| In the 1980 s, Chinese health care products industry began to develop, it has attracted a large number of production enterprises to join the industry with its high profits and relatively low technical and policy barriers. Health care products industry filled the entire market for its rapid speed, but at the same time, there were serious chaotic problems in this industry, it once suffered a serious crisis of confidence. With the outbreak of the SARS virus in 2003, people in panic while on disease prevention and health consciousness is aroused again, the industry began to appear a turn for the better and gradually moved towards the high-speed development period.Throughout the health care industry from infancy to high-speed development stage of the process,the health care industry is about to enter an unprecedented rapid development stage nowadays,and will become a hot industry with public attention.Shenzhen Sun Bio Technology Limited(the abbreviation of the company is Sun Health Branch) was established in 2002 in Shenzhen hi-tech park, it is one of the major high-tech enterprises with a collection of traditional Chinese medicine and health products,technology-based functional health products, science and technology and tonic, health medicine research and development, production and sales. Our company has developed a unique health care function of "ginseng bud extract ", "ginseng extract" "series of health care products, ginseng health products industry in the industry’s reputation with the raw materials——"ginseng" and"ginseng bud". The “ginseng” health products have enjoyed great popularity in the whole industry. However, Since most market share in the market of similar products by a handful of well-known health care products companies occupied the form of product-set lead to consumer habits fixed, it’s still difficult to successfully occupy a place for ginseng’s new series of health product with a series of problems of market competition and confusion. Therefore, studying and determining the company’s competitive strategy ginseng series of health products have been placed in front of the company’s key issues.This paper bases on strategic management theory and the use of PEST tools, and combined with the "Five Forces Model" of Michael Porter. Through the analysis of the internal and external environment of the Sun Health Branch, we’ll identify opportunities and threats that exist in the external environment, while the sun analyze organizational structure, management and competitiveness, biological Technology Co., Ltd., by comparing with competitors, strengths and weaknesses contradictions, we try to discover resources within the company. On the basis ofSWOT analysis, we’ll develop a solar raw ginseng health department alternative products competitive strategy. By using QSPM matrix analysis method, we’ll ultimately determine the sun health Branch "ginseng bud extract," competitive strategy "ginseng extract" and other series of health products for differentiation strategy. Through the implementation of competitive strategy,we’ll achieve the strategic objectives sun Biotechnology Co., Ltd. Ginseng series of health products, and make sure that their health care products in the fierce market competition have always been a competitive advantage. |
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