A Study Of The Competitive Strategy Of Hunan Jiuzhitang Pharmaceutical Co., Ltd.

The pharmaceutical profession, as a high-tech industrial group in which multi-disciplinary advanced technologies become highly merged, is related to the health of nationals, the social stability as well as economical development. In this field, pharmaceutical commerce is a sub-group coexisting with the pharmaceutical industry. As the market economy in China gradually improves, the market competition in the field of pharmaceutical circulation is facing a tendency to become more and more fierce, which, however, in turn initiates the organizational rearrangement of pharmaceutical circulating system and the modernized progress of management, accelerates the paces of field of pharmaceutical circulation towards scalization and intensification, as well as enhances its status in the domains of market share, controlling capacity and economic benefits .Hunan Jiuzhitang Pharmaceutical Co., Ltd. Is a sub-group of Jiuzhitang Co., Ltd, which integrates wholesale and retail distribution as a multiple-service pharmaceutical enterprise. As the enterprise started its business, it faced a disadvantageous situation. Nevertheless, it has been expanding its business scale and growing dramatically, which, as a result, exerts a certain degree of influence in the field today. On the other hand, the fact that a large number of competitors continuously flocked into this market has brought about great changes in the aspects of market environment and the relationship between supply and demand in the entire pharmaceutical business, as well as fierce challenges to the existence and development of Jiuzhitang Pharmaceutical business. Therefore, for the sake of enabling Jiuzhitang obtain and keep the competitive advantage and as well as develop larger and greater, it is of great realistic value to make a serious analysis of the inner environment, scientifically formulate and carry out the enterprise competitive strategy.This thesis firstly exhibits a literature review of related theories such as the enterprise strategy theory and competitive strategy theory, and presents the research line and methods as well. And then the following four aspects have been given specific discussions respectively: the external and inner environments of Jiuzhitang Pharmacy, the choosing of competitive strategy, and the implement and ensuring measurements. As to the external environment, we mainly adopt PEST analyzing method and Five-Force Model to approach the macro- and business environment the enterprise is evolved in. At the same time, the competitive intensity, competitive situation of the entire pharmaceutical business have been analyzed, which offers help to Jiuzhitang Pharmacy to realized the existing opportunities and challenges. Considering from the respect of inner environment, this thesis probes into various aspects, such as the structure of organization, personnel resource, enterprise culture, operating situation, marketing, quality management, logistics management, etc,. In the meanwhile, the advantages and disadvantages are also stated. To make a choice among the competitive strategies for Jiuzhitang is the focus of this thesis. For this reason, we adopt the SWOT analyzing strategic tool to choose and identify the competitive strategies, claiming that the competitive strategy of differentiation is our first choice in the regard of changing the present operating situation and adjusting to the outside environment for the development of Jiuzhitang Pharmacy. At last, the complement principles and procedures of Jiuzhitang Pharmacy competitive strategies have been stated, as well as the corresponding ensuring measurements to ensure the strategic transition and realize the sustainable-development goals of the enterprise.