The Study Of Development Strategy On JinHai Biology Pharmaceutical Limited Corporation

The strategy has great efforts to the enterprise. The modern strategy has already formed the integrity theatrical system and the analysis frame. The analysis system of Borter's competition strategy contacts the surface on between the strategy and the external environment .The strategic system based on the resources contacts the strategy and the enterprise resources, which provide the scientific basis and the analysis construction for the enterprise to choose a set of feasible strategies. But we should see the strategic analysis not only depend on the quantity economy but also are an art for intuition and judgment. The precise strategy often sinks into the awkward region which is unable to implement, this caused us to propose the question to the credibility of strategic plan. The consideration for implementation is also very important.This article makes every effort on the application of modern strategy system to the small business on biological manufacture in a sunrise industry which is paid attention by the society to design a strategy. During the applied analysis frame, we want to reflect the difficult position for the small business in the biological industry which faces in keen competition through this enterprise, and give the certain real reference in the strategic formulation for them.The golden sea biology corporation's characteristic lies in: The biological industry have obtained the amazing results under government's vigorous supports through more than 20 years development. However, the small scale, the sole variety, and the process for strategic plan which was not still standard makes many enterprises in the industry are unclear in the development direction; this was extremely disadvantageous to the development of high-tech industry.The golden sea biology pharmaceutical company is one of the first batch established gene pharmaceutical company. During the initial period, it has obtained the massive results, but the variety was sole and the intensive market competition make it fell into the difficult position. The company reflects the conditions of many small scale enterprises in the industry. How goes out the difficult position to find a road of development and formulates the feasible developmental strategy are important extremely.We first aim at the conditions on company to ask a strategic question: "How does the golden sea company reverse disadvantageous status in competition and obtain the development under the steep competitive environment in five years by using the opportunities in current environment" The strategic question not only causes us be clear about our research direction but help us to find a solution.Studies for the external environment use the PEST analysis of the macro-environment, the industry analysis of environment , Boter's five forces model, the competitor analysis of the micro- environment and the competition situation matrix, the key success factor analysis determined opportunities and threats in the external environment; We use the resources and ability analysis model, the value chain analysis, internal factor synthesis appraisal matrix regarding the enterprise interior to determine the superiority and the inferiority in the enterprise interior, which lay the foundation on the resources strategy.Based on the summary for the key aspects, opportunities and threats to outside and the superiorities and the inferiorities to Inside, we carries on the strategic match using the SWOT analysis, simultaneously uses the big strategic matrix to carry on the match again; Obtain three strategies including the development and research for new product (strategic group 1), the expand to sale (strategic group 2), the organization transforms (strategic group 3) to implement. And carries on the appraisal to the development and reach of medicine for immune body and vaccine in the strategic group 1 by using the quota strategic plan matrix, then we has chosen the strategic direction to development of vaccine product. Thus, we has obtained the precise developmental strategy for the golden sea company, has solved the strategic problem that this article starts to propose. Three strategies are:The strategy of development of New product (strategic group 1): Accelerate the development of new product for the old age disease and the AIDS vaccine, increase the science and technology cooperation and the technical importer, by striving for the government scientific research foundation and the research and development investment, makes up the innate insufficient fund.To expand sale (strategic group 2): promote the products transformation, strengthen the international cooperation, use the power of overseas sale to carry on the exportation to raw material medicine, use serial products to expand marketing channel, simultaneously steps in the valuable market and the vaccine market.Strategy for Internal transformation (strategic group 3): transform the power of interior sales, training in market laws and regulations, adopts the talented person for management, to strengthens the strategic sales plan, strengthens internal human resources management, advance internal management information system and the electronic commerce standardized construction.The choice of strategy does not represent the end of strategic plan; the implementation also should be the key factor. A strategy, even through is exquisite in design, cannot be implemented, and becomes a mere formality, which reduce the function and the credibility of strategy greatly. This article see the four significant barriers which existed in the implementation process through the forces field analysis, distinguished the two risks of the change of organization culture and the Insufficient talented person which has not been able completely to overcome, puts forward the four proposals in adjustment of organizational structure, the essential person and training, the technical innovation and the policy for talented person, the transform of organization culture:1. Adjust the original organizational structure, forms five big functions community in the new construction, including the production, the research and development, the exportation and the human resources, the strategic plan, the marketing to promote the implementation of strategy.2. Provide the key personnel with training, implement many kinds of trainings, adapt to the change requests to circumstances or environment, and promote strategy to execute effectively.3. The technology innovation continues the two roads of the resource outside requested and the independent innovation; accelerate the raise for talented person and the introduction, the establishment of the attractive policy for the innovation.4.In the organization cultural reconstruction, purpose seven suggestions including the high participation in the leadership , unify of use the talented person inside and outside, using the exciting policy and full training, the attention to the freeze work after transform and so on.