The Research On Competition Strategy For Hunan Kangpu Pharmaceutical Limited Company

With the in-depth development of Chinese market economy,people's living standards have been greatly improved and the demand for health is also growing.But the health system reform,pharmaceutical production and sales market and as well as Chinese accession to the World Trade Organization, the international large-scale pharmaceutical enterprises enter, which are all the factors that have contributed to the domestic pharmaceutical enterprises facing more severe challenges.As one of the Zhaoyang industries,Chinese pharmaceutical industry has already maintained many years of rapid development , and its output increases at an average rate of 17.7%.Generally, the research and developing capabilities are still small and weak,the production has been based on series of imitation and many other problems are also existing.Therefore,pharmaceutical companies must base on the domestic conditions, and benefit from the successful management experience of the domestic and foreign enterprises. And they should also apply the strategic management of corporate practices,utilize the reasonable competition strategy,and achieve the business goals.Hunan Kangpu Pharmaceutical Limited Company is the first Chinese and foreign joint capital pharmaceutical enterprises in the province.Since 1996,the company has gone out its present predicament and holds the sustained and rapid development.The company's output value and quantity continue to maintain a relatively high growth rate.The sales revenues in 2002 reached 60 million and nearly 100 million yuan in 2005.After more than 10 years of development,Kangpu companies has become more stable in management and adjustment mechanism in the production,marketing,management,and other areas.It has a certain market competitiveness,and will enter to a new round of rapid growth phase.But while maintaining fast development,the company also has problems in the management.Such as, the performance of management systems does not achieve the objective ; the management is inefficient ; the human resources incentives are inadequate ; the quality of senior management are relatively weak ; strategic management lacks and etc . These problems have become increasingly serious impediment to the company's further development.One of the root causes of these problems is that the original management model is no longer adapted to the current development stage.In particular,Kangpu company lacks a clear,systematic, comprehensive competitive strategy to unifies the guidance of the sustained and healthy development.It can be regarded as a potential source of trouble.Therefore, Kangpu company should make clear of the company's development goals,develop the company's competitive strategy as soon as possible,establish and improve the strategic management mechanisms,and apply the modern management concepts to improving the level of management,on which the company can be based will create a solid platform for future development.The thesis is directed against the problems of Kangpu company by analyzing the macro-economic environment,summing up the trend of development of Chinese pharmaceutical industry.At the same time,the thesis analyzes the company's internal conditions from the existing resources and capabilities.It chooses and locates the company's competitive strategy for the next few years.The company takes differences into products made by the exclusive management of the competition as its dominate strategy.Then,to the competitive strategy for companies,the thesis discusses specific measures to implement strategy from product innovation,brand building,marketing channels open,human resources and business management,and so on.With the implementation of strategies it will improve the company's influence and core competitiveness. Through the competition victory, the company will ultimately achieve sustainable development.