星云棋牌官网下载

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          “互联网+”环境下制药企业的优势与战略管理创新

          时间:2019-03-17 来源:中国管理信息化 作者:唐昌伟 本文字数:3765字

            摘    要: 星云棋牌官网下载当前互联网信息技术发展迅速,在各行各业都有应用,制药企业的销售活动在网络技术支持的条件下,有望取得较大突破,本文分析“互联网+”时代背景下制药企业所面临的经济环境,探究“互联网+”时代背景下制药企业的优势,思考“互联网+”对制药产业发展产生的影响,在此基础上提出一些制药企业战略管理创新的策略。希望本文的观点能为关注此话题的研究者提供参考意见。

            关键词: 互联网+; 制药企业; 战略管理;

            0、引言

            MUQIAN,GUOJIADUIGUOMINJIANKANGXIANGGUANCHANYEWENTIFEICHANGGUANZHU,BINGBANBUZHUDUOZHENGCETUIDONGZHIYAOXINGYEDEFAZHAN。TONGGUOFAHUI“HULIANWANG+”DEYOUSHI,TUIDONGJIANKANGCHANYEWEIGUANGDARENMINQUNZHONGMOUFUZHI。YOUYUYAOPINDEXIANSHANGXIAOSHOUBIXIANXIAXIAOSHOUGENGYOUYOUSHI,“XINYIGAI”ZHENGCEDEGONGZUOZHONGDIANSHISHIXIANGONGGONGWEISHENGSHIYEHEYILIAOWEISHENGSHIYEDEXINXIHUAMOSHI。ZHIYAOQIYELIYONGXINXIJISHUZHENGHEZIYUAN,SHIXIANQIYEYUQIYE、QIYEYUXIAOFEIZHEZHIJIANDEHULIANHUTONG,DAZAOQUANXINDEFAZHANGEJU。

            1、“互联网+”时代背景下制药企业的环境分析

            GUOJIJINRONGWEIJIDUIQUANQIUJINGJIDEYINGXIANGFEICHANGMINGXIAN,SHIZHIJINRIQUANQIUJINGJIRENGRANSHIZHENGTIZENGSUFANGHUANDEQINGKUANG。JIUJINGJIZENGZHANGZHEIYIFANGMIANERYAN,MEIGUO、HANGUO、RUIDIAN、YINGGUO、DEGUO、FAGUO、ZHONGGUOZHEIXIEGUOJIADEJINGJITIZHENGZAIHUANMANSHANGSHENG。QIZHONG,MEIGUOJINGJIDEFAZHANQINGKUANGBIJIAOHAO,CHENGXIANWENJIANFUSUDETAISHI。OUZHOUDIQUDEJINGJITIFUSUZEBIJIAOWULI,ERRIBENYIDUCHUXIANLETINGZHIFAZHANDEBULIANGQINGKUANG。LINGWAISHIJIEFANWEINEIHAICUNZAIYIXIEXINXINGHEFAZHANZHONGDEJINGJITI,ZHEIXIEJINGJITIDEZENGSUZESHIZHENGTIFANGHUANDEZHUANGTAI。ZAIGUONEI,SUIRANZHENGTIJINGJIFAZHANZENGSUFANGHUAN,DANSHICONGZHENGTISHUIPINGLAIKAN,RENGRANBAOCHIZHEBIJIAOPINGWENDELIANGHAOZHUANGTAI。GENJUGUOJIATONGJIJUDUIWAITIGONGDESHUJU,2018NIAN,ZHONGGUOGUONEIDESHENGCHANZONGZHIYIJINGDADAOLE90WANYIYUAN,YIKEBIJIAGEJINXINGJISUAN,YUQUNIANXIANGBI,ZENGZHANGLIANGWEI6.6%,SHIXIANLE6.5%DEYUQIFAZHANMUBIAO。YIJIDUWEIDANWEIJINXINGHUAFEN,GEGEJIDUDETONGBIZENGZHANGLIANGFENBIEWEI6.8%、6.7%、6.5%、6.4%。QIZHONGTONGBIZENGZHANGLIANGCHENGXIANCHIXUTIGAOTEZHENGDESHIFUWUYE。ZAIGUOMINJINGJISHUIPINGPINGWENYUNXINGDELIANGHAOBEIJINGXIA,YIWEIZHESHEHUIQUNZHONGGENGYOUNENGLIGUANZHUZISHENDEJIANKANG,HUISHIFANGCHUGENGDADEYILIAOXUQIU,WEIZHIYAOQIYESHICHANGGUIMODEKUODATIGONGYOULITIAOJIAN。

