A Research On The Competitiveness Of Zhongxin Pharmaceuticals Enterprises

As a strategic Chinese medicine industry in the development of national economy and society,it has broad market prospects and unique advantages.In order to make all matters in the traditional Chinese medicine industry have laws to follow,the Chinese Medicine Law was promulgated and implemented in 2017,making the important position of the Chinese medicine industry officially clear in the form of laws.At the same time,with the continuous improvement of the national income level,the market demand of traditional Chinese medicine continues to grow,and consumers’ recognition of the curative effect and health care function of traditional Chinese medicine has been constantly improved.The double advantages of policy and market make the development momentum of Chinese medicine industry strong,and a large number of new Chinese medicine enterprises emerge.At the same time,we must improve the competitiveness of traditional Chinese medicine enterprises,so that enterprises can survive,grow and develop in the fierce market competition.This paper mainly studies the competitiveness of Zhongxin Pharmaceuticals and puts forward the strategies to enhance the competitiveness.The paper consists of six parts: the first part is the introduction,which mainly describes the research background,significance and methods,as well as the research ideas of the whole paper.The second part mainly introduces the basic methods,such as PEST analysis,AHP,and the research status of competitiveness theory and application of Chinese medicine enterprises at home and abroad.The third part introduces the current situation of the development of traditional Chinese medicine industry,the basic situation of Zhongxin Pharmaceuticals and the analysis of external competition environment.The fourth part studies the competitiveness of Zhongxin Pharmaceuticals based on the annual report panel data during 2012-2018.At the same time,the data are compared with the industry benchmark "Beijing Tongrentang" of the same listed company and the large-scale traditional Chinese medicine enterprise "Tasly" of the same region.Combined with the characteristics and development status of the traditional Chinese medicine industry,this paper makes an empirical study on the competitiveness of the new Chinese medicine industry from five factors,such as company scale,management,technological innovation and sustainable development.Using the analytic hierarchy process to construct the competitiveness evaluation index system,from five dimensions and 24 secondary indexes,the comprehensive scores of three enterprises are obtained,and thecompetitiveness scores of three enterprises in each year are obtained.In the fifth part,based on the fourth chapter,the author analyzes the 24 indicators of the three enterprises,and the sixth part is the strategy to enhance the competitiveness of Zhongxin Pharmaceuticals.The research results show that to enhance the competitiveness of enterprises,Zhongxin Pharmaceuticals should improve the ability of scientific and technological innovation,pay attention to the development,mastery and upgrading of core technologies;improve the operating efficiency and capital utilization ability of enterprises,enhance the profitability of assets,and optimize the allocation of resources;establish brand awareness,strengthen the protection of intellectual property rights;strengthen the construction of enterprise culture,and use traditional Chinese medicine at the same time.Excellent technology and unique efficacy to affect every consumer.