中文摘要三株公司的兴衰发展有许多值得反思和借鉴的地方，对许多即将创业和面临发展选择的企业而言，三株公司不失为一个值得研究的对象。本论文是关于吴炳新和他的三株公司的兴衰发展历程研究的案例分析，真实地记录了该企业和其领导人的历史以及在保健品行业变化环境中和企业自身发展中遇到的问题和困难，分析了公司之所以取得成功和导致急速衰落的经验教训。全文分案例主体和案例分析两部分。上篇案例部分是作者根据其在三株公司四年多现场的工作经历及所获得的大量实际材料编写的。首先介绍了三株公司的企业概况和取得的巨大的经济效益和社会影响，以及企业和其产品所获得的荣誉。然后以三株公司的兴衰发展为线索，描述了三株公司发展的四个历史阶段：创业阶段、扩张阶段、多元化阶段、改革、整顿、发展的二次创业阶段。接着介绍了公司创始人和领导者吴炳新的人生历程，最后详细介绍了三株公司的运作机制和存在的问题，并在附录中介绍了导致三株公司急速衰落，且在当年引起社会极大轰动的成都事件和常德事件。本文下篇为案例分析部分。首先从三株公司的八个方面的鲜明特点入手，结合对吴炳新个人的素质分析，对三株公司的营销管理和创新管理的分析，揭示了三株取得成功的主要原因，然后通过对三株公司内部存在的一些失误之处和公司面临的由社会环境、市场、客户和竞争者等组成的外部环境的分析，揭示了三株落败的原因。三株公司的营销管理和创新管理，特别是其网络营销和农村营销，以及在理论创新指导下通过技术创新研究出来的高科技产品---三株口服液，是三株公司1996年销售收入达80亿元的关键，这对许多意欲在中国开拓市场，特别是开拓广大农村市场的国内外企业，是很有借鉴意义的。而三株公司迅速发展，规模急剧扩大，由此带来的种种管理上的失控和不适应，最后在由一场公关危机引起的连锁反应中顷刻崩溃，一败涂地，尤值得深思，当引起为戒。本案例是对具体企业个案情况的研究，主要是通过作者自身在该企业工作，参与部分业务筹划、决策和执行，参考有关文献，收集大量第一手资料而完成的。作者采用了分析、总结、归纳、举例的方法，运用了环境分析方法，试图弄清楚三株公司大起大落的原因，希望能对三株公司以及其它即将创业和面临发展选择的企业有所裨益。关键词：三株公司，案例 ，管理
Abstract There are many experiences and lessons in the development course of Sanzhu company that are worth studying for many other companies which are going to be founded or face with how to select the business. This paper is a case study on the developing and falling down about Wu Bing xin and his company’s is a portrait of the company’s and its ownership’s history and the problems and difficult in varied environment of health product industry and development process of company. It also focuses on reasons of success and failed of company. The case study is resisted of two parts—Case and Case Analysis. The case part is based on the author’s 4 years service expertise in Sanzhu company and lots of materials collected by the author. Firstly,the author describes the simply introduction about company， the big economic and societal influence of company, and the prides of company and its produst. Secondly, the writer strategically divides the development process of Sanzhu company into 4 stages: founded stage ,entarge stgeg , ,multiple stage, and second foundation , the developing and falling down of company is the clue of the case. Thirdly, the author describes the history of grown up of Wu Bing xin. Lastly, the writer describes the operating machnism and problems of company, and “ the chengde case” and “the changde case” Which lead the falling down of Sanzhu company and made a big bad influence in the year. Part two is the case analysis. The author first analyzes the eight features of Sanzhu company, and connecting the character study about Wu Bing xin, the analysis of marketing management and innovation management, he tells you the main successful reason of Sanzhu company. The writer second tells you the falling down reasons by the study about the internal faults and the company’s external environment consisted of social environment, market, costumers and competitors. San zhu company’s marketing management and innovation management, specially, channel marketing and rural marketing, high-tech produce-－“San zhu Drink”－ which based on theory innovation and technology innovations, are the key factors which bring 8 billion Yuan to Sanzhu company in 1996. There are imported significance to mang enterprises home and abroad who want to develop china market , especially , the large rural market . too fastly developing and scale exlarging ,Sanzhu company has many management discharges and falled down quickly, because a series of audients brought by a crisis of public relation. This is also a experience and lesson. This paper is only an individual case analysis. This essay can only be made with personal involvement of the writer in San zhu company’s business planning and execution, with the reference of MBA courses and other related documents , and above all, under the instruction of the writer’s tutors. The author use some techniques such as analysis, summary, ample and environment analyze, I want to make it clear what reasons make Sanzhu company successful and falling down, and hope that it can be good for Sanzhu company and other companies which are going to be founded or face with how to select the business. Key word: Sanzhu company, case，management
