Research On Optimization Of Competitive Strategy Of Z Medical Device Company

In the post epidemic era,public health and safety issues have aroused widespread concern in the society.The state has also issued a series of policies to promote the development of enterprises in the field of public health.As an important part of the public health field,the medical device industry is an important industry related to the national economy and the people’s livelihood.It is also a key area of "made in China2025" and strategic emerging industries.It has also ushered in unprecedented opportunities and challenges.In such a period of opportunities and challenges,medical device enterprises can stand out in the fierce market competition by seizing the industry opportunity,adapting to the new changes in the market and optimizing the competitive strategy.As an early developing enterprise in the local medical device industry,Z medical device company already has a good foundation.During the epidemic period,Z company became the first enterprise in the province to enter the list of epidemic prevention materials guaranteed by the State Council.However,with the continuous change of policy,environment and market,Z company is also facing problems such as serious product homogeneity and insufficient core competitiveness.How to formulate a better competitive strategy from a long-term perspective,grasp the opportunity window of the medical device industry,and obtain the competitive advantage of the enterprise in the case of serious product homogeneity in the industry is a problem that Z company needs to study and solve at present.This paper takes Z medical device company as the research object,through the use of the relevant theoretical knowledge of management,the use of PEST analysis,Porter’s five forces model,SWOT analysis,QSPM matrix analysis and other analysis tools,combined with the field investigation of the enterprise,to understand the current situation and existing competitive strategy(cost leadership strategy)of Z medical device company,and to summarize the external opportunities and threats faced by the development of Z medical device company,Analyze its own advantages and disadvantages,in-depth analysis of the existing competitive strategy of enterprises and the causes of the problems.Then,through the SWOT analysis and QSPM matrix analysis of Z company,the conclusion is drawn to determine the optimal choice of Z company’s competitive strategy and select the appropriate competitive strategy for the enterprise,that is,from the existing cost leadership strategy to the differentiation strategy optimization.At the same time,focusing on product differentiation,market differentiation,service differentiation,technology differentiation and talent differentiation,this paper puts forward the optimization scheme of differentiated competition strategy for Z company.Finally,in order to ensure the effective implementation of competitive strategy optimization,it is suggested that Z medical device company should guarantee from five aspects: organization,talent,system,culture and risk control.It is hoped that the research in this paper will be beneficial to Z medical device company in building its core competitiveness and maintaining its competitive advantage,and also play a certain reference role in the market competition of other domestic medical device companies of the same type.