摘要
摘要
医用软式内窥镜检查是目前诊断和治疗人体内部器官疾病的重要筛查手段。
医用软式内窥镜是近年来全球市场发展最快的细分医疗器械产业板块之一。本
论文中的 A医疗器械公司是专注自主研发和生产制造医用软式内窥镜的一家本
土专精特新小微企业，经过近三十年的不懈努力，在一直是由国际知名品牌产
品占据绝对垄断优势的国内市场占据了一席之地。
面对软式内窥镜领域新科技的快速发展，国内外同业竞争对手的挤压，叠
加新冠疫情冲击，加上内部存在有诸多问题， A医疗器械公司未来几年的发展
还存在着很多不确定因素。如何能在后疫情时代，实现技术创新升级和适应不
断变化的软式内窥镜产品临床需求，稳定提高利润，谋求取得国内和国外市场
的竞争优势，制定务实的发展战略成为当下 A医疗器械公司亟需解决的重要课
题。
基于发展战略理论，本论文先运用 PEST工具分析了 A医疗器械公司所处
的外部环境，再运用波特五力模型分析出 A医疗器械公司同类型企业间在五个
维度的竞争情况，然后使用 SWOT矩阵模型总结了 A医疗器械公司的优势劣势
和其面对的机遇和挑战，并进行了定量分析。依据这些分析结果，对 A医疗器
械发展战略方案进行了定位，建议选择 WO发展战略，即补足短板，抓住机遇。
在“两强一降一增”的指导原则下，采取三个职能层面战略，并对这些研究的发
展战略分三个阶段具体实施，对五项保障措施也进行了深入地探讨。
最后，希望通过对 A医疗器械公司在后疫情时代的发展战略研究，能提高
A医疗器械公司自身核心竞争力，健康稳定地继续发展下去，为能国产替代进
口，并占据欧亿·体育（中国）有限公司 CMOS时代的国内外需求市场贡献自己的力量。同时，也为国
内其他医用软式内窥镜同欧亿·体育（中国）有限公司本土类似企业，制定科学可行的发展战略提供一
定的借鉴意义。
关键词:公司发展战略PEST分析波特五力分析SWOT分析WO发展战略
I
Abstract
Abstract
Medical flexible endoscopy is an important screening method for the diagnosis
and treatment of human internal organ diseases. Medical flexible endoscope is one of
the fastest growing segments of medical device industry in the global market in recent
years, A medical device company is a local specialized special new small and micro
enterprise focusing on the independent R&D and production of medical flexible
endoscope. After nearly 30 years of unremitting efforts, it has always been dominated
by internationally famous brand products, and the domestic market has occupied a
place.
Faced with the rapid development of new technology in the field of soft
endoscopy, the extrusion of domestic and foreign competitors, the impact of COVID-
19, and the internal problems, there are still many uncertainties in the development of
A medical devices in the next few years. In the post epidemic era, how to steadily
improve profits, realize technological innovation and upgrading, adapt to the changing
clinical needs of soft endoscope products, seek competitive advantages in domestic
and foreign markets, and formulate pragmatic development strategies has become an
important issue that a medical device company urgently needs to solve.
Based on the theory of development strategy, this paper first analyzes the
external environment of A medical device company by using PEST tool, then
analyzes the competition of the same type of enterprises in A medical device company
in five dimensions by using five forces model, and then summarizes the strengths and
weaknesses, opportunities and challenges of A medical device company by using
SWOT matrix model, and makes a quantitative analysis. According to these analysis
results, the development strategy of A medical device is positioned, and it is suggested
to choose WO development strategy, that is, to make up the shortcomings and seize
the opportunities. Under the guiding principle of "two strengths, one drop and one
increase", three functional strategies are adopted, the development strategies of these
studies are implemented in three stages, and five safeguard measures are also
discussed in depth.
II
Abstract
Finally, it is hoped that through the research on the development strategy of A
Medical Device Company in the post-epidemic era, the core competitiveness of A
Medical Device Company will be improved, and it will continue to develop healthily
and steadily, and to make our own contribution to the domestic and foreign demand
markets that can replace imports and occupy the CMOS era of the industry. At the
same time, it also provides some reference for other domestic medical soft endoscope
similar enterprisesin thesame industryto formulatescientific andfeasible
development strategies.
Keywords: Enterprises Development strategy，PEST analysis，Porter's five
forces analysis，SWOT analysis，WO development strategy
III