Research Of The Competitive Strategy For China's Middle And Small Types Pharmaceutical Enterprises

China has entered WTO officially in the end of 2001 and Chinese market has also become an important part of the world market, so the pharmaceutical industry is faced with an austerer competition than ever. With the modification and the establishment of the rules according to the WTO 's planning by the Chinese government and with the massive penetration of the foreign-funded enterprises, the competition between these enterprises shows on the competition of the strategic thinking and the strategic orientation in considerably degrees. Nowadays how to develop healthily and efficiently in the increasingly fierce competition environment has become an important issue confronted by each middle and small types pharmaceutical enterprises. At the same time, the most important issue faced by the middle and small types pharmaceutical enterprises is how to provide the proposition of the reasonable competition strategy and the way of its realization for the enterprise' development from the strategic angle.This research starts with the theories of the strategic management and the development of middle and small types enterprises, sketching the connotation and the division standards of the middle and small types enterprises, also including the concept of strategic management about competition strategy andthe way of its realization. On the bases of the above statement and combining with current development of the medicine industry, this research analysises the development and the competition environment of the middle and small types enterprises in Chinese medicine industry precisely from both the macroscopic and the industry. Then aiming at the strengths and difficulties of the middle and small types enterprises at home, the research puts forward the reasonable proposition of the competition strategy and the way of its realization.This research draws conclusions on the choice of the competition strategy, as follows:(1) The cost leadership strategy has its own scope of application . It is suitable for the middle and small types enterprises which specialize in the production of raw material of chemical medicine and the production of prepared herbal medicine;(2) The differentiation strategy has a larger scope of application . It is suitable for the middle and small types pharmaceutical enterprises such as the enterprises in the biopharmaceutical industry, which have their assortment superiority on some extent;(3) The focus strategy is suitable for most middle and small types pharmaceutical enterprises. In the aspects of chemical pharmacy and traditional Chinese medicine, the focus strategy should be the first choice of the middle and small types pharmaceutical enterprises, but this strategy is not suitable for such enterprise in biopharmaceutical industry.From the view of the current situation and its development trend in Chinese medicine industry, the production strategy of "small but special, small but perfect", the market strategy of finding crevice and dependent , the financial strategy and the strategic alliance(i.e. association competition strategy) hassupplied the proven effective ways of the strategic realization, for the shape and enhance of the competition superiority of the middle and small types pharmaceutical enterprises and their strategic realization from the different aspects.