| Ejiao is one of the typical representatives in the treasure house of traditional Chinese medicine in China.it has a history of making and using for more than 2000 years.Its curative effect of nourishing yin and tonifying blood is widely known,and it is called the "three treasures" of traditional Chinese medicine together with ginseng and pilose antler.Ejiao has been listed as the national intangible cultural heritage of our country.In recent years,with the rapid development of China’s economy and the continuous improvement of the income of urban and rural residents,Ejiao has gradually entered the families of ordinary people from the court tribute in the past,and has become a tonic for the public to adjust their physical function,improve their physical quality and strengthen their fitness.Shandong has been the main producing area of Ejiao production and processing since ancient times.Ejiao,which paid tribute to the royal family at the end of the Qing Dynasty,came from Jinan,Quancheng.In recent years,the national and local governments have promulgated a series of policies and regulations,and put forward the national health strategy "healthy China",which provides a broad space for the growth of Ejiao industry.At present,there are more than 200 related manufacturers in the domestic donkey-hide gelatin industry,with a large variety of donkey-hide gelatin products and related derivatives,and fierce market competition.The research object of this paper,Shandong HJT Ejiao Co.,Ltd.is a newly established enterprise in 2008.Relying on the advantages of its parent company in the traditional Chinese medicine industry and the historical origin of Ejiao production,the company adopts ancient processing technology to restore the production of Ejiao with Jinan’s unique spring resources,and gradually open the market.For the newly established Shandong HJT Ejiao Co.,Ltd.,the market competition is becoming increasingly fierce,the prices of raw materials are rising year after year,the market demand is ever-changing and the enterprise adheres to the ancient production technology,so that the production space of the enterprise is greatly squeezed,and the enterprise is facing great pressure of development.This paper studies the current situation of Shandong HJT Ejiao Co.,Ltd.and the current development of the domestic Ejiao market,combined with the relevant theories of strategic management,uses the PEST analysis model to analyze the company’s macroeconomic environment,Porter’s five forces analysis model analyzes the overall environment of the Ejiao industry,the SWOT analysis model analyzes the company’s strategy,and the strategic factor matrix analyzes the opportunities and threats faced by the enterprise as well as the strengths and weaknesses of the enterprise.Based on the combination of theoretical research and practical work,this paper makes a comprehensive analysis of the resources,culture,ability,core competitiveness and other factors of the enterprise,preliminarily excludes the cost-leading strategy through the comparative analysis of the competitive strategy,makes a comparative analysis of the differentiation strategy and the centralization strategy by using QSPM matrix,and finally draws the conclusion that the enterprise should adopt the differential competition strategy.In view of the established differentiation strategy,this paper puts forward some relevant implementation strategies in detail,such as product innovation differentiation,product channel differentiation,marketing mode differentiation and so on.at the same time,the implementation of differentiation strategy for enterprises to strengthen enterprise management,financial management,corporate culture construction and the establishment of strategic partners and other safeguard measures. |
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