Research On The Competitive Strategy Of Traditional Pharmaceutical Enterprises

At present,the COVID-19 epidemic has been initially controlled through various measures in China,but emergencies still occur around the world,and the COVID-19 epidemic still threatens the survival and development of the whole society.Chinese medicine has become more and more important,and has constantly promoted global innovation and the development of the pharmaceutical supply chain.The whole pharmaceutical industry and enterprises have mobilized to actively participate in epidemic prevention and resistance activities,rapidly develop COVID-19 diagnostics,vaccines and therapeutic drugs,and expand the growth of the pharmaceutical field.At the same time,the national policy has changed,and the purchase with quantity has been promoted continuously.At present,opportunities and challenges coexist in the pharmaceutical industry.Since its entry into the Chinese market,Company A has continuously expanded its investment scale.Its business in China is impressive and its proportion in the world continues to increase.However,in recent years,it has faced many challenges such as declining performance and difficult to improve profits.The pharmaceutical industry is a high investment,high income and high technology industry.At the same time,along with the high-risk industry,the domestic pharmaceutical environment is constantly changing,which puts forward higher standards for the company.How to cope with the current changes in the pharmaceutical environment,formulate the company’s strategy,and maintain the company’s business sustainable and rapid development has been put in front of Company A.In this context,this paper takes Company A as the research object,identifies the research on competitive strategy and the pharmaceutical industry at home and abroad through literature review,and then analyzes the external environment of Company A,and analyzes the macro environment and industry environment of Company A through the PEST model and the five force model.At the same time,using the EFE matrix analysis,it is concluded that the overall external environment advantage of Company A is greater than the various threats it faces,and the company needs to further seize the opportunity,avoid risk points in time,and occupy new advantages in the market.Through the research of company A’s value chain and internal resources,and at the same time benchmarking analysis,the IFE analysis matrix is obtained,which proves that the company has a certain competitive advantage within itself,and it is necessary to further expand the competitive advantage and make up for the shortcomings.Based on the SWOT analysis method,this paper summarizes the opportunities,threats,advantages and disadvantages of Company A,and on this basis,selects the competitive strategy of Company A and confirms that the differentiation strategy is most suitable for the company.Finally,the implementation strategy of strengthening R&D innovation,product field layout differentiation,marketing differentiation,optimizing the human resources system,and creating a characteristic corporate culture is proposed.At the same time,specific measures to ensure the implementation of the strategy are also proposed.This paper is a study on the application of strategic management theory of traditional pharmaceutical enterprises,Company A is one of the earliest foreign pharmaceutical companies to enter China,and is deeply integrated into the development of China’s pharmaceutical industry.Under the new environment,the study of its competitive strategy can provide a reference for the localization of other multinational pharmaceutical companies,and also has certain reference value for the development of China’s pharmaceutical industry.