Research On Strategic Management Of Xinjiang Silver Doran Uighur Medicine Co.，Ltd.

The ethnic medicine is Chinese minority traditional medicine, which is an important partof traditional Chinese medicine. As one of the four major ethnic medicines, Xinjiang Uygurmedicine is the achievement of the Uygur people struggle with disease for hundreds of years.For its significant regional features and ethnic features, it is the precious heritage of thetraditional Chinese medicine and the common wealth of people of the world. The Uyghurmedicine industry, which has been included into the key developmnet projects, is seemed asstrategic emerging biomedical industry in Xinjiang. However the defects of the industrialdevelopment are obvious, such as started late, low level and weak of the overall development,lack advantages of scale and strong competitive products and brands. As results, resources,huge potential and advantages of Our ethnic pharmaceutical enterprises has not been broughtinto full play. So, the Xinjiang Uygur medicine enterprises need to formulate new enterprisedevelopment strategy promptly according to current situation and changes of the externalenvironment.This paper selected Xinjiang silver Doran Uighur Medicine Co,Ltd as the researchobject. Mordern strategic management was employed to investigate the external and internalsituation of the company. Meanwhile, we analyzed the advantages, disadvantages,opportunities and challenge of the enterprise. Finally, we summarize the SWOT matrixanalysis, provide the strategy and contermenasures of enterprise’s development and aim toachieve great-leap-forward development of the enterprise. I hope this paper could be helpfulto Xinjiang silver Doran company with long-term development, meanwhile, some valuablesuggestions may be provided to other Xinjiang Uygur Medicine enterprises.