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HCB biotechnology company development strategy research

Author: ChenZuo
Tutor: YangDan
School: Southwestern University of Finance and Economics
Course: Business Administration
Keywords: Health food industry Small and medium-sized health food companies Development Strategy SWOT Five Forces Model
CLC: F426.82
Type: Master's thesis
Year: 2010
Downloads: 122
Quote: 0
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Abstract


The health industry is identified by the United Nations Industrial Programme In addition to the information industry of the 21st century on behalf of human social and economic development direction of another sunrise industry. Health food industry as the health industry is an important part of the countries of the world, including China, to flourish. The health food industry has been hailed as the \In China, modern health food industry, the rapid development of only a few decades old, but the use of the concept of health and health care products in China has a history of thousands of years, as China's steadily growing economy makes the majority of people's living standards continues to improve, continue to strengthen health awareness, purchase a surge in demand for health food production and marketing enterprises therefore a development opportunity. 3000 health food company in China, listed companies are not more than 10, about 98% of the company for the investment of 100 million yuan of small and medium-sized health food company. In this paper, the HCB biotechnology company is a medium and small health food company representative. The company is not only faced with the general SMEs in general need to be resolved, also faces its own unique difficulties. How to develop an appropriate development strategy, precisely in this article to study and discussion in order to address these issues in the development of the company. This paper introduces the basic situation of the HCB biotechnology company, also outlined the definition of health food, sort out the difference between food, medicine and health food these confusing concepts. Then, follow from macro to micro, from outside the company to the company's internal research methods, analyze the macroeconomic environment, the international environment, the industry environment, the operating environment. Use PEST macro environment analysis model from the four aspects of the political, economic, social, technological identify important factors affecting the health food industry. To the health food industry, the rapid development of countries and regions and horizontal line HCB biotechnology company major overseas markets: the United States, Japan, Europe focusing on objects in the international environment, to achieve further international goal to provide a reference. From the height of the industry combined with Porter's five forces analysis model to explore the history of the development of the industry of health care products in China, and the common problems and make the prospect of health care products industry development trend. From HCB biotechnology company and the use of value chain analysis of the company's strengths and weaknesses in the operating environment, and to identify the core competitiveness, to find a solid and reliable foundation for the company's development strategy. External factor evaluation matrix (EFE) and internal strengths and weaknesses analysis of the SWOT analysis model based on the analysis of the matrix (IFE), clearly pointed out that the optimal development strategy in line with the company's mission and strategic objectives, including product strategy and business strategy. Finally, discussed in detail in several important problems in the company's development strategy: to adjust marketing planning program, manage customer relationships, create a brand, the development of internationalization to enhance research and innovation capacity, strengthen production management and quality control, allocation of human resources to build the corporate culture .

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