            2、“互联网+”时代背景下制药企业的优势分析

            2.1、省去中间环节,降低药品销售价格

          星云棋牌官网下载   ZAIXINXIZIYUANBUDUANFAZHANHEKEXUEJISHUBUDUANGENGXINDEQIANTIXIA,“HULIANWANG+”DEYIXUNSUJINBU。ZAI“HULIANWANG+”JISHUDEZHICHIXIA,CHANYEJINGJISUOFUGAIDELINGYUBUDUANKUODA。ZAIYOULEGENGWEIFANGBIANDETONGXINGONGNENGZHIHOU,CHUANMEIJIZHIYINGYUNERSHENG,DAZAOLEGONGNENGGENGWEIQIANGDADEXIANSHANGXIAOSHOUTIXI,BUJINZENGQIANGLEQIYEDEYINGXIANGLI,ERQIEQIYESUOSHUXINGYEDEHAOZHAOLIYEMINGXIANJIADA。PINPAIZHIMINGDUDETISHENG,WEIGOUJIANJINGJIGONGXIANGJUMIANDIANDINGLIANGHAOJICHU,SHIDEGENGDUODECHANPINKEYIZAIXIANSHANGJINXINGXIAOSHOU。“HULIANWANG+”SHIYIZHONGSHANGYEMOSHI,WEICHUANTONGZHIYAOQIYEDEFAZHANDAILAIQIJI。ZHIYAOQIYEXIAOSHOUHUODONGZAIHULIANWANGPINGTAISHANGJINXING。ZUIMINGXIANDEYOUSHIJIUSHINENGGOUTIAOGUOQIZHONGDEZHONGJIANHUANJIE,GOUJIAN“ZHICHANZHIXIAO”DEJINGYINGMOSHI。

            ZAIYAOPINCHANYEDEJINGYINGZHONG,YUNYONG“HULIANWANG+”JINGYINGMOSHI,NENGDADAOJIANSHAOZHONGJIANDEXIAOSHOUHUANJIE,NENGLVEGUOYAOPINJINGXIAOSHANGDEHUANJIE,SHENGQULEHENDUODEZHONGJIANSHANG。CISHIYAOPINDEXIAOSHOUJIAGEZIRANERRANHUIYOUSUOJIANGDI。FENXIWOGUOCHUANTONGDEYIYAOXIAOSHOUHUODONG,KEYIFAXIANYAOPINJINGXIAOSHANGHEZHONGJIANSHANGSHIQIZHONGBUKEQUESHAODEBUFEN。ZHIYAOQIYEFUZESHENGCHANYAOPIN,YAOPINJINGXIAOSHANGHUICONGQIYEPIFAYAOPIN,JINGYOUZHONGJIANSHANGZHUANYUNZHIGEDAYAODIANXIAOSHOU。YOUYUZHONGJIANHUANJIEGUOYUFANSUO,DAOZHIYAOPINYUNSHUDECHENGBENDADAZENGJIA,SHIYAOPINDEJIAGEJUGAOBUXIA。ZAIWOGUOYAOPINCHANYEZHONGRONGRU“HULIANWANG+”HUIWEIZHIYAOQIYETIGONGGENGWEIZHIJIEDEYAOPINXIAOSHOUQUDAO,ZHIYAOQIYENENGGOUZICHANZIXIAO,YUEGUOJINGXIAOSHANG、ZHONGJIANSHANG,RUCIYILAILAOBAIXINGGOUMAIYAOPINDEFEIYONGJIUHUIYOUSUOJIANSHAO。

            2.2、“互联网+制药企业”发展空间广阔

            目前,市场经济正面临着一轮新的发展热潮,展开互联网转型活动。已经有发展成熟的线上购物模式,其中最具代表性的是京东、淘宝、天猫、拼多多。移动互联网的第三方线上体系在销售后期发挥着非常核心的作用。互联网经济的产生是一种颠覆,对传统产业的影响非常大,在此期间出现了很多新的产业形态。互联网销售出现了新的领域,就是医药销售、医药服务[1]。
           

