【作者】 张晓阳；

【导师】 王雪青；

【作者基本信息】 天津大学 ， 工商管理， 2004， 硕士

【摘要】 随着我国市场经济体制改革的深入和发展，越来越多的民营企业进入医药流通领域，而且我国加入WTO后，全面开放药品的分销服务市场，允许外商在中国从事采购、仓储、运输、批发、零售及售后服务等一系列经营活动，医药流通领域的竞争越来越激烈。因此，面对如此激烈的竞争环境，我国的医药流通企业必须重整自己的功能，重建自己的价值链，提高自身的竞争优势，才能在市场中立于不败之地。本文以湖南双鹤医药有限责任公司为研究对象，分析了公司管理现状、存在问题以及公司外部经营环境，利用价值链分析工具重新分析企业内部各种重要的价值活动，提出了整合供应链中上下游企业资源的方案，制定了采用联盟合作模式和市场连锁营销模式的营销战略及其实施办法。通过研究认为，采购是医药流通企业非常重要的价值活动，公司应从企业自身的实际情况出发，利用已有的优势资源，与主要供应商建立起联盟合作的采购模式和利益共同体。同时，销售是医药流通企业直接创造价值的重要活动，在竞争激烈的市场环境下，公司应迅速调整销售策略，与相关经销商建立一种优势互补的联盟合作销售模式。公司通过对采购和销售这两项重要价值活动的改革，可创造持久的竞争优势。更多还原

【Abstract】 With the development of market reform in China, more and more private enterprises are entering into the medicine circulation market, especially with China’s entry to the WTO, the foreign businessmen are authorized to purchase, store, transport, wholesale, retail medicines and to provide after sale services in China. Therefore, the competition of the medicine market will be more and more fierce. Facing this fierce competition, the Chinese medicine enterprises must adjust their own value chain in order to enhance their competitiveness and to be in an invincible position. This paper takes Hunan Shuanghe Pharmaceutical Co., Ltd. as the research subject, analyzes its current management situation, remaining problem, the external business environment, value chain and all kinds of internal value activities. And this paper also suggests the ways to upgrade its supply chain and alliance and chain-store marketing strategies.Based on the research, this paper found that the procurement is the most important value-creating activity in the medicine circulation enterprises. So, the Company should take its own advantages to make alliances with suppliers. In addition, the marketing is a direct value-creating activity of the medicine circulation enterprises. The Company should immediately adjust its marketing strategy and establish alliances with wholesalers and retailers which will benefits to both of them. By adopting the procurement and marketing strategies, the Company will create the sustained competitive advantage.更多还原