Research On The Development Strategy Of Beijing Tongrentang T Company

At the nineteenth National Congress of the Communist Party of China,Xi Jinping,general secretary of the CPC,putting forward in the nineteen report,"implementing the strategy of healthy China","stick to the equal emphasis on traditional Chinese medicine and Western medicine,inherit and develop the cause of traditional Chinese medicine".This is the new position and new requirement of the state to the development of traditional Chinese medicine State Council after the "outline of the strategic planning of the development of Chinese medicine(2016-2030)" and "Law of the People's Republic of China on Traditional Chinese Medicine" is promulgated,which is not only declaration but also a mobilization order,and the traditional Chinese medicine has entered a new era of comprehensive development.Chinese medicine is the great creation of the Chinese nation.It is an effective carrier to carry forward and disseminate Chinese excellent culture,and it is an inexhaustible motive to maintain people's health.Nowadays,the development of traditional Chinese medicine has been standing at a new historical height.It has provided broader development space for TCM enterprises and brought greater opportunities for development.Tongrentang,as the leading Chinese medicine enterprise,facing new challenges and opportunities,must stand on a higher level,bear heavier and greater historical mission,solve the problems encountered in the development and inherit the development of the cause of traditional Chinese Medicine.Based on literature analysis,real interviews and surveys,this paper makes a comprehensive analysis of Beijing Tongrentang T company,and studies how Beijing Tongrentang T company makes full use of its existing advantages and seizes the opportunities.According to the analysis results,combined with the vision of developing and goals of Beijing Tongrentang T company,we have developed a forward-looking development strategy for Beijing Tongrentang T company.In order to ensure the smooth implementation of the development strategy,four key links and seven safeguard measures were put forward to make Beijing Tongrentang T company develop better in the increasingly competitive environment.This article first outlines the development of Chinese medicine industry,and puts forward the significance,ideas and methods of this study.Then,the theoretical research foundation of this paper is determined by combining the relevant theories on the development strategy from both domestic and foreign experts and scholars.By using the PEST analysis,Potter's five forces model,SWOT analysis,IFE matrix analysis and EFE matrix analysis and other analytical tools and methods,this paper analyzes the macro external environment and internal environment of Beijing Tongrentang T company,finds out the strengths,weaknesses and opportunities and threats faced by Beijing Tongrentang T company,and understands the overall development of Beijing Tongrentang T company.After the above analysis,this paper compares the strategy of the backward integration and the diversification strategy,the related diversification strategy and the non related diversification strategy.Based on the comparison results,a tentative plan for the development strategy of Beijing Tongrentang T company is made,and the conclusion that Beijing Tongrentang T company should choose relevant diversification strategy is concluded.Finally,in order to ensure the implementation effect of the development strategy,the key links and safeguard measures that should be paid attention to during the implementation of the strategy are put forward,so as to promote Beijing Tongrentang T company to achieve all levels of development strategy goals and achieve sustained and sound development.During the research process,we applied the theories of both domestic and foreign development strategy,and adopted a variety of strategic analysis methods to carry out the overall strategic design and implementation plan for Beijing Tongrentang T company,which is highly operational.This study not only helps Beijing Tongrentang T company to further consolidate its leading position in the Chinese medicine industry,but also helps other companies in the Chinese medicine industry to provide references for formulating development strategies.