The year-end inventory of pharmaceutical companies will make waves and soft power will become future competition
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2013, which ended in the process of rectification and support, indicates that the future pharmaceutical circle will be “clean†and will allow pharmaceutical companies that have survived the Big Wave to face stronger competitors and more intense competition. According to some experts, the pharmaceutical companies in the “post-Gransian era†are already similar in terms of technological strengths such as R&D and equipment renewal, and soft power will become a competition point for pharmaceutical companies for a long time to come.
In 2013, the pharmaceutical reforms kept the company's hard power. In the first half of the year, the pharmaceutical industry emerged out of the 12 industrial sectors in the country and became the fastest growing area. For the pharmaceutical industry, 2013 is a golden period for implementation of the “Twelfth Five-Year Planâ€. It is also a crucial year for the company to make some achievements in the transformation of the economy during the period of economic transition. For this crucial year, the policy also seems to indicate the direction.
In addition to the policies for the expansion of basic medicines and the initiation of conformity assessment of generic medicines, the country’s “red card†warning on the field of pharmaceutical purchases and sales after the Glaxo incident has revealed a warning to the judiciary that bribery companies and individuals have The Health and Family Planning Commission will record the “blacklist†in the field of pharmaceutical purchases and sales, and insist on bribery and bribery to investigate and deal with. This made the country’s severe policy for the pharmaceutical industry appear for the first time in the public eye and deterred all domestic and foreign pharmaceutical companies.
Before the main problems of the pharmaceutical industry focused on product quality and safety issues, high drug prices, false information, illegal advertising, illegal invoices and other aspects of chaos is low exposure, these "industry problems" not only erode investor confidence and consumption The trust of the people makes the industry fall into a morbid trend. Under the new environment for medical reform, the "clean-up portal" of the pharmaceutical industry also helps the market to compete successfully.
With the end of 2013, the newly revised pharmaceutical GMP certification set sail, and in the second half of 2013, aseptic certification and certification entered a peak period. Many companies stopped production and reduced production due to certification, leaving room for the market, sterile drugs. The healthy development trend in the production field is emerging. The new amendments to the implementation of the GMP certification of pharmaceuticals have been strengthened to help increase industrial concentration and eliminate backward production capacity.
The overall improvement of the hardware level makes pharmaceutical companies almost stand on the same starting line in the hard power "runway". Although there are few differences in scale, strength, structure, etc., it is hard to cure. The competition point in the future will be mainly in the soft power competition. Whoever competes in the pharmaceutical industry may rely on the strength of corporate management systems, brands, and services for a long time to come.
Drawbacks of Explosive Growth Obviously, the management of domestic pharmaceutical companies is still a weakness. In the years of development of Chinese pharmaceutical companies, the basic reliance on them has been exploding. The reputation of products is often greater than that of enterprises, and few companies like Bayer and Johnson rely on R&D. Internationally renowned pharmaceutical companies with capabilities, technological innovation, and high-quality management. After many dozens of pharmaceutical companies were selected in the world’s top 500 companies in 2013, China Pharmaceutical Group became the first company in the pharmaceutical sector in China to enter the Fortune 500 list with US$ 26.19 billion in operating revenue and US$ 343 million in net profit. , people have to be both happy and worried.
The domestic pharmaceutical companies with “health product bloodlines†in brand building have formed the business development line with sales as the top priority. The false information, illegal advertisements, and illegal invoices that are reflected in the actual situation are a lot of drawbacks in the management process. It is also due to the fact that the domestic pharmaceutical companies are still very different from the international advanced countries in terms of technology, capital, management, and operation, and the pharmaceutical industry in China is still very different. As a result, Chinese pharmaceutical brands are generally uncompetitive in the international market and it is difficult to promote the promotion of Chinese pharmaceutical brands worldwide. .
At present, China's pharmaceutical industry has gone from simple product competition to resource competition, and any domestic pharmaceutical company is facing the problem of poor integration of its own resources and external resources. In addition, the marketing system of pharmaceutical companies is complex and the team is huge. A pharmaceutical company with a small scale will have a marketing team of more than 1,000 people, managing distributors, agents, hospitals, and terminal pharmacies. The marketing costs are not only huge, but also the daily marketing management. The difficulty.
The management model that has been admired for many years by domestic and foreign companies and is highly respected, from strategic planning to implementation, is even more of a disadvantage for many pharmaceutical companies. One is the lack of intuitive integration data and strategy formulation. Professional market feedback, but also because the institutional system is too large, can not be implemented in place and abortion.
How to implement the corporate culture, organizational structure, and strategy execution from the top-level strategic decision makers to the executives at the terminal can be implemented in layers, clearly resolved, and deeply understood. Not only are Chinese pharmaceutical companies having a difficult problem to solve, but they also need to improve management in the future. Optimize the configuration and other methods to enhance the soft power of pharmaceutical companies required courses.
Reporter's Note: How can the birth of the fourth-generation corporate management concept help pharmaceutical companies?
In 2013, the impact on the pharmaceutical industry is also far-reaching. It may be that the pharmaceutical companies in the future will enhance their overall competitiveness. This is the birth of the fourth-generation corporate management concept. In 2013, Li Fengwu, Chairman of Huide Software, proposed the fourth generation of corporate management concepts and quickly became popular in the pharmaceutical industry, becoming a “new management methodology†advocated by many pharmaceutical companies. The proposed model for panoramic execution has been published in many academic journals and has been regarded as a golden rule by many companies.
According to the reporter’s understanding, the fourth-generation corporate management concept is based on the ESP strategic performance management system as the main product support, and the lineup of the new corporate management concept known as the “Make Everyone a Strategic Promoter†is the slogan of this concept. . The ESP strategic performance system supported by the product emphasizes that the overall strategy will be implemented to everyone through the system, accurately decomposed through various dimensions such as strategy, goals, internal control, performance, decision-making, and implementation, and every employee of the company will be a strategic enabler. The identity is woven into the large network of enterprise development, so that everyone has a strategy and everyone implements a strategy. From a reporter's point of view, it does provide a good solution to the problem that pharmaceutical companies are apt to have unclear duties, unclear positions, and difficult to assess performance.
It is worth mentioning that in terms of product presentation, the real-time monitoring and accurate information feedback that can be achieved by the ESP Strategy Performance Management System of Huide provides strategic planning for Chinese pharmaceutical companies with large corporate structures and multiple organizational structures. Effective window and solid foundation. Under the premise of a firm implementation of the strategy, it provides effective data support for the formulation of medium and long-term strategies, and formulates comprehensive assessment standards for the company's management system, so as to improve the overall management level of enterprises and enhance their soft power.
In today's ever-changing technological changes, a company that does not use innovation as its driving force and does not occupy the technological high ground in the industry will face the risk of being eliminated at any time. China's pharmaceutical industry must embark on a big, but not strong, dilemma, increase investment in R&D, enhance innovation capabilities, accelerate transformation and upgrading, and strengthen new product research and development and patent applications, so that hard power that has taken a big step can become a long board for corporate development.
On the basis of consolidating the long board, the company's soft power will be strengthened, and the short board of the barrel will be added, so that the competitiveness of the company can be improved. We cannot expect that the introduction of a management idea will enable all pharmaceutical companies to take steps in corporate management, organizational design, strategic planning and implementation. However, we also hope that high-tech companies like Xingzhi De could inject into Chinese pharmaceutical companies. Fresh blood has brought new growth points to the Chinese pharmaceutical industry after the big waves.
