Author(s)

Li Weiwei ¹

Affiliation(s)

¹ School of Management, Lyceum of the Philippines University-Batangas, Capitol Site, Batangas City, 4200, Philippines, China

Corresponding Author

Li Weiwei

ABSTRACT

With the continuous development of the world pharmaceutical industry, the status quo and future development of the domestic and international pharmaceutical industry has become a hot issue of concern. After a long period of rapid growth in China's modern pharmaceutical industry, the competition between the domestic pharmaceutical industry and the foreign pharmaceutical industry has become increasingly fierce and obvious. This paper expounds the application of Ansoff matrix to analyze the growth strategy of China Yunnan Baiyao Group.

KEYWORDS

Ansoff matrix, Yunnan baiyao, Pharmaceutical industry, Strategy, Market, Industry

CITE THIS PAPER

Li Weiwei. Analysis of Ansoff Growth Strategy: a Case of Chinese Yunnan Baiyao Company. Industrial Engineering and Innovation Management (2021) 1: 1-6. DOI: http://dx.doi.org/10.23977/ieim.2021.040201.

REFERENCES

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[3] Baiyao. Management window. P115.
[4] Guo, X. H., Jing, C. Y. (2014). Strategic Analysis of Successful Brand Extension of Yunnan Baiyao Toothpaste. Theoretical wide angle. P246.
[5] Guo, Y. N., Rao, J. L. (2017). The Enlightenment of Yunnan Baiyao Brand Differentiation Strategy to Traditional Enterprises. Brand Strategy and E-commerce. P58
[6] Luo, L. (2010). Strategic choices for new products entering the market.           National Trade Economic Core Journal. P23-29
[7] Zheng Yongqiang, Zhang Jie. Ansov matrix and enterprise strategic diversification [n]. China accounting journal, 2021-01-29 (015)
[8] Li Chao, Ba Chun. Marketing strategy analysis of Yunnan Baiyao [J]. Enterprise reform and management, 2021 (10): 107-108

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