Research On Development Strategy Of Sichuan RT Company

With the development of our national economy and improvement of people's quality of life,people put forward higher requirements on the quality of medical services.Due to changes in the macroeconomic environment of the medical industry,medical device sales industry is undergoing a historic change.The deepening and perfection of medical system reform has created development opportunities for medical equipment sales company,will also face the threat of being out of the market.On the one hand,the further implementation of “grading treatment system "and “the third party medical center " will create more medical products market demand;on the other hand to solve the "difficult and expensive" problem,the country has issued a series of policy to control costs,and the “ two ticket system” was launched to reduce the circulation of medical devices,centralized distribution and other measures will directly affect the development of small and medium sized medical equipment sales company.Sichuan RT company is a medium-sized import medical equipment sales company,although the company has experienced 17 years of development with a good relationship with the number of medical institutions,and established a stable sales channels,but at same time the business was affected by the change of macro environment and industry competition in recent years,the company develops slowly and has entered a bottleneck period.This paper will take Sichuan RT enterprise strategy as empirical analysis,through the related theories of enterprise strategy combing and summarized;using PEST model and Potter's five forces model to analyzes the macro environment and industry competition environment of RT company,summed up the company's development opportunities and challenge;using the value chain analysis method of the activities of the value chain of RT company's internal environment analysis,summed up the company's advantages and disadvantages for continue development.Then using the SWOT matrix to analyze company's strategy,and established the company's strategic positioning and objectives,build differentiated competitive strategy.The strategy implemented by four tactics of "Optimization strategy through the adjustment of product structure,consolidate and develop the market segments,enhance the level of service innovation,and strategic alliance and cooperation",and build a series of safeguard measures to secure the operation strategy,to implement development strategy of RT company smoothly.Hope through this study can not only provide certain guidance to the decision makers of Sichuan RT Company in formulating the company's development strategy,but also provide a choice of development strategy for small and medium-sized sales enterprise for the medical device industry,and promote the healthy and stable development of the medical device industry.