Research On The Enterprise Competitiveness Of ZB Aconite–Based On SWOT Analysis

To gain superiority in the fierce market competition, enterprises must have outstanding competitiveness. The competitiveness of enterprises beyond their specific products and services is a comprehensive evaluation of themselves. Chinese medicine is one of the treasures of Chinese traditional culture. And Chinese medicine industry is unique because of its national characteristics and advantages, of which slices industry is the foundation. Enterprise competitiveness theory is mainly from the West, whose main objects of study bias are large e-commerce companies and emerging industries.There are only few articles focusing on the national and planting related industries.Therefore it's necessary to study on how to improve a Chinese medicine slice company's competitiveness.This article applies SWOT analysis to ZB's branch so as to identify the core competitiveness of it, and make recommendations on how to improve the enterprise competitiveness. The article is made of five parts, whose first part introduces the backgrounds and main methods of this study. The second part describes the main theories overseas since enterprise competitiveness theory produced, from Porter's competitive strategy theory, resource-based theory to current core competence theory,and the domestic status of competitiveness researches. The third part analyzes the external and internal environment of ZB branch by applying PEST analysis, five competitive forces model and industry value chain theory, and makes a comprehensive evaluation by external factors and internal factors evaluation matrix. Based on SWOT analysis on ZB branch, the fourth part makes an identification index system of core competence to identify its core competitiveness. The last Part makes recommendations on how to improve ZB's competitiveness.