| This paper analyzes the internal and external environment of Guangdong guangkang company based on the theory of Porter's five forces model.The analysis of external environment is mainly from the aspects of politics,society,economy,technology,industry market and competition.The analysis of internal environment includes financial resources,organizational resources,technical resources,marketing capabilities,core competitiveness,R & D capabilities,corporate culture,etc.At last,it is concluded that Guangdong guangkang company is facing a promising market,with good independent brand management ability,strong R & D strength,stable and reliable product quality,diversified and stable customer base and other advantages,but at the same time,the company is lack of high-level talents,operation and management model is lack of flexibility.Three alternative business development strategies of the company-cost leading strategy and differentiation strategy and centralization strategy are obtained by using the "SWOT theory" to systematically analyze the opportunities and challenges faced by the development of enterprises.Through QSPM matrix,the cost leadership strategy is 4.55 points,differentiation strategy is 6.00 points,and concentration strategy is 5.60 points,.The company chooses the differentiation strategy,and the company will focus on the strength to continuously improve the brand influence of the company and establish the differentiation of products and services..Finally,from the aspects of product differentiation,brand differentiation,service differentiation and channel differentiation,the strategic implementation plan of Guangdong guangkang company is systematically proposed.The company will establish quality management system and customer feedback mechanism,optimizing organizational structure,strengthening corporate culture construction to establish business strategy implementation guarantee measures and strategic implementation control measures. |
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