          “互联网+”环境下制药企业的优势与战略管理创新
           

          星云棋牌官网下载   “HULIANWANG+YIYAOCHANYE”DECHANSHENGHUIJINYIBUKUOZHANWOGUOYIYAOXIAOFEISHICHANGDEGUIMO。DANGQIAN,ZHONGGUODEWANGMINSHULIANGYIJINGDADAOYIDINGGUIMO,QIZHONGSHOUJIWANGMINSHULIANGJUDA,JIHUZAICHENGSHIFANWEINEIYIJINGPUJI。ERXUANZEZAIWANGSHANGGOUWUDERENMINQUNZHONGSHULIANGYEZAIJIJUZENGJIA。YOUCIKEJIAN,WANGSHANGGOUWUSHIYIZHONGCHAOLIUQUSHI,ZHEISHUOMING“HULIANWANG+YIYAOCHANYE”DEFAZHANYOUJIANSHIDEYONGHUJICHU。2018NIAN5YUE23RI,ZHONGGUOCHANYEXINXIYANJIUWANGFABULE《ZHONGGUOYAOPINLINGSHOUSHICHANGXIAOFEIQUSHIBAOGAO》。GAIBAOGAOZHENDUIYAODIANDEWANGSHANGXIAOSHOUEJINXINGFENXI,YU2017NIANYAOPINZAIWANGSHANGYIWANCHENGDEJIAOYIDA61YIYUAN。ZHEIYISHUJUYU2016NIANDEJIAOYIEXIANGBIZENGZHANGEDUFEICHANGDA,FUDUWEI53.56%。ZAIZHONGGUOFANWEINEI“HULIANWANG+YIYAOCHANYE”YOUZHEJIAODADEFAZHANKONGJIAN,WEICHUANTONGZHIYAOQIYETIGONGLEKUODAGUIMO、GAISHANXIAOYIDELIANGHAOQIJI。

            3、“互联网+”时代背景下制药企业战略管理创新

            3.1、降低药品销售价格,优化用户购物体验

          星云棋牌官网下载   SHEHUICHUYU“HULIANWANG+”BEIJINGXIA,ZHIYAOQIYEZAITUOZHANXIAOSHOUYAOPINQUDAODEGUOCHENGZHONG,HUIBIJIAOKANZHONGZISHENLIYI,SHIYAOPINDEXIAOSHOULIRUNNENGGOUZENGJIA。ZAIXINXIHUAZHUANXINGDEDAOLUSHANG,YINGJIJIJIANLIWANGLUOXIAOSHOUPINGTAI,WEIYAOPINDEXIAOSHOUGOUJIANZHIXIAOZHICHANDEMOSHI。CONGZHONGGUOGUOQINGLAIKAN,YAOPINDEXIAOSHOUJIAGEYIZHIJUGAOBUXIA,GUODUODEZHONGJIANHUANJIESHIZHONGYAOYUANYINZHIYI。DUIYUZHIYAOQIYELAISHUO,ZHANLVEGUANLIYINGCONGJIANLIHULIANWANGXIAOSHOUPINGTAIRUSHOU,JIANGYAOPINDEXIAOSHOUHESHENGCHANHUODONGLIANXIQILAI,SHIXIANYITIHUA,ZHEIHUICUJINZHIYAOQIYEZAIJILIEDESHICHANGJINGZHENGZHONGCHUYUGENGYOULIDEWEIZHI。ZHIYAOQIYEDEGUANLIZHEXUYAOSHENRUFENXIQIYEFAZHANCUNZAIDEBUZUZHICHU。YAOPINDEXIAOSHOUHUODONGBUNENGZAIDANYIDIYILAIYUQIYEDEJINGXIAOSHANGHEXIANXIADEZHONGJIANSHANG。ZAIFAZHANGUOCHENGZHONG,YAOZHUZHONGXIANSHANGXIAOSHOUQUDAODEFAZHAN,TIXIANDUOYUANHUATEZHENG。BAMANZUQUNZHONGDEXUQIUZUOWEIFAZHANFANGXIANG,ZAIWANGLUOSHANGJIANLINENGGOUSHUNCHANGYUNXINGDEYAOPINXIAOSHOUTIXI。CHUCIZHIWAI,ZHIYAOQIYEYAOXIANGJIANKANGFAZHAN,HAIYINGDANGZONGHEFENXIYAOPINXINGYEDEFAZHANQUSHI,ZHENGQUZAISHICHANGFANWEINEIZHANJUGENGYOULIDEWEIZHI,WEIGUANGDARENMINQUNZHONGTIGONGJIAGEHELI、WUMEIJIALIANDEYILIAOYAOPIN。WANSHANYUWANGLUOXIAOSHOUXIANGPEITAODEPEISONGFUWU,SHIGUANGDARENMINQUNZHONGXIANGSHOUDAOYOUZHIDEGOUWUTIYAN[2]。

