The Research Of JIUZHITANG Co.Ltd Competitive Strategy To Adjust

Industry was carrying out the fast reformation and innovation while faced global constantly changing condition and the competition from other products or techniques in 21st century. In this condition, the enterprise should carry through objective, all-around and intensive analysis. It should make full use of its advantages,excavate the enterprise potential ability and grasp opportunities in time. It should avoid threat and foster core competitive power. It should put into practice the suitable strategy by new thought and intently management of its resources and ability, competitive to create its core competitive power.This paper took the JIUZHITANG Co. Ltd. competitive strategy for example. With the theory of strategy management and the method of integrating theory practise and tools such as SWOT and comparative analysis etc., the paper researched macroscopic and competitive environment of Chinese medicine enterprise ,the interior condition of the JIUZHITANG Co. Ltd. and (TONGRENTANG Co. Ltd. and DONGE'E'JIAO Co. Ltd. ) competitive action of its opponent . At last, the present competitive strategy of the JIUZHITANG Co. Ltd. was put forward in the paper at last.The study got conclusion. Because the interior condition of the JIUZHITANG Co. Ltd. has changed deeply and the interior resources and ability have been integrated well, the strategy should have been adjusted. As a result, the author suggested that JIUZHITANG Co. Ltd. should turn its present competitive strategies into differentiation strategy and enhance its competitive power through creating market, managing brand ,differing sell channel, company's orientation and enterprise culture. For the effective realization of competitive strategy, the author proposed that JIUZHITANG Co. Ltd. should establish a system of strategy actualization includes manufacture and research works marketing, financial management, human resources to promote it suitable development.