Study On The Competitive Strategy For FJT Company

In recent years,with the rapid development of biomedical engineering in our country,the development of medical device industry has been greatly promoted.On the one hand,the country has increased the investment for health care industry and implemented policies of the health care reform,which greatly prompted the demand for high-end medical devices in hospitals.On the other hand,with the improvement of the people's living standards,the awareness of people's health care has been constantly enhanced,which resulted in the rapid growth of demand in the medical equipment market.Nowadays,the competition in the medical device industry is getting fiercer and fiercer.How FJT Company can find a suitable way for its own development in the fierce competition has become a concern of FJT company managers.Based on the situation,this paper combined the actual development of FJT company to study its competitive strategy,and put forward the safeguard measures for FJT's competition strategy implementation.This paper firstly analyzed the external opportunities that FJT faces with PEST analysis and Porter's "Five Forces" competing model,which mainly included government support opportunities for medical device industry,opportunities arising from new healthcar e reform and health insurance policices,and so on,the external threats to which are subject to the threat of such 6 national laws and regulations(safety and environmental protection)as constraints and competition among the competitors in the medical device in dustry.Secondly,based on the value chain,this paper adopted the Delphi method and systematic evaluation method,concluded the 13 RSFs and 5 KSFs in the medical device industry,in which KSFs included 5 pre-sales consulting services and human resources management capabilities and identified 3 major competitors in the FJT target market.And this paper gave a quantitative evaluation for the comparative advantage of each competitor in the RSFs,and came to FJT company's overall strength in the upper middle level according to the size of the overall ability to rank.Thirdly,based on the analysis of the success factors in the medical device industry,this paper analyzed and evaluated the internal capabilities of FJT company in the related success factors.The results showed that the internal advantages of FJT company mainly included the customer demand ability in the target market,Consultative service ability and so on.The main disadvantages included purchasing management ability and information resource management ability.Then this paper adopted SWOT matrix analysis method,matched the competition strategy by seizing the opportunity,avoiding the threat,using the advantage and overcoming the disadvantage,and concluded four alternative competitive strategies options:differentiation strategy,cost leadership strategy,hybrid strategy ?,hybrid strategy ?,and the alternative competitive strategy from the three aspects of applicability,feasibility and acceptability.Additionally,according to the result of the evaluation,this paper concluded the competitive strategy which is the most attractive to FJT company as the hybrid strategy?.Finally,combining with the implementation conditions of the selected competitive strategy scheme,this paper put forward some specific safeguard measures to strengthen the competitive strategy of FJT Company such as human resource management,marketing management,information management,financial resources guarantee and management in novation so as to ensure that FJT Company could effectively implemented the competitive strategy.