【作者】 王旭东；

【导师】 徐向艺；

【作者基本信息】 山东大学 ， MBA（专业学位）， 2024， 硕士

【摘要】 医药行业是国民经济的重要部分,是社会民生举足轻重的一环。近年,随着我国经济腾飞、医疗体制的改革和市场机制的完善,医药行业发展方兴未艾,1990年至2020年间复合增长率约18%;2021至2022年,医药板块整体涨幅超过50%;截止2023年底,中国医药行业产值达33000亿元。医药行业的核心之一是制药行业,由于受到诸多因素的困扰,近年来制药行业的发展举步维艰,如研发过程中高昂的沉没成本、头部制药企业富集效应显著、营销过程中与日俱增的压力、环保审查日趋严苛等,特别是新医保政策规定的带量采购和一致性评价等调控措施,造成了制药行业史无前例的“降价潮”,制药企业面临巨大的发展压力。从2019年开始,随着集中带量采购、仿制药一致性评价、医保支付手段变革、国家控制药占比、医保控费等政策相继落地,给中国药品改革带来深远影响,整个制药行业的收入和利润放缓,随着行业格局的变化,传统制药企业升级转型迫在眉睫。本文以上述市场环境为背景,通过阅读相关文献并运用相关理论知识,对文中将要使用的分析方法和理论原理加以阐述,并以传统制药企业的代表LK医药公司为例,详细分析其所处行业的行业规模和市场结构,通过回顾其发展历程和分析当下所面临的内外部环境,总结归纳出其发展过程中的机会、威胁、优势、劣势等,并利用SWOT矩阵等分析工具,结合企业自身的发展愿景和理念,制定出符合企业实际情况的发展战略、业务组合战略和实施措施,以期阐明LK医药公司未来的发展方向,以此给更多相关及类似的制药企业带来指导性的建议。本文认为,LK医药公司作为传统的制药企业代表之一,在创新水平、发展策略、运营能力等方面均存在问题,近几年收入和利润下滑便是例证,升级转型和改变发展战略刻不容缓;在新医保政策加速推行和行业洗牌的市场背景下,现阶段LK医药公司的发展战略应该选择市场渗透战略、产品开发战略和市场开发战略三种密集型成长战略的灵活组合,从五个方面做好保证措施,即提高创新技术水平,加强人才队伍建设,提升营运管理水平,推进企业文化建设,强化环保能力,实现绿色转型升级。更多还原

【Abstract】 The pharmaceutical industry is an important part of the national economy and a crucial part of social livelihood.In recent years,with China’s economic takeoff,healthcare system reform,and market improvement,the development of the pharmaceutical industry has been flourishing.Between 1990 and 2020,the compound growth rate was approximately 18%.From 2021 to 2022,the overall growth rate of the pharmaceutical sector exceeded 50%.As of the end of 2023,the output value of China’s pharmaceutical industry reached 300 billion yuan.One of the core industries in the pharmaceutical industry is the pharmaceutical industry.Due to various factors,the development of the pharmaceutical industry has been difficult in recent years,such as high sunk costs in the research and development process,significant enrichment effects of leading pharmaceutical companies,increasing pressure in the marketing process,and increasingly stringent environmental audits.In particular,the new medical insurance policy requires regulatory measures such as quantity based procurement and consistency evaluation,This has caused an unprecedented wave of price reductions in the pharmaceutical industry,putting enormous development pressure on pharmaceutical companies.Starting from 2019,with the implementation of policies such as centralized volume based procurement,consistency evaluation of generic drugs,reform of medical insurance payment methods,national control of drug proportion,and medical insurance fee control,China’s drug reform has had a profound impact,slowing down the revenue and profits of the entire pharmaceutical industry;With the changing industry landscape,upgrading and transforming traditional pharmaceutical enterprises is urgent.This article takes the above market environment as the background,and through reading relevant literature and applying relevant theoretical knowledge,elaborates on the analysis methods and theoretical principles to be used in the article.Taking LK Pharmaceutical Company,a representative of traditional pharmaceutical enterprises,as an example,it analyzes in detail the industry norms and market structure of its industry.By reviewing its development process and analyzing the internal and external environment it currently faces,it summarizes and summarizes the opportunities,threats,and challenges in its development process By utilizing analysis tools such as SWOT matrix and combining with the company’s own development vision and philosophy,we will develop development strategies,business portfolio strategies,and implementation measures that are in line with the actual situation of the enterprise,in order to clarify the future development direction of LK Pharmaceutical Company and provide guiding suggestions to more related and similar pharmaceutical companies.This article believes that LK Pharmaceutical Company,as one of the representatives of traditional pharmaceutical enterprises,has problems in innovation level,development strategy,operational ability,and other aspects.The decline in revenue and profits in recent years is an example,and upgrading transformation and changing development strategies are urgent;Against the backdrop of accelerated implementation of the new medical insurance policy and industry reshuffle,LK Pharmaceutical Company’s current development strategy should choose a flexible combination of three intensive growth strategies:market penetration strategy,product development strategy,and market development strategy.Guarantee measures should be taken from five aspects,namely improving innovation technology level,strengthening talent team construction,enhancing operational management level,promoting corporate culture construction,and strengthening environmental protection capabilities,Realize green transformation and upgrading.更多还原