【作者】 刘洋；

【导师】 黄海昕；

【作者基本信息】 大连理工大学 ， 工商管理（专业学位）， 2025， 硕士

【摘要】 随着医疗改革的深化,药品集中采购、两票制等多项举措推动药品价格下降,未来医药行业的发展也随着人口老龄化、全民健康意识增强等因素,使人们对医药的认知和需求逐渐增强,国家对医疗的重视也推动着医药行业的转型发展。给医药零售带来机遇,也因竞争加剧带来挑战。XT药品零售公司作为DTP药房(Direct to Patient,意为“直接面向患者”),虽然在经营规模方面已经有成熟的管理制度、资金条件等优势,但是面临医疗改革的不确定性、日益激烈市场竞争等多方面的问题,针对企业未来的发展方向企业,亟需顺应行业发展把握机遇,对后续的发展制定战略。本文以XT药品零售公司发展战略作为研究对象。首先通过对相关文献整理,阐述药品零售领域的研究现状。运用相关的定量、定性分析工具对企业内外部环境进行分析。在外部环境分析中,基于PEST模型对宏观环境进行分析,运用五力模型分析企业面临的机会与威胁,并通过外部因素评价矩阵进行量化评估,得出企业外部威胁强于机会。在内部环境分析中涵盖企业概况、资源与能力等方面,利用内部因素评价矩阵,得出企业的优势与劣势,明确企业内部优势明显。基于SWOT分析,结合QSPM矩阵,最终确定了企业的密集化发展战略,进而制定相应的发展战略与保障措施。包括丰富产品结构、深挖现有市场、适度扩张等关键措施。同时,为确保战略有效实施,从企业平台、资金、人力、信息及组织架构等方面制定了相应的保障措施。本文以XT药品零售公司为研究对象,结合战略管理理论,通过梳理行业趋势、调研公司现状,制定顺应政策的发展战略,旨在提升企业地区影响力、营业额与市场竞争力,同时提高服务质量和生产企业信任度,探索新发展模式,保持竞争优势,实现持续健康发展。更多还原

【Abstract】 With the deepening of medical reform,a number of measures such as centralized drug procurement and two-invoice system have promoted the decline of drug prices,and the development of the pharmaceutical industry in the future has gradually increased people’s awareness and demand for medicine with the aging of the population and the enhancement of national health awareness,and the country’s emphasis on medical care has also promoted the transformation and development of the pharmaceutical industry.It brings opportunities to pharmaceutical retail,but also challenges due to intensified competition.As a DTP pharmacy(Direct to Patient),XT Pharmaceutical Retail Co.,Ltd.has mature management system and financial conditions in terms of business scale,but it is facing many problems such as uncertainty of medical reform and increasingly fierce market competition.In view of the future development direction of enterprises,enterprises urgently need to comply with the development of the industry,grasp the opportunities,and formulate strategies for subsequent development.In this paper,the development strategy of XT Pharmaceutical Retail Company is taken as the research object.Firstly,through the collation of relevant literature,the research status in the field of pharmaceutical retail is described.Use relevant quantitative and qualitative analysis tools to analyze the internal and external environment of the enterprise.In the analysis of the external environment,the macro environment is analyzed based on the PEST model,the opportunities and threats faced by the enterprise are analyzed by the five forces model,and the external factors evaluation matrix is quantitatively evaluated,and the external threats of the enterprise are greater than the opportunities.In the internal environment analysis,the enterprise profile,resources and capabilities are covered,and the internal factor evaluation matrix is used to obtain the advantages and disadvantages of the enterprise,and it is clear that the internal advantages of the enterprise are obvious.Based on the SWOT analysis and the QSPM matrix,the intensive development strategy of the enterprise is finally determined,and then the corresponding development strategy and safeguard measures are formulated.It includes key measures such as enriching the product structure,digging deep into the existing market,and moderate expansion.At the same time,in order to ensure the effective implementation of the strategy,corresponding safeguard measures have been formulated in terms of enterprise platform,capital,manpower,information and organizational structure.This paper takes XT pharmaceutical retail company as the research object,combines the theory of strategic management,combs the industry trends,investigates the current situation of the company,and formulates a development strategy that conforms to the policy,aiming to enhance the regional influence,turnover and market competitiveness of the enterprise,while improving the service quality and trust of the production enterprise,exploring new development models,maintaining competitive advantages,and achieving sustainable and healthy development.更多还原