The Research On Strategy Management Of TongHuaHuaXia Pharmaceutical Co., Ltd.

During the 20 years of reforming and opening up, the Pharmaceutical industry of our country has been developing at the speed of more than 15% all the time, which is far higher than the average speed of national economic development. With the enormous market demand, better development prospect and the constant deepening of opening-up, the plural capital such as the foreign capital, private capital is absorbed into medical industry, which makes competitions of medical enterprises fiercer and fiercer. With the reform of medical circulation management system, national urban health care system and the medical insurance system (abbreviated as three system reforms), the country's regulation on medical industry is being increasingly strengthened. Especially with medicine manufacture enterprises into "behind GMP era" completely, there is serious medical enterprises production surplus, and the operating cost is increased, the patient tends to be mature and reasonable about the medicine use as well. So great changes take place in the internal and external environments of medicine manufacture enterprises. Therefore the enterprises must definitude new development strategy according to the internal and external changes.The core business of TongHuaHuaXi a Pharmaceutical Co., Ltd. is the production and sale of the traditional Chinese and Western medicine, also the main business income takes more than 90% in gross income, so the development of Pharmaceutical industry is directly related to the healthy and abiding development of the group. So the enterprises must respond to the internal and external changes actively, definitude the development direction of strategy, and make the development strategy of enterprises to ensure the healthy, sustainable development of the whole group.By applying to SWOT model, the text ascertains industrial superiority and inferior position inside the enterprise, also proceeds synthesis analysis about environmental chances and threats in the external of the enterprises, sets up the two-dimensional matrix with one party composed of the chances and threats in the external environment, and the other party composed of the superiority and inferior position, and refines the development strategy of group medical industry, the strategic aim, the strategy emphasis and concrete tactics at strategy implementation. We hope that the text can possess certain guidance meaning to structural adjustment of group medicine industry, enterprise management and long range development plan.