施.................................................................................................... 42 5.4 保障措施............................................................................................................................42 第 6 章 结论与展望.......................................................................................................................44 6.1 研究结论............................................................................................................................44 6.2 不足与展望........................................................................................................................45昆明理工大学专业学位硕士学位论文 医药新政下 SL 药业战略转型研究 致谢...................................................................................................................................................46