The Research On Competitive Strategy Of Chenzhou Double Crane Medicine Limited Company

Facing a lot of threats result from dramatic changes in market environment, raising costs to stock, downslide of sale's price, increasing competitors and payments for labours, Double Crane Medicine Limited Company,Chenzhou,itself also have some problems in scientific management, higher costs to operate, weak marketing abilities, as well as inventory. those are urgent issues to resolve. Therefore, in order to realize the operating target of the company and to sustainable develop, it should make some competitive strategies accessible and suitable to improve.By combining theoretical and demonstrative ways of research, the thesis bases on the current domestic and exotic marketing environment of medicine business, and set forth the significance of the topic. It covers the evolution of strategy management, and introduces four popular strategic-theory-analysis models currently: PEST analysis model, five forces model, SWOT analysis model and strategic union theory. By using the methods mentioned above, it outlines the general characteristics of the social, economic, political, and technical atmosphere thoroughly. Furthermore, the thesis finds out the major problems existing in in the running process of the company through analyzing the general industrial environment, basic trend in this line, and especially the marketing features in Chenzhou. Through Michael E.Poter's theories of Value Chain and Supply Chain, the thesis discusses those main characteristics of company resources. It is concluded that the major threat of the company recently comes from the new medical system reform and the governmental measures on medical circulation system which makes the possibilities and profits of medium and tiny medical circulation companies condensed. However, the main opportunity is the increasing prosperous rural medical market, as a target marketing of the company. Double Crane Medicine Limited Company has a strength on its good development and the ability of customizing and distribution, while a weakness on its small scale and lack of concentration. Thereby, it is believed that the company should adopt focus strategy, that is, become an outstanding"rural medical consumption terminal facilitator". For one thing, they can build service-oriented brand through management mode transformation; for another, employ competing strategy, create a win-win situation and make up their own weakness. As for the strategic measures, this thesis proposes assumptions in respect of organizational structures, human resources and enterprise cultural construction.