【作者】 王栋；

【导师】 李平；

【作者基本信息】 山东理工大学 ， 工商管理硕士（专业学位）， 2022， 硕士

【摘要】 LFYL公司成立于2002年,走过了近20个年头的发展历程,现在已成长为一家立足于中国的具有国际视野的医疗器械生产企业。在全球疫情大环境下,LFYL公司取得优异成绩,但是这种突发的、快速增长的需求并非常态。同时,中国医疗器械企业较多,整体水平偏低,规模较小,产品质量一般,无明显差异化,价格竞争激烈,在多变且严峻的外部经营条件下,LFYL公司如何利用自身优势,制定合理的竞争战略,积极主动应对不断升级的挑战。本文以帮助LFYL公司拓展疫情期间的收益成果,分析研究优化其竞争战略,进一步巩固其在医疗器械领域的龙头地位,进而取得更长远的发展为目的,通过运用管理学相关理论和研究方法,对LFYL公司的基本情况、面临的突出问题进行调查研究,对其资源、能力等内部条件进行掌握,运用PEST分析法对其社会环境进行分析,运用五力分析模型对其行业发展环境进行分析,得出其优势有较好的发展基础、国际化团队、产业布局合理、生产能力较强等,劣势有存在路径依赖、高端器械需求降低、发展模式不佳、发展后劲不足等;机会有较好的经济形势、国家政策支持、地方政府的支持、需求持续增加、转型发展机遇,威胁有疫情尚未消散、利润空间收紧、竞争日趋激烈、替代品的威胁、需求不够持续稳定。之后,结合企业自身制定的发展目标和愿景,使用SWOT分析法、QSPM矩阵对当前可供企业选择的竞争战略进行横向的比较和深入的研究,最终选择差异化战略作为公司的竞争战略,并结合其实际拟定方案和保障,以求为公司选择正确的市场竞争战略提供理论指导,帮助其实现世界级中国医疗器械行业领军企业的蓝图目标。更多还原

【Abstract】 LFYL company was founded in 2002.After nearly 20 years of development,the company has grown into an international enterprise based on China.LFYL has made outstanding achievements in the global epidemic environment,but this sudden and rapidly growing demand is not normal.At the same time,there are many medical device enterprises in China,the overall level is low,the scale is small,the product quality is general,there is no obvious differentiation,and the price competition is fierce.Under the changeable and severe external operating conditions,how can LFYL make use of its own advantages,formulate a reasonable competitive strategy and actively respond to the challenge of continuous upgrading.This article to help LFYL company expand during the outbreak of earnings results,analysis and research to optimize its competitive strategy,to further consolidate its leading position in the field of medical apparatus and instruments,and then make long-term development for the purpose,by using relevant theories of management and research methods,the basic situation of LFYL company,facing the outstanding problems of investigation and study,Master its resources,capabilities and other internal conditions,use PEST analysis to analyze its social environment,use five forces analysis model to analyze its industry development environment,and conclude that its advantages have a good foundation for development:International team,reasonable industrial layout,strong production capacity,etc.;Disadvantages include path dependence,reduced demand for high-end equipment,poor development mode,and insufficient development momentum;Opportunities include good economic situation,national policy support,local government support,continuous increase in demand,transformation and development opportunities,threats such as the epidemic has not dissipated,profit margin tightening,increasingly fierce competition,threat of substitutes,and insufficient sustainable and stable demand.Then,combined with their own development goals and vision,using the SWOT analysis,QSPM matrix to the current competitive strategy for enterprises to choose the horizontal comparison and research,finally choose the differentiation strategy as the company’s competitive strategy,and combined with the actual plan and guarantee,in order to choose the right market competition strategy for the company to provide theoretical guidance,To help it achieve its blueprint goal of becoming a world-class leader in China’s medical device industry.更多还原