            3.2、对管理理念加以创新,坚持实现共赢

          星云棋牌官网下载   YIGEQIYEDEFAZHANYUGUANLILINIANYOUZHEFEICHANGJINMIDELIANXI,ZUOWEIQIYEDELINGDAOZHEYAOYISHIDAOCHUANGXINGUANLILINIANDEZHONGYAOXING,ZAICIJICHUSHANGYOUHUAGUANLICUOSHIDUIQIYEDEYINGXIANG。CONGCHUANTONGMOSHILAIKAN,QIYEFEICHANGZHONGSHIYUQITACHANGSHANGZHIJIANDEHEZUO,ZHEIZHONGGUANLILINIANDETUCHUYOUSHISHIHUIJIANGDISHENGCHANCHENGBEN,CUJINQIYEDEFAZHANGENGWEIMINGXIANXUNSU。DANSHISHEHUIJINRUDAO“HULIANWANG+”DESHIDAIZHIHOU,ZHEIZHONGZAICHENGBENFANGMIANDEYOUSHIBUZAITUCHU。WANGLUOLAJINLEQIYEHEYONGHUZHIJIANDEJULI,MANZUYONGHUDEDUOYUANHUAXUQIUCHENGWEIKENENG。ZAICITIAOJIANXIA,QIYEZHUANBIANGUANLILINIANXIANDEYOUWEIZHONGYAO。DUISHENGCHANHUODONGDEGUANLIHEKONGZHIYINGDANGTIXIANXINCHANGTAITEZHENG。ZAICHUANGXINGUANLILINIANDELICHENGZHONG,NENGYISHIDAOYUANYOUDECUOWULINIANFEICHANGGUANJIAN,JINHOUSUOYAOJIANCHIDELINIANYINGBASHIXIANGONGYINGFANGZAIZHUTIWEIZHISHANG,SHIDEQIYENENGGOUSHUNLISHIYINGHULIANWANGSHIDAIBEIJINGXIADESHICHANGJINGJIHUANJING。

            3.3、简化管理层次,构建扁平化的管理框架

            CHUANTONGMOSHIXIA,ZHIYAOQIYEYEHUISHISHIYIXILIEDEGUANLIZHANLVE,CISHIXINXICHUANDIXUYAOJINGGUODUOGECENGCI,ZHEIZHONGGOUTONGFANGSHICUNZAIJIAODAQUEXIAN,BUJINWUFABAOZHENGXINXICHUANDIDESHIXIAO,ERQIEXINXISUOYAOBIAODADEYIXIANGYEYOUKENENGFASHENGBIANHUA,ZHEIJIUYIWEIZHEGUANLIRENYUANHEYUANGONGZHIJIANDEGOUTONGCUNZAIZHANGAI。ZHANGCIYIWANG,RONGYIDAOZHIYONGHUDEXUQIUSHIZHONGDEBUDAOZHENZHENGMANZU,DAOZHIQIYEDEXIAOSHOUEGUOYUDIMI。YOUCIKEJIAN,CHUANTONGDEJINGYINGGUANLICUNZAIXINXIHUABUZUDEQUEXIAN。DUIYUZHIYAOQIYELAISHUO,DUIZHEIZHONGXINXICHUANDIMOSHIJINXINGCHUANGXINHENYOUBIYAO,YINGGAIDUI“HULIANWANG+”XINXICHUANDIYOUSHENRUDEFENXIHEYANJIU,YICICHUANGXINQIYEDEGUANLIMOSHI。CISHIQIYEYUSHICHANGHUANJINGDEPIPEIDUJIUHUIDEDAOMINGXIANTIGAO。CHUANGXINGUANLIMOSHI,BAOZHENGSUOGOUJIANDEGUANLIKUANGJIACHENGXIANMINGXIANDEBIANPINGHUATEZHENG,YEJIUSHIJIANHUAQIYEYUANYOUDEGUANLICENGCI,SHIDEXINXICHUANDIDEXIAOLVHEZHUNQUEXINGDADATIGAO。WEILEBAOZHENGBIANPINGHUADEGUANLIMOSHIQUDEYIDINGGUANLICHENGXIAO,YAOZHONGSHIZUZHIDUOZHONGDUOYANGDEXINXIJISHUPEIXUNHUODONG,SHIYUANGONGDEZONGHESUZHIHEDUIXINXIJISHUDESHIYONGSHUIPINGHUODETIGAO。

