Reward score: the question ended 200-9 days and 6 hours ago.
Need a "long" article "big" theory! !
Or simply introduce how swot is used to analyze off-site management! ! !
Questioner: Anonymous
Answer *** 2
First, SWOT analysis
1, strength analysis (strength analysis)
Traditional Chinese medicine (also known as natural medicine) has a long history of production and use in China. Because of its ups and downs, processing and processing, it is known as chinese odyssey. China is rich in traditional Chinese medicine resources, with 35 categories, 43 dosage forms and more than 5,000 kinds of Chinese patent medicines, ranking first in the world. There are many kinds of traditional Chinese medicine compounds, which provide a unique source for the development of new drugs and health food. In particular, the advantages of traditional Chinese medicine, such as little or no toxic side effects, no drug resistance and unique curative effect on some difficult diseases, chronic diseases and senile diseases, have attracted the attention of many countries in the world and have turned their attention to the research of traditional Chinese medicine. For example, the Japanese government has allocated 1996 to 100 billion yen for the research of traditional Chinese medicine, and plans to study 10 varieties every year.
2. Vulnerability analysis.
At present, the annual sales of international Chinese herbal medicine market is 654.38+06 billion US dollars, of which China only accounts for 3% of the market share, and most of them are Chinese herbal medicine raw materials and health care drugs, which is extremely disproportionate to China's position as the birthplace of Chinese medicine. Due to the lack of due attention to the intellectual property rights of traditional Chinese medicine, some precious ancient prescriptions, proven prescriptions, ancestral secret recipes, Mongolian medicines, Tibetan medicines and other special varieties have lived among the people for a long time, and some have even been bought by foreign businessmen at low prices. At the same time, foreign businessmen also take advantage of China's defects in intellectual property management to occupy Chinese medicine resources for free and make huge profits. 1994, the annual sales of "Jiuxin Pill" developed by Japan on the basis of imitating China's "Liushen Pill" exceeded 1 100 million USD. South Korea also copied China's "Niuhuang Qingxin Pill" with an output value of more than 70 million US dollars. Japan and South Korea have seized more than 70% of the international market share of proprietary Chinese medicines, and even exported "foreign Chinese medicines" to China. The import and export of Chinese medicines have been in a deficit state.
3, Opportunity Analysis (opportunity analysis)
China's entry into WTO.
Recently, the bilateral negotiations and multilateral process of China's accession to the World Trade Organization have entered the final sprint stage, and China's accession to the WTO is not far off. According to the free trade agreement, tariff barriers and artificial restrictions among member countries will be abolished after China's accession to the WTO, and Chinese medicine can enter the markets of various countries on an equal footing with the advantages of resources, labor and price, which brings rare opportunities for the development of Chinese medicine industry. At the same time, an important clause in WTO is intellectual property protection. Chinese medicine enterprises should make full use of legal means to protect their intellectual property rights and safeguard their legitimate rights and interests.
(2) The international status of Chinese medicine has been improved.
With the emergence of toxic side effects of chemicals, the increasing number of drug-induced diseases, and the high development cost and medical expenses in biochemical drugs, people began to call for returning to nature, hoping to use natural drugs and green plants for disease treatment and health care. From the rise of herbal medicine market in North America, Western Europe and other countries to the confirmation of "World Traditional Medicine Day", it shows that the social environment conducive to the development of Chinese medicine is gradually taking shape. Traditional Chinese medicine presents a new trend of entering the mainstream society. Apart from Hong Kong, Australia, Singapore and Thailand have all applied for granting legal status to TCM. Chinese medicine has been widely used in Southeast Asia, Japan, South Korea and other countries. Some countries in Europe and America are gradually improving the restrictions on traditional Chinese medicine.
4. Threat analysis.
(1) Strengthen the quality management of traditional Chinese medicine.
As we all know, GMP certification is the first condition for drugs to enter the international market. However, few Chinese medicine enterprises have passed GMP certification, and the quality management system of drug production has not reached GMP standards, so Chinese medicine has not been recognized internationally. In recent years, an important reason why China's APIs have been banned is the impact of drugs from Indian companies that have basically completed GMP transformation. At present, there is still a lack of unified standards in the cultivation, production, determination of effective components, toxicological efficacy test, quality inspection, packaging and storage of traditional Chinese medicine in China. Chinese medicine enterprises should strive to build production bases that meet the requirements of international standards to ensure the safety, effectiveness and stability of drugs.
(two) to promote the reform of traditional Chinese medicine dosage forms.
