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1、独 创 性 声 明本人声明所呈交的学位论文是本人在导师指导下进行的研究工作及取得的研究成果。据我所知，除了文中特别加以标注和致谢的地方外，论文中不包含其他人已经发表或撰写过的研究成果，也不包含为获得电子科技大学或其它教育机构的学位或证书而使用过的材料。与我一同工作的同志对本研究所做的任何贡献均已在论文中作了明确的说明并表示谢意。签名：胡松柏日期： 2006 年 6 月 16 日关于论文使用授权的说明本学位论文作者完全了解电子科技大学有关保留、使用学位论文的规定，有权保留并向国家有关部门或机构送交论文的复印件和磁盘，允许论文被查阅和借阅。本人授权电子科技大学可以将学位论文的全部或部分内容编入有关
2、数据库进行检索，可以采用影印、缩印或扫描等复制手段保存、汇编学位论文。（保密的学位论文在解密后应遵守此规定）签名：胡松柏导师签名：唐小我日期： 2006 年 6 月 16 日摘要摘要医药行业关系到人们的生存和健康，广泛的受到重视。我国医药行业自改革开放以来保持着较快的增长，其潜力巨大，正处于黄金时期，已经成为国民经济的重要组成部分。鉴于我国已经加入世界贸易组织，医药行业正面临着日益激烈的国际竞争。在这样的情况下，中小医药企业如何调整自身的产品结构，制定相应战略就显的尤为重要。本论文研究的对象HS 药业公司，就是处于这样环境下的中型企业。论文先从 HS 药业公司的外部环境和内部环境进行分析。其中
3、外部环境主要从企业的经济、文化、环境、人口、政治五方面进行分析，内部环境主要从企业内部的有形资源（财务资源、实物资源、技术资源）和无形资源（经营能力、企业形象、人力资源）二大方面进行分析。最后根据外部因素评价（EFE）矩阵理论，对企业在外部环境下的利用机会和规避风险能力进行分析，得出企业具体的优、劣势。同时根据竞争态势矩阵(CPM)理论，使企业与本行业知名企业和本地区代表性的医药企业进行对比，得出在行业中地位以及薄弱环节。在对企业整体情况分析后，再对该公司连续 5 年的上市年报进行分析，得出该公司销售收入一直以来主要依靠该公司主要产品鼻炎舒产品来支撑的结论。为了更加透彻的分析该公司的产品结构情
4、况，本论文针对 HS 药业公司有代表性的5 类产品为对象，分别采用波士顿矩阵、通用电器（GE）矩阵法和产品组合分析法三个分析工具从三个不同角度对现有产品结构进行分析，得出企业在产品在结构方面主要存在三方面的现状，即，若未来鼻炎舒产品出现竞争力下降情况，企业将没有现金流产品来支撑公司发展。企业现有三七通舒胶囊所在行业中有较强的吸引力。企业产品组合中，产品宽度为 3。除去耳鼻喉类产品外，其他类产品的长度均为 1。最后，针对该中药行业及公司情况，结合公司现在的产品深度和宽度问题，提出公司在未来产品结构的四种不同的调整方向。即：维持现状、只增加产品宽度、只增加产品深度、既增加宽度也增加深度。以及在这四
5、种产品结构下，企业在研发、营销等方面给出适合企业发展的不同战略。同时根据企业的不同战略分别说明企业在研发（内部研发和外部研发）、营销（人员、渠道、利润）、品牌（品牌的命名、名牌价值的建立、品牌的形象、全球化品牌战略）等三方面如何具体的实施和执行。iii摘要关键词：产品结构调整，战略选择，研发，品牌ivABSTRACTABSTRACTPharmacy industry has great relationship with peoples surviving and health thushas been much emphasized. It is highly potential and h
6、as been growing continuouslyfast. Specifically, Chinese pharmacy industry has developed more quickly than it hadeven been since China opened for world. It has become the important prop of thenational economy. By virtue of the fact that China has entered into WTO, pharmacyindustry is now confronted w
7、ith intense competition. In this situation, it is veryimportant to establish valuable development strategy. HS medical company, the objectthis dissertation researched, is just a middle enterprise under such circumstance.First this dissertation does a particular analyze from the exterior and interior
8、conditions. As to the exterior condition, it analyze mainly from the economic, culture,environment, population and politics, the five aspects of the enterprise. While as to theinterior conditions, it expatiates respectively from the material and immaterial resources.At last it does an analyze about
9、the enterprises using a chance and eluding the riskbased on the EFE matrix theory under the exterior conditions and comes to theenterprises holistic material numerical value to analyze its material predominance andinferior position. At the same time, it compares the enterprise with the famousenterpr
10、ises about this industry and representational enterprises in this area and comes tothe status in the industry and the weakness.After analyze of the enterprises whole condition, it analyses the enterprisesconsecutive 5 years annals about coming into the market and comes to this companysdistribution i
11、ncome relied on the main product rhinitis-easy all the time to support theconclusion. In order to analyze the structure conditions of the companys products moreintensively, this dissertation aimed at the representational 5 kind products of the HSmedicine company respectively adopt three analyze tool
12、s, the Boston matrix theory, GEmatrix theory and products combination analysis to analyze the existing products fromthree points of view and comes to the three main conditions existing in the structureaspect of enterprises products, that is (1)if the competition ability of the rhinitis-easyvABSTRACT
13、products reduced, the enterprise would has no cash flow products to support thecompanys develop. (2)The existing SANQI take orally liquid has strong attraction inthe industry. (3)The width of the products is 3, the other products width is 1,eliminating the E.N.T. Products.At last, aimed at this Chin
14、ese traditional medicine industry and the condition ofthe company, combined with the depth and width problem of the existing products, itput forward the four different regulate directions(maintain the actuality, only enhancethe width of products, only enhance the length of products, both enhance the width andthe length of products)in the futures products structure, in additional, under the fourstructures of the products, the enterprise present the different tactics as to the researchand sales aspects that are suitable for the develop o
