Research On Competitive Strategy Of Gansu Zhongyou Health Medical Chain Store Co.Ltd.

The drug retail industry is related to people’s health, and at the same time links to social stability and economic development closely. Under the condition with perfect market economy in our country, the competition of pharmaceutical retail chain environment is intense, so adjustment will be done for many times in medicine circulation system. The constant changed operation models promote medical market to develop towards the direction of scale,standardization and intensification. As a subsidiary company of Zhongyou Health Company Limited by Shares. Zhongyou Health Medical Chain-Store CO.Ltd. is a chain enterprise with pharmaceutical production and retail integrated.The formulation of competitive strategy is analyzed from multiple angles and then is chose and determined. After that, strategic implementation and control is made. Enterprises will encounter a variety of problems in competition, so formulating competitive strategy which is suitable for corporate development and finishing corporate mission is particularly important. We look for business advantages and the best period of strategic opportunities by analyzing and studying internal and external environment of the entire corporate market.There are only five stores in the initial period of Zhongyou Health Medicine Chain-Store CO.Ltd. With the guidance of national policy, its scale is expanded continually. Under the economic environment, the company has developed rapidly and has considerable power in northwest of China. Its integrated business has extended to Xinjiang market. With the diversification of the corporate business, new companies pour into the market, which results in a change in the market environment of the pharmaceutical retail industry. Great changes are also occurring in the supply-demand relationship. With the development of electronic commerce,Zhongyou Health Medicine Chain-Store CO.Ltd. faces survival crisis. Competitive strategic transformation is imperative. Therefore, we need to analyze and study the internal and external environment of Zhongyou Health Medicine Chain-Store CO.Ltd. to develop a competitive strategy which is suitable for the development of the company, so as to make it develop and grow in the competition, adapt to the development of science and technology and have a unique competitiveness.The author firstly expounds the relevant theories and studies the external and internal environment of Zhongyou Health Medicine Chain-Store CO.Ltd. in this paper.The author uses the form of asking, analyzing and solving problems. In this paper, the author applies a variety of tools such as PEST analysis, Porter’s five forces competitive model, etc. The author Studies the macro environment of Zhongyou Health Medicine Chain-Store CO.Ltd. to understand the overallcompetitive environment of pharmaceutical chain industry and analyzes its existing defect. In the analysis of internal environment of Zhongyou Health Medicine Chain-Store CO.Ltd., the author mainly analyzes from those aspects including personal allocation, organization structure,enterprise culture(vision, mission),etc in this paper. At the same time, the author focuses on company operating conditions, quality supervision, logistics distribution and other aspects of the whole industry environment. The focus of this paper will be on the strategic choice of Zhongyou Health Medicine Chain-Store CO.Ltd. in the paper. The author will make analysis and judgment by using SWOT strategic analysis tools. Differentiation competitive strategy is the most suitable strategy for the development of Zhongyou Health Medicine Chain-Store CO.Ltd. Therefore, the author will explain the selection and implementation of the competitive strategy of Zhongyou Health Medicine Chain-Store CO.Ltd. and also put forward safeguard measures in the paper, so that Zhongyou Health Medicine Chain-Store CO.Ltd. can response to the effect of the development of Internet technology and complex and changing economic environment.