Research On Development Strategy Of Shanghai New Asia Pharmaceutical Co., Ltd.

The pharmaceutical industry has an extremely important role in the social development. In the long-time development process, China’s pharmaceutical industry is growing rapidly, especially with the advance of the new medical reform. However, the new reform not only brings opportunities but also big challenges, such as the strict policies and tough market environment. Under current external circumstances, all the pharmaceutical companies are trying to optimize their enterprise strategies.In this paper, based on the theory of strategy management and corporate culture, we focus on Xinya pharmaceutical company and try to explore the development strategies for pharmaceutical companies in new period. This paper, at first uses PEST framework and potter’s five competitive forces model to analyze the external macro and industry environments; Secondly, with SWOT analysis tool, we get the internal analysis of Xinya company; Finally, based on the analysis mentioned above, we help to develop new strategy and relevant safeguards system, which will make great practical contribution to the pharmaceutical industry.