【作者】 赵冰；

【导师】 黄丞；

【作者基本信息】 上海交通大学 ， 工商管理（MBA）（专业学位）， 2017， 硕士

【摘要】 中医药文化是中华民族的瑰宝,是全人类共同的财富。中药饮片在中医药整体系统中起到承上启下的作用,是十分关键的环节。随着国家对中医药产业的大力支持和国民健康意识的普遍提升,中药饮片行业未来面临着更大的市场空间。因此行业内企业需要尽快调整和完善企业发展战略,以适应环境的变化和更好的把握发展的机遇。通化德济参药业成立于2009年,作为2010年版药典颁布以后吉林省首家通过GMP认证的企业,不仅有较为完善的基础设施和生产、检验设备,更有丰富的道地药材资源,在中药饮片行业具有一定的代表性。因此本论文选择通化德济参药业作为研究对象,首先用文献综述的方法,对战略管理理论进行了介绍,为后文分析奠定理论基础;然后运用PEST分析法和“波特五力”模型法,对德济参药业的外部环境进行分析,同时从企业内部的资源和能力方面对德济参药业的内部环境进行分析;第三,采用SWOT分析法,分析了德济参药业的机遇和挑战,优势和劣势并进行战略组合;第四,综合上述分析并结合德济参药业的使命和发展目标,为公司选择了增长型战略,并从产品开发,品牌建设,营销渠道,人力资源,成本控制,和资本运作的方面进行了战略分解和具体战略方案的制定。本文希望通过对通化德济参药业发展战略的研究,帮助企业实现快速而健康的发展,同时能对新形势下中药饮片行业内企业的发展规划起到一定的借鉴作用。更多还原

【Abstract】 The culture of Chinese medicine is not only the treasure of our own nation,but also the wealth of the whole mankind.As a link of Chinese herb and TCM clinic,Chinese herbal pieces are a key factor of the total system of Chinese medicine.In recent years,the government of China publishes more and more supporting policies,Chinese herbal pieces industry faces great opportunities and more market space in the future.Therefore,enterprises in this industry need to adjust and improve development strategy as soon as possible to adapt to the environment changes and grasp the faced opportunities for development.Tonghua DejiShen Pharmaceutical was established in 2009 as the first GMP-certified enterprise in Jilin Province since Chinese Pharmacopoeia 2010 published.The enterprise not only has a relatively perfect infrastructure,production facilities and quality inspection devices,but also has abundant herbal resources around its location.It can be a represent of Chinese herbal pieces industry.Therefore,this paper chooses Tonghua Dejishen Pharmaceutical Company as the research object,first of all,using the method of literature review introduces strategic management theory,taking as the theoretical basis of the later analysis.Then applying PEST analysis and Potter five forces model,analyses the external environment of DejiShen Pharmaceutical company,meanwhile,analyses the internal environment of DejiShen Pharmaceutical company from the enterprise’s internal resources and ability aspects;Third,using SWOT analysis,establishes strategic choice matrix of the company to identify its strengths,weaknesses,opportunities and threats and followed with strategic combination;Fourth,combining the above analysis and the company’s own mission and vision,chooses the Growth Strategies for the company,and specific strategies of product development,brand building,marketing,human resources,cost control,and capital operation aspects.This paper hopes to help Tonghua Dejishen Pharmaceutical to realize rapid and long-term healthy development through the research on the development strategy,and can also make references for the development plan of other enterprises in Chinese herbal pieces industry under the new situation.更多还原