Research On The Blue Ocean Strategy Of DH Group’s Stem Cell Storage Business

In recent years,stem cells have become a hot word in the field of biotechnology,and the stem cell industry has flourished in my country and the world,especially developed countries in Europe and the United States.Generally speaking,the industry divides the stem cell industry chain into three ports,the back-end industry chain focusing on stem cell collection and preservation,the middle-end industry chain focusing on stem cell drug development,and the front-end industry chain focusing on stem cell and cell technology diagnosis and treatment.There are also names for the layout of upstream,mid-stream and downstream industries.More than ten years ago,due to the fact that the collection and preservation end is simpler than drug development,technical diagnosis and treatment,and has the characteristics of high technology and information asymmetry between ordinary consumers and the industry,the stem cell collection and preservation industry has excess profits,making the stem cell preservation industry highly capitalized.Favored by social investors,the stem cell collection and preservation industry once set off an investment boom.DH Group has been deeply involved in the umbilical cord blood hematopoietic stem cell storage industry for many years and has certain competitiveness in the industry.However,with the overall investment in the stem cell industry soaring,the number of companies in the industry has increased sharply,and the competition in the cord blood hematopoietic stem cell storage industry has intensified.Industry competitors focus too much on marketing transformation scenarios and product packaging,resulting in serious product homogeneity,price wars,service wars,and scenario competitions intensifying.The business model of umbilical cord blood hematopoietic stem cell preservation has also gradually been criticized and squeezed by regulatory authorities and relevant experts in the industry.At present,the DH Group’s umbilical blood storage business is in a red sea of competition and battle,and it is urgent to seek new competitive strategy guidance and development model transformation..This paper starts with the development history and development status of the stem cell industry,and takes the cord blood hematopoietic stem cell storage business of DH Group as the research object.Analyze the macro environment faced by DH Group’s stem cell storage business through the PEST analysis tool;analyze the industry competition environment of DH Group’s stem cell storage business through the "Five Forces Model";Quantitative evaluation,analyze the competition red ocean of DH Group through SWOT matrix and summarize the new strategic orientation,combined with interviews and analysis to find a blue ocean strategy suitable for the development of DH Group.After rebuilding the 6 principles of market boundary,non-customer analysis,and four-step action framework,re-screening competitive elements,drawing a new strategic layout,and creating a blue ocean.And implement the blue ocean strategy by overcoming key organizational obstacles,aligning value profits,people propositions,strategic pricing,and updating the blue ocean.The implementation of the strategy is guaranteed through organization,management,marketing,and human security measures.