Research On The Evaluation Of Core Competence Of Chinese Traditional Medicine Listed Companies Based On The Balanced Scorecard

Chinese traditional medicine industry has tremendous growth potential in China’s pharmaceutical industry. It has a very important practical significance for the country’s industrial structure adjustment and the search for new economic growth point. In recent years, the country has issued a series of policies conducive to the development of Chinese medicine, may make the industry into a new growth range. However, at the same time, some foreign pharmaceutical companies have also invested into natural herbal market, and by virtue of its advantages in terms of capital, technology, and achieved good results, for traditional Chinese medicine enterprise caused a great challenge. In this case, the analysis and evaluation of the core competitiveness of Chinese enterprises is very necessary and to improve the core competitiveness of Chinese enterprises has become an inevitable choice. Therefore, this study evaluates Chinese traditional medicine listed companies’ core competitiveness.First, from the business areas, the main products and features, size and profitability analysis of several aspects of the status quo before the listing in 2014 listed 55 medicine companies. Defines the meaning of the listed company’s core competitiveness of Chinese traditional medicine, and then identify its core competencies from the internal and external.Secondly, based on the Balanced Scorecard, from financial, customer, internal processes, learning and growth, including the construction of four levels of revenue, total asset turnover, return on net assets, net profit growth, brand reputation, large customer purchase the proportion of labor productivity, technical level of fixed assets, inventory turnover, by standard certification, the R & D investment rate, the number of patents, the proportion of corporate scientists, highly educated staff ratio fourteen indicators listed company’s core competencies Evaluation Index System.Again, based on 55 listed companies classified choose a representative ten:Tong Ren Tang, Yunnan Baiyao, Donge Ejiao, Jiuzhitang, Jilin Aodong, Guilin Sanjin, Kangmei Yaoye, Tasly, Huarun Sanjiu, Jiangzhong Yaoye. Using AHP to determine the weights, using the gray correlation analysis method, obtain the core competitiveness of the sort of level of correlation Tasly (0.764), Yunnan Baiyao (0.652), Huarun Sanjiu (0.521), Donge Ejiao (0.518), Kangmei Yaoye (0.479), Tong Ren Tang (0.473), Guilin Sanjin (0.472), Jiuzhitang (0.469), Jiangzhong Yaoye (0.446), Jilin Aodong (0.437), and analyze the results of the evaluation.Finally, based on the analysis and evaluation of the results, propose recommendations to enhance the core competitiveness of Chinese traditional medicine listed companies, including expanding business scale and enhancing the scale of strength, strengthening brand management, improving brand competitiveness, strengthening internal management, improving operational efficiency, increasing research and development, improving the innovation ability, attention to personnel training, improving the quality of talent.