Research On Competitive Strategy Of SYJ Company

SYJ is a company engaged in pharmaceutical trade,with the advance of medical reform,the structure of the pharmaceutical industry has undergone dramatic changes,the company needs to rethink its competitive advantage and propose a new competitive strategy.Based on the introduction and analysis of the current status of the company,first of all,the thesis carried out a systematic analysis on the industry structure of pharmaceutical trade with the application of Potter's five forces model and the industry value chain,then,based on the operating status of company,the thesis made quantitative analysis on the competitive advantages of SYJ company,finally draw up new competitive strategy and put forward specific implementation plan according to the evolution trend of the industry and the company's own competitive advantage.The research results show that whether there is intense competition,bargaining power of buyers and suppliers,barriers of new entrants and substitutes are making competition becoming increasingly fierce,the attractiveness of the industry is reducing.But on the other hand,changes in the industry has brought new opportunities,especially the demographic factors,macroeconomic policies,regulations and technical factors,all of these factors do promote the entire pharmaceutical industry in a good period of growth.The results compared with the same industry show that the competitive advantages of SYJ divide into two aspects:cost advantage and higher willing to pay.Finally,the thesis proposes the choice of business scope,the selection of competitive advantage,the new implementation strategy.This paper describes the selection of competition scope from three aspects:products,manufacturers and medical terminals.The choice of products gathered in the treatment-health care payment types of products,the choice of manufacturers gathered in those top 100 enterprises company who have R&D capabilities,the choice of medical terminal market focused on the two,three class medical terminal market.The competitive advantages in these markets include cost leadership and differentiation strategy.In order to implement this strategy,SYJ Company must start from four aspects:the organization structure and personnel selection,the construction of the company's financial system,the choice of marketing model,and the construction of the performance system.The building for new marketing model,CSO model and financial system compliance play key roles in company's future strategy implementation.