| In recent years, with the continuous growth of the economy and national income in China, the concept of health management is deepening continually. The market of health management in China also showed increasingly optimistic about the momentum of the development. It becomes a sunrise industry with great investment value. However, due to the lack of government support, industry standards, and public awareness, the industry’s development is lagging behind, and it cannot meet the growing demand for health management. BITAO TCM health management Co., Ltd. is engaged in Chinese medicine meridian conditioning mechanism in the development of the industry which is full of opportunities and challenges. After nearly one year, the company has had a certain resources and ability to control them, which can comply with industry trends, and seize the opportunity to develop. The company provides customers with a full range of traditional Chinese medicine meridian conditioning and health culture, so that customers really enjoy the private custom of Chinese health care solutions. Under this background, how to gain advantage, spot direction, avoid disadvantages, enhance strong points, be better co-ordination and coordinate their own resources and capabilities will be urgent need to solve for BITAO TCM.In view of this, this paper uses the theory and method of enterprise strategic management, to research the development strategy formulation of BITAO TCM. Firstly, this paper starts detailed analysis to the industry environment of BITAO TCM. The analysis finds that the opportunities and challenges coexist in China’s health management industry. If the China health management industry wants to break the bottleneck and realize the rapid development in the future, it will gradually shift to the state of "resources integration, chain, and brand management, scientific Standard." Secondly, this paper uses PEST analysis method analysis the macro environment of BITAO TCM. The analysis shows that the national policies and technology development support the development of health management industry; the economic and social development needs the development of health management industry, which indicates that the health management industry has a broad market space for development in China. Thirdly, this paper researches the resource and capability of BITAO TCM and makes the SWOT analysis. It finds that the company has had some resources to develop and the ability to control these resources in the industry, so the company should make full use of the advantages of their own resources and capabilities with the industry trend, seize the opportunity, and start chain, which will increase brand awareness and achieve the company’s rapid development. This part makes the overall development strategy of BITAO TCM, that is seizing the national vigorously support policy, taking the Chinese medical health management as the main business, and taking copied and professional system, create the platform of the radiation national chain brand meridian conditioning and TCM culture to experience for BITAO TCM. It also makes the competition strategy, differentiation and innovation, and the growth strategy, the new strategic alliance. Fourthly, this part discusses the strategy implement of BITAO TCM, the health preserving of traditional Chinese medicine, in order to promote the strategy execution and ensure the effective implementation of corporate strategy from six aspects, strategic positioning, marketing, human resources, finance, information systems, risk management.On the one hand, this paper can provide the reference to BITAO TCM when make the development strategy to achieve expected goals, and the guidance to the company in the future to launch new products and services, maintain and form the new competitive advantage. On the other hand, it can find the problems in the development of the health industry and the direction of strategic development in China, and provide reference for the development of the related industries. |
PDF Full Text Request