| Health industry is the other sun rising industry besides information industry, which has been identified by United Nations Industrial Development Program, representing the direction of human socio-economic development in the 21st century. Health food industry as an important part of health industry, is flourishing around the world including China. Health food industry has been praised as a "healthy industry", "green industry" and the "eternal sun rising industry."In China, the real high-speed development era of the modern health food industry has only been a few decades, however, the Chinese health concepts and health care products have been existing for thousands of years. As the economy's growing steadily, the living standard of majority is rising and the health consciousness and demand continuously strengthened. Therefore, health food enterprises are facing a great opportunity.So far, the total numbers of Chinese health food enterprises are about 3000, of which no more than 10 are listed companies. About 98% of the health food enterprises are the small and medium size enterprises (SMEs), whose investment is always under 1 billion each program. HCB Biotechnology Company is one of the most representative companies from many small and medium size health food enterprises. Now, HCB company is facing not only the problems which most SMEs have to solve, but also its own unique difficulties. It is just the reason that this thesis to make a research on how to choose an appropriate development strategy, and then solve the problems.The thesis introduces the basic situation of HCB Biotechnology Company in the very beginning, and outlines the definition of three easily feeling confused concepts such as food, medicine and health food. Then, the thesis follows the methodology-from the macro to micro, from outside of the company to inside of the company. It analyzes the macro environment, international environment, industry environment and business environment. PEST Macro-environment Analysis model is considered as the most important factors currently affecting health food industry in terms of four areas-political, economic, social, technology. Moreover, the thesis makes a horizontal comparative study in some developed countries and regions, as well as HCB Biotechnology Company's current major overseas markets:the United States, Japan, Europe, which can provide company a reference of how to achieve the goal of further internationalization.From the industry point-of-view, this thesis also uses Porter's Five Forces Analysis model to discuss the history, problem, trend and prospect of China's health food industry. Based on HCB Biotechnology Company's own condition, and by using the Value Chain Analysis, the thesis discusses both the advantages and disadvantages of the company's operating environment, and also identifies the core competencies, which enable the company to get a solid and reliable development strategy.According to the External Factors Evaluation Matrix (EFE) and the Internal Strengths and Weaknesses Analysis Matrix (IFE), the thesis carries out SWOT Analysis, and clears the optimal development strategy, including product strategy and business strategy which are matching with the company's mission and strategic objectives. Finally, several important issues regards to the company's development strategy are discussed in detail, including adjusting the marketing plan, managing customer relationships, establishing stronger brand, promoting internationalization, enhancing research and innovation abilities, controlling production and quality, allocating human resource, and creating culture of corporation. |
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