Research On Competitive Strategy Of SHINVA Pharmaceutical Equipment Business

The development of China pharmaceutical equipment industry is benefit by the application and accession of WTO, which prompts China medicine industry and medicine equipment industry to integrate into international market as soon as possible. Along with the implement of nation new medical reform policy and country cooperation medical treatment in recent years, prompts the development of pharmaceutical industry and pharmaceutical equipment industry. The implement of GMP with 2010 new version brings new opportunity and market space for pharmaceutical equipment industry. But the pharmaceutical equipment market falls into confusion and vicious circle caused by less new, quality, top grade and competitive products for pharmaceutical equipment, as well as some enterprises shall not follow industry rules with malignant low price competition.Shinva medical was found in 1942 and listed in Shanghai Stock Exchange in 2002, which is an integrated enterprise with design, research and development, production and sale. The products of Shinva medical includes 9 categories, in which the scale and technical level of sterilization and disinfection equipments, pharmaceutical equipments and radiation therapy equipments rank first in country, and the sterilization and disinfection equipment is Chinese top brand. Pharmaceutical equipment business is operated by pharmaceutical factory, which has a strong technical team and innovative products with multiple technologies, the advanced product technology and well quality is recognized by industry, sales network across the country, the domestic market share resides the first and develops to international market. But some issues for current pharmaceutical equipment industry shall be solved, such as imperfect organization structure, higher operating costs, high quality management, means lack for marketing personnel and market saturation for partial products.Firstly, this article analysis the immediate macro-environment and present situation of industry for domestic pharmaceutical equipment industry from macroscopic level, which indicate the advantage opportunity and threat for Shinva pharmaceutical equipment business; and analysis the resources and ability of Shinva pharmaceutical equipment business, which indicate its competitive advantages and disadvantages. Then the competitive strategy theory of Michael Porter is as the guide and applies the PEST and SWOT analysis method, which shall select the focused differentiation competition strategy in order to gain a foothold in market competition and gain the greater advantage for Shinva pharmaceutical equipment business. Finally, in order to implement the selected strategy effectively, pharmaceutical factory of Shinva medical shall take the relevant supporting measures on innovation ability, product structure, marketing service and human resource.This article analysis the internal and external environment faced by enterprise through competitive strategy theory and relevant method, and selects the competitive strategy suitable for enterprise on this basis. Hope to supply some references for enterprise compete and draw up the future development planning, and hope to supply the referenced strategies and references for the sustainable development to prompt the development of China pharmaceutical equipment industry.