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Research of the Development Strategy of the Tong-tai Pharmaceutical Supermarket in Qin An

Author: WangXiaoLiang
Tutor: HanGuoMing
School: Lanzhou University
Course: Business Administration
Keywords: enterprise development strategy medicine
CLC: F721.7
Type: Master's thesis
Year: 2013
Downloads: 33
Quote: 0
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Abstract


After the implement of National Basic Medicines System in2009, the operating environment of the domestic pharmaceutical industry is undergoing tremendous changes, and the market competition in the industry is sharply strengthening. The bargaining power of consumers is greatly increasing with the increasing demands and requirements for products and services. By the pharmaceutical market impact of changes in supply and demand, profit margins have fallen significantly. Tong-tai Pharmaceutical supermarket as a drug retail enterprise is affected by the impact of the change in the overall situation of the pharmaceutical market without exception. Therefore, it is particularly important that Tong-tai pharmaceutical supermarket re-determines the company’s future strategic development goals, and to take practical and strategic development of effective countermeasures to ensure that the enterprise economic sustainable development and the realization of the strategic objectives.This dissertation uses the theoretical knowledge of management and strategic management, first, analysis the development status of the domestic pharmaceutical industry. Second, analysis the market competitive position of the Tong-tai Pharmaceutical supermarket through the PEST model, in order to identify the political and legal environment (Political Factors), economic-environment (Economic Factors), social and cultural environment (Social-cultural Factors) and environment (Technological Factors). Then the use of an external factor evaluation matrix (EFE), internal factors evaluation matrix (IFE), the advantages-and disadvantages-opportunities-the threat matrix (SWOT) and quantitative strategic plan matrix (QSPM) method should be taken by the Tong-tai pharmaceutical supermarket, which has a certain reality, targeted, specific operational measures to continue to make breakthroughs and development of competition in the industry. Along the road of sustainable and scientific development, it continues to survive, develop and grow.This dissertation presents the center suitable for development as well as in line with the strategic objectives of the actual market competition with the Tong-tai pharmaceutical supermarkets core competitiveness, namely to ensure the quality of medicines and the application of new technologies to market demand-oriented, in order to improve the economic efficiency of enterprises, which is great efforts to cultivate the core competitiveness of enterprises, and increase brand awareness, give full play to the differentiation and cost competitive advantage, and expands market share, and gradually form a strong, gifted, features three prominent retail chains pharmaceutical Co., LTD. The dissertation gives an analysis and research on the future strategic development of Tong-tai pharmaceutical supermarkets, which plays a positive role in the future operation and development of the enterprise. At the same time, the analysis of the strategic choices and the formulation of the strategic objectives for other businesses have some reference for value.

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CLC: > Economic > Trade and Economic > China's domestic trade and economic > Commercial institutional and organizational > Supermarkets, chain stores,specialty stores
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