Research On Market Competitive Strategy Of Fangling Pharmaceutical Company

The paper takes Fangling Pharmaceutical Co., Ltd. as an example, studies thesignificance of competition strategies in the process of achieving profit of companies,provides a reference which other companies use to develop competition strategies, selectscompetition strategies to achieve strategic objectives of the company, and deepensunderstanding of strategic objectives of companies, therefore is of important theoretical andpractical significance. The paper analyzes the internal and external environment by usingon-site interviews, questionnaires and literature review method, and provides a solidfoundation for the formation of competition strategy of Fangling Pharmaceutical Co., Ltd..Firstly, the paper has combed domestic and foreign literature in terms of competitivestrategy, and briefly introduces the concept, as well as the type and analysis methods ofcompetitive strategy. Secondly, the paper introduces the status quo of China and ShandongProvince pharmaceutical industry and the basic situation of Fangling Pharmaceutical Co., Ltd.,and uses the internal and external environmental analysis method to study the company’sexternal and internal environment. The results shows that the company is facing theopportunities such as the strength of comprehensive national, the improving of the level ofconsumption, emphasis on drug safety, GMP certification, price war, industry reshuffles andnational policy guidance to avoid duplication and threats such as the reform of the health careand drug prices system, the raise of raw material prices, increased competition in thepharmaceutical market, small-scale enterprises in the external environment, while thecompany is of strength such as good product quality and performance, powerful research anddevelopment capabilities, stable market demand, technical capacity, low product cost,corporate culture,and financial resources and weakness such as no brand, less product varietyand poor marketing team building. Thirdly, we search for industry structure, the company’sinternal resources and abilities to deduce the company’s short-term, middle-term, as well aslong-term development project. On this base, the competitive strategies are systematically putforward. Finally, to ensure the effective implementation of competitive strategies, the paperputs forward suggestions such as adjusting the company’s organizational structure, rebuildinginstitution, building corporate culture and remodeling employee values, Business ProcessIntegration and enhancing the operational capabilities of the company’s capital.