| The Germans invented rigid endoscope at first, which is used to check the esophagus, bladder and urethra. Optical fiber was invented in 1954,3 years later, fiber optic stomach and duodenum mirror appeared. With the development of science, scientist have also introduced an electronic endoscope, which used for clinical and conducted multi-range, multi-level high-tech research and development, giving rise to the boom of an electronic endoscope development and application. Especially Olympus has a virtual monopoly of the world market of electronic endoscope.With the semiconductor chip technology advances and the rapid development of DSP chips and wide application. Gradually endoscope change optical to electronic microscope. Electronic endoscope had a great development. As the CMOS light-sensitive chips appeared, which break the Japanese manufacturer of CCD camera on the endoscope monopoly, Makes a significant decline in the price of endoscope products as possible, bringing more market opportunities. LY Company entered into the endoscope industry in this environment.LY Endoscope Co., Ltd(LY Company) was founded in May 2007.It was a start-up medical electronics company. After nearly three years development, LY company make a certain amount of success in the endoscope industry, but it also faces a lot of problems and challenges. The next period of time, how to lead company to survive and grow in this highly competitive medical device industry, has become the key question that LY Company have to seriously consider. The main content of article is to discuss and resolve it..The thesis combines theories of strategy with the characteristics of Start-up Company, proving that new product development strategy and competitive strategy. After exploring the macro environment, industry environment and micro environment of LY Company, the thesis carries out a systematic analysis. Based on the business realities and specific issues, explained LY company strategic choice, and put forward concrete strategies for implementation and evaluation of programs. |
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