The Research On Strategy For Developing Of Beijing Jianyang Health Products Ltd.

Health products industry is a global new industry, and the market has increased at a very rapid rate. Especially for China, whose economy develops so fast, as the increase of consumers' income and awareness to keep healthy, the capacity and potency of health products market are great. Driven by strong consumers' demand, many outstanding companies have sprung up in the health products industry, such as Apollo, Dragon of Shenyang, SanZhu of Jinan, Hearts K of Wuhan and so on..Faced with such huge potential market and increasingly fierce competition, how to position correctly to enhance their competitiveness and profitability so as to deal with the challenges of the industry and other industries is an important issue that Beijing Jianyang Health Products Ltd. must face at the present and in the future, which is also the purpose of this paper. Analyzing the internal and external environment of Beijing Jianyang Health Products Ltd., it is extremely important to choose and develop strategies to enhance the competitive position of the company.At first, this dissertation gives us a meta-analysis of the theories of strategic management of products industry,development of market strategy,capability of competition and Michael's value chain.Secondly, it analyses the exterior environment of Beijingjianyang Corporation, which contains macro-environment and industrial environment. The macro-environment analysis is made up from the analysis of economies, politics, cultures, technology and so on. And the industrial environment analysis is done according to the model of five competences which is advanced by Michael·Potter, by analyzing substitute, similar products, purchasers , potential competitors and suppliers.Then, the dissertation analyses the Beijing jianyang Corporation's interior and exterior environment, among them there are internal resources of detailed analysis and each resources realm, such as the real object resources, human resource, financial resources, immaterial assets. The thesis analyzed core competition ability of Beijing jianyang Corporation.Finally, on the foundation about the analysis of the company's value chain, combining fixed position of its strategy and the company's SWOT analysis, it brings up Beijing jianyang Corporation's right strategy choice. And also, the dissertation then comes up with some measures for making sure of the operation of the strategy the corporation.