A Comparison Research On Strategic Path Selection And Financial Performance Of Yunnan Paiyao And Tong Ren Tang

In recent years,with the change of china ’s population structure,and gradually increase the pressure of people’s lives,"sub-health" phenomenon is increasingly common,traditional Chinese medicine keeping in good health,the concept of "to prevent diseases"is deeply rooted in the hearts of the people gradually,as the development of《traditional Chinese medicine "shisanwu" planning》lauch and implement step by step and《The Laws of Traditional Chinese Medicine》issue and implemented,also reflected the national guidance of support and encourage of traditional Chinese medicine industry.Yunnan Paiyao and Tong Ren Tang are brands with a long history of traditional Chinese medicine enterprises in China,and the domestic two landmark Chinese medicine enterprises,the development of the two companies witnessed the development of Chinese medicines,the two companies’ future development of strategic path selection affects the development of Chinese medicine industry.This article through to the two companies’ strategic path selection,development direction and financial performance to conduct a comprehensive analysis and comparison,through the strategic choice for the two companies and its impact on the financial performance of comparative analysis,it is concluded that the two domestic heavyweight enterprise beneficial inspiration and suggestions of Chinese medicine to make a beneficial exploration.In this paper,the instruction clarify the research background and significance of this article,and clarify the research content and framework,it is the outline of contract section.Industry analysis in this paper,the second chapter mainly analyzes our country macro economic development and its influence on the development of the pharmaceutical industry,and analyze the industry development situation of Chinese medicine,is the basis of this article.The third chapter of this paper mainly discusses the development of Yunnan Paiyao and Tong Ren Tang and their strategic analysis respectively,to research the two companies’strengths,weaknesses,opportunities and challenges facing,made a simple analysis about the two companies’strategic choices.The fourth of this paper mainly make a comparative analysis of Yunnan Paiyao and Tong Ren Tang’s accounting policy and financial statements,and make three dimensional analysis of the balance sheet,the income statement and the cash flow statement,the two companies’nearly five years of financial performance were comparatively analyzed.Chapter 5 of this article is mainly to Yunnan Paiyao and Tong Ren Tang comparing relevant financial ratio analysis,analysis of the two companies’ profitability,efficient use of assets and liabilities management ability,cash ability,growth ability,management risk and financial risk and value creation ability differences,and how the two companies’strategic development path choice lead to these differences.The sixth chapter of this article is conclusion and suggestion part,through the above analysis,we try to give suggestion for Yunnan Paiyao and Tong Ren Tang about future development path selection and management,and also hope to draw beneficial enlightenment to the domestic industry of Chinese medicine development.