杭州市医药产业的市场结构-厂商行为-市场绩效范式分析

Market Structure,Manufacturer Behavior and Market Performance of the Pharmaceutical Industry in Hangzhou

目的:为杭州市医药产业进一步发展提供参考。方法:通过应用产业经济学中的经典范式——市场结构-厂商行为-市场绩效范式,对2003～2006年间杭州市医药产业的市场结构、厂商行为和市场绩效进行横向和纵向比较研究。结果:杭州市医药产业集中度已接近寡占型市场结构,产品差异化程度较低,进入退出壁垒较高,广告力度较小,兼并重组较理性,厂商对技术进步日益重视,市场绩效较好。结论:针对杭州市医药产业的现状,建议鼓励企业做大做强,提高企业的研发投入及产品的差异化程度,坚持以市场为导向的营销观。

OBJECTIVE： To provide references and suggestions for the further development of pharmaceutical industry in Hangzhou city. METHODS： Using the classic normal form of SCP in the industry economics, i.e. market structure - the manufacturer behavior-market performance, a transverse and longitudinal comparative study was carried out on the market structure, the manufacturer behavior and the market performance of the Hangzhou＇ s pharmaceutical industry between 2003 and 2006. RESULTS： Hangzhou＇ s pharmaceutical industry was characterized by oligarch model in concentration degree, low differentiation in products; high barrier of entry and exit; low strength in advertisement, and rational in the merge and recombination. The manufacturers in this area attached increasingly importance to technological progress and the market performance was remarkable. CONCLUSIONS： Considering the status quo of Hangzhou＇ s pharmaceutical industry, it is advisable for the manufacturers enlarge and strengthen their business, enhance its R＆D investment and product differentiation, and stick to the market- oriented marketing concept.