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1、thenextdecades,itwillstillkeepatendencyofsteadygrowth.However,theenterprisesandproductioninChina’spharmaceuticalindustryarenotsocompetitive.Overcompetitionwithintheindustryandinabilityofinnovationhavebeenitsbottlenecksandtargetsofmedicalreform.Newmedicalreformadoptedmanymeasurementstosolvet
2、heproblem,suchaspricelimitation,biddingcentralization,reformationsforprice-making,registermechanismsandGMP&GSPcertification.Withnewmedicalinsurancereformation,medicalsystemandpharmaceuticalsystemwasanalyzedusingPESTmodel.Hence,macro-environmentfactorswhichwouldinfluencepharmaceuticalsdistri
3、butionweregenerated.Itisconcludedthatpharmaceuticalindustryisa“sunrising”industrywhilepharmaceuticalsdistributionplayanimportantroleinthewholepharmaceuticalvaluechain.However,recentpolicywillhurdlethedevelopmentofpharmaceuticalsdistribution.“FiveForces”modelwasalsoemployedtodeterminefactors
4、ofanindustries’attractiveness.Thereasonforkeencompetitionwasanalyzedfromcompetitionenvironment,especiallyfromthreatofnewentrants,powerofbuyers,andpowerofsuppliers.Thisthesisinvestigatedthebasicsituationandhistoryofthemarketingchannelofpharmaceuticalenterprise.Accordingtotheseinvestigations,
5、thisthesisputforwardsomemeasuresforpharmaceuticalenterprise’sdevelopment.ItisfoundthatChina’spharmaceuticalindustrywillspeedupthereadjustmentoftheindustrialstructurethroughmergingandacquisitiontoenhancetheircompetitivestrengthandincreasethemarketconcentrationrate.Thisthesisanalyzedthedevelo
6、pmenttrendofpharmaceuticaldistributionfromindustrylevelandconcludedthateverypharmaceuticaldistributioncompanyshouldfinditsownpositioninindustry,anddeveloponlywithinnovationandreformationundercurrentsituation.Suggestionsweregiventosupportthedevelopmentofthetypicalcompanyinthisstudy-ZhejiangP
7、harma.（空兩行）KEYWORDS:ZhejiangPharma,medicalreform,industrialdevelopment,strategy（四號）上海交通大學(xué)學(xué)位論文原創(chuàng)性聲明本人鄭重聲明：所呈交的學(xué)位論文，是本人在導(dǎo)師的指導(dǎo)下，獨立進(jìn)行研究工作所取得的成果。除文中已經(jīng)注明引用的內(nèi)容外，本論文不包含任何其他個人或集體已經(jīng)發(fā)表或撰寫過的作品成果。對本文的研究做出重要貢獻(xiàn)的個人和集體，均已在文中以明確方式標(biāo)明。本人完全意識到本聲明的法律結(jié)果由本人承擔(dān)。學(xué)位論文作者簽名：劉曉華日期：201