The decoction method, a traditional Chinese medicine, has obvious curative effect, but it is difficult for westerners to master the process and duration of suffering. In addition, Europeans and Americans generally pursue immediate results. Chinese medicine enterprises should vigorously promote the reform of dosage forms of Chinese patent medicines, and develop into modern dosage forms with three effects (quick-acting, long-lasting and efficient), three small (small toxicity, small side effects and small dosage) and three convenient (easy to store, carry and take); Concentrated pills, oral liquids and soft capsules will be developed; External medicine should be reformed into cream, film and cream; Develop decoction pieces and granules of traditional Chinese medicine without frying.
Second, the market region analysis
1, market segmentation
According to the difficulty of traditional Chinese medicine entering the international market, the international market of traditional Chinese medicine can be divided into four categories:
The first is the Southeast Asian market. There are many Chinese in Southeast Asian countries, and most governments admit that Chinese medicine is on trial sale in China, and Chinese patent medicines are widely used. In addition, Singapore imports about 20,000 tons of Chinese herbal medicines from China every year, Malaysia imports 8,000 tons of Chinese herbal medicines every year, and Thailand needs about 50 million dollars of Chinese herbal medicines every year, so this market is the largest and relatively easy to enter.
The second is the Japanese and Korean markets. Influenced by China culture, Japanese and Koreans have formed today's TCM and TCM prescriptions. At present, there are 233 kinds of prescription preparations of traditional Chinese medicine listed in the medical insurance catalogue in Japan, but among the 506 kinds of medicinal materials recorded in various pharmacopoeias in Korea, only 62 kinds have the same name as traditional Chinese medicine, and the rest are the same. The two countries also make full use of China's rich resources of Chinese herbal medicines to process and produce Chinese herbal medicines. Japan is the largest importer of Chinese herbal medicines, while South Korea mainly imports other Chinese herbal medicines except Korean ginseng from China. Therefore, it is less difficult for Chinese medicine to enter Japan and South Korea.
The third is the European market. European countries have strict requirements on the import of traditional Chinese medicine. Compared with Japan and South Korea, it is more difficult for Chinese medicine to enter the European market. With the change of understanding of traditional Chinese medicine, the number of imported traditional Chinese medicine in western European countries has also increased in recent years. Germany, France, Britain, Italy, Spain, Belgium and the Netherlands are the countries that import the most.
The fourth is the American market. Traditional Chinese medicine must pass FDA certification to enter the American market, which is high in cost and high in risk, so it is the most difficult to enter. At present, the United States government is relaxing the restrictions on the import of traditional Chinese medicine. Recently, the approval law for the listing of botanical drugs in the United States and the research guide for botanical drugs have been specially promulgated, and botanical drugs containing compound preparations have been accepted as therapeutic drugs. Compound Danshen Dripping Pills and Yinxingling, which were approved for production in China, passed the preliminary examination of clinical research of new drugs by FDA.
2. Market positioning.
The internationalization of traditional Chinese medicine must first break through the most accessible Southeast Asian market. Chinese medicine enterprises can adopt the strategy of exporting Chinese patent medicines and Chinese herbal medicines at the same time, and promote the export of Chinese medicine through cooperative research and development with foreign companies. They can also receive standardized tests abroad, obtain drug certification and registration, and directly produce and sell them abroad.
In Japan and South Korea, Chinese medicine enterprises can strengthen R&D cooperation, and Chinese medicine will enter these two markets on a large scale through product registration. However, domestic Chinese patent medicines lack complete scientific data in terms of safety, quality and curative effect, and their competitiveness is not as good as that of traditional Chinese medicine. According to statistics, at present, the world trade volume of Chinese patent medicines is more than 5 billion US dollars, of which China's exports only account for 10% and Japanese accounts for 60%. Therefore, Chinese medicine enterprises should focus on improving the scientific and technological content of drugs.
Chinese medicine enterprises can choose varieties that meet the market demand and have significant curative effects to enter the European market, and provide clinical data that meet international standards in order to obtain the approval of drug registration.
Finally, Chinese medicine enterprises can first enter the American market in the form of health food and over-the-counter drugs, and then apply for product certification or FDA certification in this country after gaining a stable market share until they are successfully registered and gradually occupy the market. According to FDA regulations, Chinese medicine products enter the American market in the form of health food, and do not need to obtain FDA certification in advance; As an OTC drug, you don't need to be certified as a new drug, but you need to provide enough materials to identify its effective components according to laws and regulations and meet the requirements of FDA for OTC drugs before you can obtain the American Drug Registration Number (NDC).
3. Market positioning.
Some Japanese pharmaceutical companies attach great importance to the implementation of "gap strategy" in market positioning. Based on market segmentation analysis and target market selection, they try their best to avoid confrontation with their competitors, but adopt the mode of "avoiding strength and positioning", penetrate in market gaps, and gradually expand market share until they gain a strong advantage. Facing the huge potential Chinese medicine market, how can Chinese medicine enterprises find the most attractive opportunities and carefully choose the market breakthrough and opportunity? The experience of Japanese enterprises may give us some enlightenment.
