The Research On Product Strategy Of Zhuzhou Qianjin Qharmaceutical LTD Company

As the reformation of medical system and China’s entering into the WTO, thepharmaceutical industry, especially the Chinese traditional medicine industry faceunprecedented opportunities and challenges, and the pharmaceutical enterprises mustpay attention to the position and adjustment of strategic in future. Because productstrategy is the core content of enterprise management strategy, how to developproducts meeting the market demand is the foundation of enterprise existence anddevelopment. In this research, how to allocate enterprise resources according to themarket demand, as well as scientific judging the product development goals, andformulate the product strategy that meet the enterprise growth through the accuratepositioning and objective analysis of the competitive environment and competitors,are the key problems.In this research, firstly, we explored the opportunities enterprise face andidentify the crisis with strategic management theory, which based on the internal andexternal environmental analysis of Qianjin Pharmaceutical Company, from the aspectsof political environment, economic environment, social environment, technologyenvironment, and competitive environment. Secondly, we analyzed the internaladvantages and disadvantages from the production and operation, research anddevelopment, sales and product structure of company, which can provided a good ideato the SWOT analysis, and based on that we made the positioning of the company’soverall strategy and product strategy, and formulated the company product strategy oflong term and short term goals. Thirdly, we developed the enterprise product strategyfrom product development, quality, brand, product portfolio and channel. Lastly, webrought up a series of successful measures to guarantee the product strategy, from theresource planning and allocation, company informatization construction, theinformation communication mechanism, the product life cycle management and thestrategic control and evaluation.This research showed that the Qianjin Pharmaceutical Company faces greatopportunities and challenges in medical system reform period. The company shallgive full play to the existing competitive advantages, adjust product structure,develop the development strategy based on traditional Chinese medicine, chemicalmedicine and medical derivatives product, in addition, the company should build the core competitive advantages, which are based on the drug quality strategy of ensuretechnology and the raw materials, brand strategy of promote the image of companyand the strategy of product portfolio and channel.