希悦尔公司大输液薄膜产品在华竞争战略研究

上海交通大学硕士学位论文希悦尔公司大输液薄膜产品在华竞争战略研究姓名：王达申请学位级别：硕士专业：工商管理指导教师：李国振20050612,PEST.OEM,:THERESEARCHOFSEALEDAIRCORPFORCOMPETITIONSTRATEGYINCHINAOFTRANSFUSIONFILMPRODUCTABSTRACTInrecentyearsgoingwiththedevelopmentofChineseeconomyandimprovementofpeoplelivingstandard,peoplemakemoreandmorerequesttomedicaltreatmentandsanitationbusiness.Medicaltreatmentandhealthcarehavebeenoneofthehottesttopics.IVtransfusionproductsandtheirpackagingmaterialsstatusanddevelopmentarepaidmoreandmoreattention.Withtheincreasingcompetitionandtherapidupgrade,howtokeepandenhancetheleadershipinthefieldofIVtransfusionisemergingclearlybeforeSealedAirCorporation(AbbreviationSAC).ThisthesisintroducedtheworldandChinastatusanddevelopmentofIVtransfusionanditspackagingmaterials;itanalyzedouterenvironmentofSACandherIVtransfusionfilminvolvingpolitical,economic,socialculturalandtechnologicalfactors;itanalyzedthecompetitionstatusofIVtransfusionindustrywithMichaelPorter’sFiveForcesModelincludingthecompetitionofcurrentrivals,thethreatofsubstitutes,potentialarrivals,thepowerofpurchasersandsuppliers,itanalyzeddetailedlytheresourceandcapabilitystatusofSAC.Basedontheaboveanalysis,itanalyzedandincluded,comparingwithcompetitors,thestrength,weakness,opportunityandthreatofSACandherIVtransfusionfilm;itilluminatedhowtoselectandimplementthecompetitionstrategyinChinaforSACandherIVtransfusionfilm.TheimplementationofcompetitionstrategyofIVtransfusionfilmofSACinChinaisthemostimportantpart.InordertokeepandenhancethecompetitionadvantageofSACandherIVtransfusionfilminChina,firstlycostleadingstrategyoftheIVtransfusionfilmisadoptedguaranteedbythewayofscaleeconomy,alliedpurchase,raisingfinishedproductrateandproductionefficiency,controllingR&Drisk,shorteningtransactioncycleandcuttingdownmanagementandmarketingexpensesandsoon.Onthisbasedifferentiationstrategywillbecombinedincludingdifferentialproductsandservicessuchasimprovingthecurrenttransfusionfilm,providinghighoxygenbarrieroverwrapsystemsolution,researchinganddevelopingmulti-chamberbagco-extrusionfilm,self-makingorOEMtransfusionflexiblebagportandstopper,offeringthepowerfuldatabaseabouttheabsorption,stabilityandcompatibilityofdrugsandpackagingmaterial,convenientandtimelyorderanddelivery,directandindirectcustomerstrainingandtechnicalsupport,clientsconsultationandsettingupmediaplatform.KEYWORDS:flexiblebagtransfusion,IVtransfusionfilm,competitionadvantage,competitionstrategy200557200557200557MBA11.18050WTOPVC21SealedAirCorporationSACPVCPVCPVC1.2PESTSWOTMBA2.PVCPVCPVC1.3PESTSWOT.PVC1PESTPEST(Politicalfactors-P)(Economicfactors-E)-(SocialCulturalfactors-S)(Technologicalfactors-T)2.ABCDE.MBA33SWOT:(Strength)(Weakness),(Opportunity)(Threat)SWOTSOa-(WT)b-(WO)c-(ST)d-(SO)4.MBA42-11995-2003FIGURE2-1ChinaIVTransfusionOutputandCapacityfrom1995to20032.12.1.1751001420020015.321994126.7200284.3(1)MBA5199513.8/200342.25/15.01199520.3/200370.0/16.73199520032-1(2)20035000/181/620031043.40%200131.26%200239.27%2-120046393371SFDAGMP2-1200361,36616.74%16,0414.38%13,5853.71%13,4733.68%12,2053.33%9,2112.51%9,1532.50%8,8782.42%7,8592.14%7,2951.99%MBA62003(3)19954080199590.580.120032-246%80%15%3%2%(4)2-22003FIGURE2-22003ChinaIVTransfusionCategoryProportion2003MBA7(1)3.33/80%20%4(2)7825(3)PVCPVCPVC(4)2.1.2///1MBA82000252102025001kg2020kg()()34()5(GMP):20006019651972MBA9PVCPVCPVCPVCPVC40%DEHPPVCDEHPDEHPPVCPVCPVC80902-2PVCPVC121110-115110-115(121MBA10PVC1212134“”PVC2-2PVC10%25%35%4%PVC26%PVCPVCPVC26%PVC10%35%29%2-3PVC79%2-3FIGURE2-3WorldRegularTransfusionContainerCategoryProportionMBA11(PPPE)78%2-32-3//25%2%60%2%PPPE39%2%29%79%PVC30%79%8%18%PVC6%17%3%1%PVC2-4PVC1%89%PVC2%8%PVCPVC2.22-4FIGURE2-4ChinaTransfusionPackagingContainerUsageProportionMBA12BubbleWrap®Cryovac®InstapakJiffy®1960AlfredFieldingMarcChavannesAirCap®45AirCap®5011038CryovacInc,1946,19983CryovacPVCCryovac-PVC15-PVCCryovac-PVC-PVCCryovacPVCMBA13PESTPVC.3.1//3.1.1/276200041MBA14452001121)3602002915GMPGSPGMP198019817197019982020004292120011212002915200472013PVCOTCPVC3.1.2GDP8200420058%GDP100020047%11.7%MBA152001343.3/2003476/199970/2003115.8/20041221998200358.9%2.5%13.5%11.8%PVC3.1.3///200313.519.6,,3.1.4PVC2002PVCPVC2002PVCPVCMBA16PVCPVC3.1.5/3.2PVCPVC(CompetitiveStrategy):3-1FIGURE3-1IndustryFiveForcesAnalysisModel3-1AECBDMBA173.2.1,,20%1999,,,,,6000,30019991.8/20002.22/20012.45/20033.332000126,58320054220033,164,02220033.73202005442005424470/5001.2/1/3.2/PVCPVCPVCMBA18PVCPVCPVC3.2.2:(1)PVC2004PVC46553.2/2003PVC28351.97/2004PVC20053650%60PVC(2)PVC200413-22004PVC75%5%20%MBA19FIGURE3-22004ChinaNon-PVCTransfusionFilmMarketShareProportion5320043-2(Polycine)75%20%5%(3)(4)(5):(6)GMP3.2.3:MBA20PVCPVCPVC1.2PVCPVC3.2.4:/(1)PVC(2)MBA219(3)(4)121(5)PPPEPET(6)200471320034YBB00342002MBA22YBB00342002ISOGMPYBB003420023.2.5:(1)2004PVC465580%20%4(2)(3)PVC(4)MBA23-PVC3.2.6PVCPPXXPPXX3.2.7PVCPVCPVC3.319969MBA241996200420043.3.13-3,3-3FIGURE3-3SealedAirPackaging(Shanghai)Ltd.OrganizationStructure3.3.2MBA253-11A3-1199620042B199620041998PVC30%3-11996199820002002200419781171181917921731243569842869796661151314122