本文選題：D-泛酸鈣 + 發(fā)展戰(zhàn)略�。� 參考：《浙江工業(yè)大學》2015年碩士論文

【摘要】：鑫富藥業(yè)是全球最大的D-泛酸鈣生產企業(yè)之一,是我國目前生產技術最先進、生產能力最強的D-泛酸鈣生產企業(yè)。生產并銷售D-泛酸鈣是鑫富藥業(yè)目前的主營業(yè)務,也是公司目前最主要的利潤來源。隨著國內外經濟形勢的不斷變化使鑫富藥業(yè)必須重新審視全球D-泛酸鈣市場,充分利用市場營銷學、管理學、國際貿易學以及產業(yè)鏈整合等相關學科的相關理論,對公司D-泛酸鈣產品市場未來的發(fā)展進行分析,以制定符合公司內外部環(huán)境的發(fā)展戰(zhàn)略。本文以鑫富藥業(yè)主導產品D-泛酸鈣的業(yè)務發(fā)展戰(zhàn)略為研究對象,深度分析鑫富藥業(yè)D-泛酸鈣產品業(yè)務所處的國內外競爭環(huán)境,并明確公司的優(yōu)劣勢,作為公司制定D-泛酸鈣產品市場發(fā)展戰(zhàn)略的依據,從而制定鑫富藥業(yè)D-泛酸鈣產品的相應業(yè)務發(fā)展策略。研究方法上,本文綜合運用文獻研究分析法、調查分析法、比較分析法等多種研究方法。研究顯示,鑫富藥業(yè)D-泛酸鈣的對外戰(zhàn)略目標應該是將鑫富藥業(yè)發(fā)展成全球生產規(guī)模最大、產品創(chuàng)新能力最強、產品結構合理、在全球D-泛酸鈣研發(fā)、生產與流通領域具有絕對話語權的D-泛酸鈣綜合供應商;對內業(yè)務戰(zhàn)略目標應該是為公司在醫(yī)藥市場的發(fā)展提供有效的上游支撐,通過產品創(chuàng)新和研發(fā)提供公司醫(yī)藥產業(yè)發(fā)展所需的D-泛酸鈣產品。為了實現以上戰(zhàn)略目標,鑫富藥業(yè)要加強研發(fā)創(chuàng)新、優(yōu)化D-泛酸鈣產品結構;要整合全球市場、重視新興經濟體需求;要以目標為導向、區(qū)別制定價格策略;并要建立直營銷售和代理銷售相結合的營銷渠道。本研究結論對于鑫富藥業(yè)D-泛酸鈣產品的業(yè)務發(fā)展策略的調整具有一定的指導意義,也能夠豐富管理學案例研究的成果,對于國內外其他企業(yè)發(fā)展戰(zhàn)略的指定也具有一定的理論指導價值。
[Abstract]:Xinfu Pharmaceutical Industry is one of the largest D- calcium pantothenate production enterprises in the world. It is the most advanced production technology and the strongest production capacity of D- calcium pantothenate production enterprises in China. Production and sales of calcium pantothenate is Xinfu pharmaceutical industry's current main business, but also the company's main source of profits. With the constant changes of economic situation at home and abroad, Xinfu Pharmaceutical Industry must re-examine the global D- calcium pantothenate market, make full use of the related theories of marketing, management, international trade and industrial chain integration, etc. The future development of the D- calcium pantothenate product market is analyzed to make the development strategy in line with the company's internal and external environment. This paper takes the business development strategy of D- calcium pantothenate, a leading product of Xinfu Pharmaceutical Industry, as the research object, deeply analyzes the domestic and international competition environment of the D- calcium pantothenate product business of Xinfu Pharmaceutical Co., Ltd., and makes clear the advantages and disadvantages of the company. As the basis of the company to formulate the D- calcium pantothenate product market development strategy, and to formulate the corresponding business development strategy of Xinfu pharmaceutical D- calcium pantothenate product. In the research method, this paper synthetically uses the literature research analysis, the investigation analysis, the comparison analysis and so on many kinds of research methods. The research shows that the external strategic goal of Xinfu Pharmaceutical D- calcium pantothenate should be to develop Xinfu Pharmaceutical Industry into the largest production scale in the world, the strongest product innovation ability, the rational product structure, and the research and development of calcium pantothenate in the global D- calcium pantothenate. D- calcium pantothenate integrated supplier with absolute right of voice in the field of production and circulation; the strategic goal of internal business should be to provide effective upstream support for the development of the company in the pharmaceutical market. Through product innovation and research and development to provide the company's pharmaceutical industry development needs of D-calcium pantothenate products. In order to achieve the above strategic goal, Xinfu Pharmaceutical Industry should strengthen R & D innovation, optimize the product structure of D- calcium pantothenate, integrate the global market, attach importance to the needs of emerging economies, make price strategies differently and take the goal as the direction; And to establish direct sales and agent sales combined marketing channels. The conclusion of this study has certain guiding significance for the adjustment of business development strategy of D- calcium pantothenate products in Xinfu Pharmaceutical Industry, and can also enrich the results of the case study of management. It also has certain theoretical guiding value for the designation of development strategy of other enterprises at home and abroad.
【學位授予單位】：浙江工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F272;F426.72

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