摘要
AB 制药公司是一家专门从事生物药品的研发、生产和推广的小型高新技术制药企
业，是属于最早进入细胞生长因子市场的药品企业之一。目前包括细胞生长因子在内的
生物制药产业竞争异常激烈，越来越多的大型的原来从事传统制药欧亿·体育（中国）有限公司的企业开始进入
生物制药欧亿·体育（中国）有限公司，并且加大了生物药品的研究开发和投资，同时国际大型制药企业的全球
化战略也导致了大量的国际企业也想涉足生物制药欧亿·体育（中国）有限公司。我国国内的生物制药欧亿·体育（中国）有限公司内原
有的企业很多企业规模比较小，产品品种单一，欧亿·体育（中国）有限公司的并购重组成为趋势。对医药市场
的规范加剧了对销售渠道的竞争，国家 GMP 标准的强制实施也加剧了企业的竞争。AB
制药公司的细胞生长因子产品生产厂家比较多，产品目前供大于求。公司在其前期的发
展过程中虽然取得过不错的成绩，但是随着生物制药产业化的发展，市场竞争的越来越
激烈，为了让公司在激烈多变的市场竞争环境下持续发展，制定切实可行的竞争战略是
AB 制药公司目前最紧迫的需求。

本文首先运用 PEST 分析模型和波特的“五力分析模型”对 AB 制药公司的外部环境
进行了分析，发掘出了公司所面临的机会和威胁。AB 制药公司所处的欧亿·体育（中国）有限公司的潜在进入
者威胁不大，竞争对手比较多，竞争比较激烈，同时顾客和供应商的议价能力都比较强，
竞争对手的竞争使 AB 制药公司面临着威胁。接下来分析了公司的内部环境，通过对公
司的资源、能力以及运用价值链分析挖掘出了公司内部的优势和劣势。AB 制药公司拥
有着强大的技术开发、新产品开发能力，但公司目前的产品结构比较单一。通过运用
SWOT 分析得出了公司可能的战略选择，接下来通过结合企业实际情况，确定了公司要
采取的差异化竞争战略，并进行了战略定位，最后为了保证公司差异化战略的实施提出
了包括调整组织结构、加强公司人力资源管理、加强技术创新、优化市场营销网络体系、
加强企业文化建设在内的对策和措施，具有很强的的针对性以及实用性，保证了企业战
略目标的实现。本文对于生物制药欧亿·体育（中国）有限公司的企业制定竞争战略有着指导和借鉴意义。

关键词：AB 制药；生物制药；竞争战略
ABSTRACT
AB Pharmaceuticals, Inc. is a small high-tech pharmaceutical company specializing in
bio-pharmaceutical R & D. It’s one of the first companies that entered the cell growth factor
markets. Now more and more large-scale original enterprise engaged in cell growth factor
markets making this market getting more and more competitive. But now most companies in
this industry are in small size and make a single species of product. Industry mergers and
acquisitions become a trend. The specification of the pharmaceutical market has intensified
the competition for sales channels, the request of the GMP of the enterprise but also
exacerbated the competitiveness of enterprises. Pharmaceutical company AB cell growth
factor product manufacturers more products oversupply. In its pre-development process it has
made a good score, but with the development of the biopharmaceutical industry, market
competition is increasingly fierce. How to develop sustainably in the intense and varied
competition market environment, sustainable development, is AB Pharmaceutical’s currently
the most urgent needs.
In this paper we first use the PEST analysis model and Porter's five forces model to
analyze the opportunities and threats that the pharmaceutical company AB faced. The result
shows that there is little threat to AB pharmaceutical companies. Because of the entrance
barriers there are litter potential entrants. But competitors make the maker more and more
competitive. The bargaining power of customers and suppliers become stronger and stronger
making the AB company facing threat . The next step is to analyses the company's internal
environment. The resources of the company, capacity, and the use of value chain analysis dig
out the company's internal strengths and weaknesses. AB pharmaceutical company has strong
technology development, new product development capabilities, but the company's current
product structure is relatively simple. Obtained through the use of SWOT analysis company
possible strategic options, the next through a combination of the actual situation of enterprises,
determine the competitive strategy of the company to take the difference, and strategic
positioning, and finally, in order to ensure the implementation of the company's differentiation
strategy including adjusting the organizational structure to strengthen the company's human
resources management, strengthening technological innovation, and marketing network
system, to strengthen the policies and measures, including the building of enterprise culture,
with strong pertinence and practicality, to ensure corporate strategic goals. This paper can
give guide to the biopharmaceutical company on how to make strategy.
Keywords: AB Pharmaceutical /Biopharmaceutical/Competition Strategy