Research On The Development Strategy Of North China Pharmaceutical Group Corporation

North China Pharmaceutical Group Corp. (NCPC) is the largest production basis of crude drug of antibiotic (intermediate) and inject able powder manufacturer in China. Its main products lead the markets in more than 70 countries and enjoy high reputation. However, the enterprise faced huge troubles after 2003 as business operation saw year-on-year slide, shift in some manufacturing workshops and rapid increase of stock-in-trade. By thoroughly analyzing NCPC's current situation, opportunities and challenges facing the enterprise, this article aims at probing into timely adjusting operation strategy, integrating necessary resources thus paving the way for the enterprise's next take-off and meanwhile providing reference to those enterprise who are undergoing strategy rotation.Employing SWOT method, by analyzing enterprise's interior environment, this paper thoroughly analyzed the interior environment of North China Pharmaceutical Group and its business situation within the last 5 years; objectively analyzed macro-environment facing the enterprise, namely policy, law, economy, society and technology; exterior business environment and rivals both at home and abroad which challenge pharmaceutical industry's development; dialectically demonstrating advantages and disadvantages of enterprise development; indicating both opportunities and challenges facing enterprise development; objectively putting forward enterprise development strategy from 4 aspects, namely industrial adjustment, capital operation, product structure and brand operation; clearly enunciating NCPC's future development direction; bringing forward protection measures concerning the actualization of strategy planning: systematic construction, mechanism innovation, organization adjustment, using capital operation, establishing marketing strategy, providing techniques, financial support, manpower resource and enhancing enterprise culture. All the above measures is not only decisive to NCPC's future development, but also providing domestic counterparts with clearer awareness of the ever fiercer competition and theoretical and practical reference to enterprise's survival and development. It has a universal application value.