导　　师： 曾萍

学科专业： 1251

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 进入21世纪，随着科技的发展，以及环保意识的加强，新兴绿色低碳产业正在成为引领未来经济社会发展的重要力量，世界主要国家纷纷调整发展战略，大力培育新兴产业，抢占未来经济科技竞争的制高点。国家十二五期间，将生物医药产业列为战略性新兴产业，放射治疗产业是医药领域中重点支持发展的子项目。国家政策的支持，为精确放疗行业的发展提供了前所未有的机遇。 虽然政策利好，但形势的发展并不乐观。在金融危机和欧债危机影响下，世界经济持续低迷，中国经济增速减缓，行业内跨国企业将亚太市场视为重点市场，逐鹿中国，基本上垄断了国内放疗高端市场，并逐步向中端市场渗透；而本土精确放疗企业在中低端市场竞争激烈，随着企业各种成本增高，致使利润缩水，企业扩张资金不足，放疗企业发展存在着威胁。 GH公司是一家专注于精确放疗产品的研发生产型企业，公司研发实力强，产品在中端市场具有品牌优势，如何制定有效的竞争战略，克服现有困难、把握发展机遇，成为GH公司当前重要问题。 本文依据战略管理学理论，在采用PEST模型分析GH公司的宏观环境、五力模型分析GH公司微观环境后，运用价值链模型分析GH公司的研发、财务、人力资源、生产、营销、服务等能力。总结得出，GH公司的竞争优势与机会主要集中在强大的研发实力、优良的产品性能、巨大的市场需求方面；但同时存在高端市场被垄断、产品利润低、人力资源管理薄弱等威胁和劣势。在采用SWOT模型分析后，最后提出GH公司采用差异化的市场竞争战略，并提出了具体实施方案，以期对GH公司的发展具有现实意义。 Entering the21st century, with the development of science and technology, as well as thestrengthening of environmental awareness, green low carbon industry is emerging as a leadfuture economic and social development important force, the world's major countries have toadjust development strategy, vigorously foster emerging industries, grab the commandingheights of the economy of science and technology competition in the future. Nationalfive-year period, the biological pharmaceutical industry as a strategic emerging industries,radiation treatment industry is the key support the development of medical field. The supportof national policy, for the development of precise radiotherapy industry provides anunprecedented opportunity. Although the policy is good, but the development of the situation is not optimistic., dueto the impact of financial crisis and the debt crisis in the world economy continues to weaken,China's economic slowdown, industry multinational enterprises focus on the asia-pacificmarket as market, both in China. In addition, the enterprise competition and increased costs inthe industry at a low price, the margins, enterprise expansion fund shortage; Alternatives tothe impact on the market is always exist, radiation there is a threat to enterprise development. Based on strategic management theory, using PEST model to analyze the macroenvironment of GH company, five model after the analysis of GH company microenvironment, using the value chain model analysis of GH company's research anddevelopment, finance, human resources, production, marketing and service ability. Concluded,GH company's competitive advantage and opportunities are mainly concentrated in thepowerful r/&d strength, excellent product performance, the huge market demand; But at thesame time there are high-end market is monopoly, the product profit is low, weak threats andweaknesses such as human resources management. After using the SWOT model analysis,and finally puts forward GH company adopts differential market competition strate

关 键 词： 竞争战略 外部环境分析 资源能力 核心竞争力 战略目标

领　　域： [经济管理] [经济管理]