Research On Competitive Strategy Of XHYL Business

With the continuous improvement of the overall economic level in China,the income level of the people has been greatly improved,and the reform of the medical system has been gradually deepened.The development of the medical and health industry has encountered more opportunities.In recent years,although China’s medical device industry has made some achievements,its development history is less than 100 years.Compared with other industries,it needs to invest more capital and strength.At present,compared with some large international medical device enterprises,the short board is obvious.This paper selects the first batch of domestic medical device manufacturer XHYL company as the research object.Its development process can represent the overall development process of domestic medical device industry,and its influence and representativeness in China are self-evident.In addition,the medical device plate of the company occupies a large market scale in China.However,with the over pursuit of "M & A" development mode and the increasing competition pressure in domestic and foreign markets in recent years,the company is facing risks and problems such as high cost,huge financing pressure,low goodwill and lack of talents.How to make use of the existing enterprise advantages,seize the opportunity,avoid the threat,and choose the right competitive strategy to improve the competitiveness of the company is an urgent problem to be solved in the future development of the company.Based on the theory of competitive strategy,PEST model and Porter’s five forces analysis are used to analyze the external environment of XHYL company.It is concluded that the company’s current opportunities are greater than the threats.Taking advantage of the favorable opportunities to carry out reform will greatly reduce the threat of external competition and achieve new breakthroughs in the market.Generally speaking,the external environment is better than the internal one.Then from the internal use of AHP method to construct the IFE matrix,we can see that the company is faced with the problems of low profit margin,less investment in R & D costs,difficulties in merger and acquisition enterprise integration,which makes the company in a disadvantage in the competition.Based on the above analysis and SWOT analysis,the conclusion is: the most important strategy of the company is to seize the opportunity and give full play to the brand advantages,expand the market share,promote the sales volume of products with continuous excellent quality,make real-time research and judgment of external threats and early warning of internal disadvantages,make full use of more opportunities,expand existing advantages,eliminate external threats and correct existing ones inferiority.Then,quantitative analysis of the three strategies is carried out by using QSPM matrix,and strategic decisions are made after valuation calculation.Then,after a reasonable qualitative analysis of the three strategies,the conclusion that differentiated competition strategy can be used to transform the development of the company is proposed.Finally,based on the current situation of the industry and the company,this paper puts forward the strategic implementation countermeasures of strengthening the scientific research work,strengthening the marketing ability of the enterprise,unblocking the internal operation of the company and the development of the cultural brand,and formulates the safeguard measures from the four aspects of organization,talent reserve,capital guarantee and property right protection.