Research On The Competitive Strategy Of Medical Device Enterprises

With the continuous development of China’s economy,the increasingly prominent problem of population aging and the improvement of people’s health awareness,the medical device industry has got a vigorous development.The new "Internet +" medical industry in the medical device industry is based on the use of Internet technology,cloud computing platform,big data collection and wearable devices to build a system platform,provide health management and services online and offline,and gradually establish and improve a health big data platform.Taking TZ Company as the research object,this paper makes use of the theory and method of competitive strategy to study its differentiation strategy selection and implementation.Firstly,the background of medical device industry which TZ company belong to are briefly introduced.Secondly,the theoretical development of competitive strategy is summarized in the literature review.Based on the theory,PEST model and porter’s five forces model are used to analyze the external environment and industrial environment of TZ Company respectively.The internal resources of TZ Company are analyzed by value chain analysis and VRIO model.In addition,based on the analysis of TZ’s competitors and advanced enterprises,the core competitiveness of TZ is determined.SWOT analysis is also used to point out the key factors of TZ Company’s differentiation strategy.Based on the above analysis,the company’s strategic objectives are determined.Focusing on the strategic goal,TZ Company elaborated the key links of the implementation of differentiation strategy from the aspects of organization management,resource guarantee and enterprise culture.Finally,the paper evaluates the implementation of TZ Company’s strategy,analyzes the existing problems and puts forward suggestions for improvement.It is hoped that the study and analysis of the competitive strategy of TZ Company can provide reference for similar enterprises in strategic planning,implementation,evaluation and other aspects to cope with the rapid development of the industry.