Research On The Development Strategy Of ZBK Medical Device Company

Medical devices,as one of the key areas of the medical and health industry in China,have seen rapid development in recent years with supportive policies.With the huge market demand and development potential,a large number of medical device enterprises have joined the fierce market,and the market size of the industry has expanded rapidly in recent years.However,it is important to note that,while there are massive opportunities for development,medical device enterprises are also facing problems such as weak capacity for independent innovation of products and technologies,large gap compared with foreign countries,and increasing competition both in the internal and external markets.As an early entrant in the industry,ZBK has gained a favorable market position and competitive advantages through long-term development.However,with the changes of various internal and external factors,the new circumstances have brought new requirements for ZBK company development.In order to ensure long-term development,it is necessary to comprehensively study the internal and external environment,and come up with practical development strategies that can meet the growth needs of the enterprise.In this thesis,multiple research methods have been carried out,through the studying of relevant research,field research,and questionnaire research,etc.Analyze ZBK company’s external environment and internal resources by means of PEST model,Porter Five Forces model,internal and external factors matrix,EFE matrix and IFE matrix.The enterprise has the following opportunities and advantages:A stable political and economic environment,continuous improvement of industry laws and regulations,continuous progress of technology development,strong scientific research and marketing capabilities,high product market share,complete production operation and safety quality control system,good enterprise culture,high barriers of industry entry,etc.On the other hand,ZBK company is facing the following threats and disadvantages:external expenses are increasing due to industry regulation and government centralized procurement,profit decreasing,raw material prices increasing,large amount of R&D investment and long development cycle,scientific management,information construction and customer service ability needs to be improved,the overall technical level and product quality still lag behind foreign countries,and it is difficult to develop the international market,etc.Based on the SWOT model,Boston matrix and QSPM matrix,and the results of internal and external environment analysis,this thesis concludes that ZBK is suitable to adopt growth strategy.The overall strategy can be achieved through intensive strategy and vertical integration strategy,while integrating the existing production resources and expanding the existing production scale of the enterprise,focusing on strengthening the integration construction of materials,marketing and services.On the business strategy level,the low-cost strategy and differentiation strategy should be combined to reduce the production cost and promote the production scale at the same time,with technology development and services improvement to create differentiated products and services,so as to effectively improve the level of enterprise profits and business scale.In addition,combined with the actual situation of ZBK company’s production and operation,the paper points out the development goals and strategic goals for the main business products of the company in the future.Subsequently,the article comes up with four concrete strategic implementation plans.To improve enterprise production scale and production capacity.To promote the integration of enterprise materials,marketing and service.To strengthen information automation production,and continue to increase investment in scientific research.And build supportive measures in human resources management,enterprise culture construction,organization structure optimization,and risk prevention and control construction.In addition,this paper also gives specific management construction and optimization measures for human resources,enterprise organizational structure,enterprise culture cultivation,business risk prevention and internal control construction in various fields.Finally,the paper reviews the shortcomings and deficiencies in the research process,and makes relevant prospects for the development of the industry strategy research.