【作者】 王建飞；

【导师】 谢富纪；

【作者基本信息】 上海交通大学 ， 工商管理（EMBA）（专业学位）， 2016， 硕士

【摘要】 前些年我国经济高速发展以及国家对医疗卫生投入力度的持续增加,为医疗器械行业的发展提供了良好的机遇。未来几年随着整个行业增长速度的逐步放缓,行业内企业的竞争从增量市场转向存量市场,以及大量的外来资本开始以并购的方式逐鹿医疗器械领域,整个医疗器械行业不可避免地向着优胜劣汰、强者恒强的方向发展,因此,如果不改变原来粗放式的经营管理模式尽快在越来越激烈的竞争中做大做强,就有可能在不久的将来被市场无情的淘汰出局。宁波瑞源生物科技有限公司是一家专业生产和销售生化类体外诊断试剂的公司,共有120多个产品注册证,年销售额1.7亿,生化行业目前国内有近100家公司,年销售额从几百万到五个亿不等,竞争激烈。我们公司目前在国内同行排名8-10名,行业前六名都已经或者即将上市,包括北京九强公司,北京利德曼公司,上海科华公司,宁波美康公司,四川迈克公司以及深圳迈瑞公司。这些公司上市后凭借资本的巨大优势正在迅速蚕食中小公司的市场份额。本研究综合运用PEST、SWOT、资源与能力、波特五力模型和价值链等各类分析方法,对现阶段公司所面临的内外部环境进行深入分析。在此基础上,从现状与发展趋势两个层面,对公司主要产品情况作出科学把握。尤其是竞争现状与竞争趋势,是需要把握的重点。然后,针对公司实际提出多元化和差异化发展战略,以及相应的战略调整问题。新战略调整应当是多层次、多方位的,这样有助于提高生产经营决策的有效性,提升公司竞争能力。公司采取多元化的战略,在做大做强生化试剂这个主业的同时,积极进军POCT试剂和分子诊断试剂领域,并且在销售上采取差异化战略,即产品差异化、服务差异化和市场差异化,为保障这两大战略的顺利实施,制定了组织架构调整、业务流程再造、加强人力资源管理、加大产品开发力度和营销力度、重视企业文化建设等具体措施。更多还原

【Abstract】 In our country economy high speed development as well as the national to the continuous increase of investment in health care,for the development of the medical device industry provides a good opportunity.In the next few years as the industry growth rate slow gradually,the industry competition from the incremental market to stock market,as well as a large number of foreign capital began to benefit the field of medical equipment,in the form of mergers and acquisitions the medical devices industry inevitably develop in the direction of the evolution,the stronger the strong,so,if you don’t change the original in vulgar management pattern as soon as possible become bigger and stronger in the increasingly fierce competition,it is possible to having been knocked out by ruthless market in the near future.Ningbo source biological technology co.,LTD is a professional production and sales of various biochemical in vitro diagnostic reagent,a total of more than 120 product registration certificate,annual sales of 170 million,biochemical industry currently has nearly 100 companies,domestic sales ranging from several million to $5,competition is intense.Our company currently ranked 8-10,in the domestic colleague industry first six names are already or will soon listed,including jiuqiang company in Beijing,Beijing Leadman company,Shanghai Kehau company,ningbo Medicalsystems company,sichuan maker company and shenzhen mindray.After these companies listed on the huge advantage of capital is rapidly eroded the market share of small and medium-sized companies.Comprehensive use of various methods,this study on analyzing the internal and external environment faced by companies at the present stage.On this basis,from two aspects: current situation and trend of development,the company main product is scientifically.Especially the present situation and the competition trend,it is need to grasp the key.Then,putting forward diversification and integration of the company development strategy,and the corresponding strategic adjustment problems.New strategic adjustment should be multi-level,multi-dimensional,which helps to improve the effectiveness of the production and management decision-making,enhance company competition ability.Company take diversified of strategy,in big do strong biochemical reagents this main of while,active March POCT reagents and molecular diagnosis reagents field,and in sales Shang take differences of strategy,that products differences of,and service differences of and market differences of,for guarantees this two big strategy of smooth implementation,developed has Organization schema adjustment,and business process recycling,and strengthening human resources management,and increased products development efforts and marketing efforts,and attention enterprise culture construction,specific measures.更多还原