Su Pharmaceutical Competitive Strategy

With the rapid development of the pharmaceutical industry and further reform of the medical and health system in China, SZYY Goup Pharmaceutical Co., LTD, which makes traditional Chinese medicine as main product, is facing the complex and ever-changing external environment. The industry competition pattern changes and the enterprise’s own defects make the enterprise development face severe challenges. How to position and choose What kind of competitive strategy, expand the pharmaceutical market, and increase market share become an important issue facing the company.This paper, at first uses PEST framework and potter’s five competitive forces model to analyze the macro and pharmaceutical industry overall environment, through its external environment, we get SZYY’s external opportunities and threats. Then, with value chain method, we get SZYY’s internal strengths and weaknesses. Combined with SZYY’s strategic position, and the analyze of the feasibility of three kinds of competition strategy, it is concluded that it should choose the differentiation strategy, in ord to differentiate themselves from the differentiation strategy. Specific measures include:research and develop new varieties of medicine to achieve product differentiation; change the marketing mode, to achieve the marketing differentiation; attach importance to brand building and promotion to achieve the image differentiation; enhance service quality to achieve service differentiation. In order to ensure the effective operation strategy, formulated the guarantee measures:optimize the enterprise organization structure, strengthen the construction of talent team and carry forward the tradition of excellent enterprise culture.