There are three main ways for Chinese medicine enterprises to enter the international market and carry out international marketing: direct investment, foreign cooperation and drug export. Due to the huge social and cultural differences between the international market and the domestic market, Chinese medicine enterprises must pay attention to the international market investigation, develop suitable varieties and packaging of Chinese medicine, cultivate famous brands of Chinese medicine, and launch more fine Chinese medicine products according to international standards; At the same time, choose effective distribution channels and promotion methods, so that drugs can finally be recognized by local consumers and doctors, and can continuously improve customer satisfaction and loyalty.
In addition, the annual trade volume of Chinese medicine market in Hong Kong is about HK$ 2 billion, half of which is used locally and the other half is re-exported, and Chinese patent medicines imported from the Mainland account for 75% of Chinese patent medicines in Hong Kong. In July, the Hong Kong government formulated the plan of "Chinese medicine port", 1997, and prepared to build Hong Kong into a world Chinese medicine port. Hong Kong has a good financing environment, a cultural background of Chinese and Western integration, and enjoys a high brand reputation internationally. In particular, Hong Kong, which is backed by the Mainland, is expected to become the center to guide China's traditional pharmaceutical enterprises to the world by virtue of its advantages in domestic talents and resources.
Interviewee: sctsct 123 123- Senior Manager Level 6 1-25 13:25.
SWOT analysis, also known as situational analysis, was put forward by a management professor at the University of San Francisco in the early 1980s. It is a method that can objectively and accurately analyze and study the actual situation of a unit. SWOT stands for strength, weakness, opportunity and threat. Generally speaking, SWOT can be divided into two parts: the first part is SW, which is mainly used to analyze internal conditions; The second part is OT, which is mainly used to analyze external conditions. Using this method, we can find out the factors that are beneficial to ourselves and worthy of development, as well as the things that are unfavorable to ourselves and should be avoided, find out the existing problems, find out the solutions and make clear the future development direction. According to this analysis, we can classify the problems according to the priority order, make clear which ones are urgently needed to be solved, which ones can be postponed slightly, which ones are obstacles to strategic goals and which ones are tactical problems, list these research objects, arrange them in matrix form, and then match and analyze various factors with the idea of system analysis, from which we can draw a series of corresponding conclusions, which are usually decision-making and conducive to leaders and managers to make more correct decisions.
SWOT analysis method is often used to formulate the group development strategy and analyze competitors. In strategic analysis, it is one of the most commonly used methods. SWOT analysis mainly includes the following aspects:
I. Analysis of environmental factors
Using various investigation and research methods, this paper analyzes various environmental factors of the company, namely external environmental factors and internal capacity factors. External environmental factors, including opportunities and threats, are favorable and unfavorable factors that directly affect the company's development and belong to objective factors. Internal environmental factors, including advantages and disadvantages, are positive and negative factors in the development of the company itself. When investigating and analyzing these factors, we should not only consider the history and present situation, but also consider the future development.
Advantages are internal factors of the organization, including: favorable competitive situation; Adequate financial resources; Good corporate image; Technical strength; Economies of scale; Product quality; Market share; Cost advantage; Advertising offensive, etc.
Disadvantages are also internal factors of the organization, including: aging equipment; Management confusion; Lack of key technologies; Backward research and development; Lack of funds; Poor management; Product backlog; Poor competitiveness.
Opportunity is the external factor of the organization, including: new products; New market; New demand; Cancel foreign market barriers; Competitor mistakes, etc.
Threats are also external factors of the organization, including: new competitors; The number of substitute products has increased; Market tightening; Changes in industrial policies; Economic recession; Changes in customer preferences; Unexpected events, etc.
The advantage of SWOT method is that it considers the problem comprehensively, is a systematic thinking, can closely combine "diagnosis" and "prescription", has clear thinking and is easy to test.
Second, build a SWOT matrix.
The SWOT matrix is constructed by sorting the factors obtained in the survey according to their priority or influence degree. In this process, those factors that have a direct, important, massive, urgent and lasting impact on the company's development are given priority, while those indirect, secondary, rare, urgent and short-lived factors are ranked behind.
Third, make an action plan.
After analyzing the environmental factors and constructing the SWOT matrix, the corresponding action plan can be made. The basic idea of making a plan is: give full play to advantages, overcome disadvantages, take advantage of opportunities and defuse threats; Consider the past, base on the present and focus on the future. Using the comprehensive analysis method of system analysis, the various environmental factors considered in the arrangement are matched and combined, and a series of optional countermeasures for the company's future development are obtained.