            3.4、实现对药品销售价格和销售过程的动态监督

            ZONGHEKAOLVZHIYAOQIYEDEXINGYETEZHENG,XUYOUXIAOYINGDUIQIZHONGCUNZAIDEYIXIEXIANSHIWENTI。SHOUXIAN,YAOKAOLVDAOJIAGEDEZHIXINGQINGKUANG,DUICIXUJIANLIYIYAOJIAGEDONGTAIJIANDUTIXI。JIANLIZHUANMENDEJIANDUPINGTAI,GENZONGYIYAOJIAGEDEDONGTAIBIANHUAQINGKUANG。ZAIGAIJIANDUTIXISHANGRUZHULEDUOJIAYILIAOJIGOU,GAIZHEIXIEJIGOUWANCHENGZHUCE,MINGQUEZERENHEZHIQUAN。SUIZHEXIAOSHOUHUODONGDECHIXUJINXING,YAOPINXIAOSHOUFANGYINGDINGQIZAIDONGTAIJIANDUTIXISHANGGENGXINYAOPINDESHIJIXIAOSHOUJIAGE。YIGAIPINGTAICAIJIDAODEXINXIWEIYIJU,SHENCHAYAOPINZAIWANGLUOPINGTAISHANGDEXIAOSHOUQINGKUANG,BIMIANCHUXIANSHIJIYAOJIAYUGUIDINGJIAGEYOUHENDACHURU。GUANGDALAOBAIXINGYENENGZAIZHEIYIPINGTAISHANGCHAKANXIANGGUANXINXI,ZAIGAIPINGTAISHANG,LAOBAIXINGYOUJUBAOHEFANYINGBULIANGQINGKUANGDEQUANXIAN,CISHIYIYAOCHANPINJIAGETOUMINGXINGJIUYOULEBAOZHANG。ZHIYAOQIYEMIANXIANGSHUTONGTUJINGJIANLIGENZONGPINGTAI,DUISUOYOUYAOPINDEWAIBAOZHUANGJINXINGBIANHAO,SHIXIANYOUXIAOJIAMI。YOULEBIANHAO,GENZONGCHANPINCONGSHENGCHANDAOSHIYONGDEQUANGUOCHENGJIUCHENGWEIKENENG[3]。JIANLIGENZONGYAOPINDEQUDAO,NENGFANGBIANXIAOFEIZHEJIANYANYAOPINDEZHENJIA,YIDANYAOPINCHUXIANWENTI,YOUXIAODESHUTONGQUDAONENGGENGSHUNLIZHUIJIUZERENREN,YENENGSHUNLICHAXUNDAOYAOPINXIAOSHOUQUANGUOCHENGSUOJINGLIDEQUANBUGUOCHENG,SHIANJIANCHABANYOULEFEICHANGKEKAODEZHENGJU。

            4、总结

          星云棋牌官网下载   ZONGSHANGSUOSHU,“HULIANWANG+”SHIDAIBEIJINGXIAZHIYAOQIYEYAOZHONGSHIZHANLVEGUANLICHUANGXINCELVEDESHISHI,YIJIANGDIYAOPINXIAOSHOUJIAGE,YOUHUAYONGHUGOUWUTIYAN,DUIGUANLILINIANJIAYICHUANGXIN,JIANCHISHIXIANHEZUOGONGYING,JIANHUAGUANLICENGCI,GOUJIANBIANPINGHUADEGUANLIKUANGJIA,SHIXIANDUIYAOPINXIAOSHOUJIAGEHEXIAOSHOUGUOCHENGDEDONGTAIJIANDU。ZHIYAOQIYEYAOZHUAZHUSHIDAIJIYU,YONGGANYINGJIETIAOZHAN。FAHUIXINXIJISHUHEWANGLUOPINGTAIDEYOUSHI,JIEJUEYAOPINXIAOSHOUXIANCUNWENTI,SHIXIANZHONGGUOYIYAOCHANYEDECHUANGXINXINGFAZHAN。

            参考文献

            [1] 李烨,李元元,马梦飞,等.“互联网+”背景下医疗健康产业的创新发展探讨[J].化工管理,2018(29):13-14.
            [2] 胡伟.“互联网+”时代背景下的企业战略管理创新分析[J].海峡科技与产业,2018(8):35-37.
          星云棋牌官网下载   [3] 余华.互联网+时代礼来中国营销策略研究[D].厦门:厦门大学,2017.

            唐昌伟.“互联网+”时代背景下制药企业战略管理创新[J].中国管理信息化,2020,23(05):111-112.
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