Chulalongkorn University Theses and Dissertations (Chula ETD)

Year (A.D.)


Document Type

Independent Study

First Advisor

Chalaiporn Amonvatana


Faculty of Economics (คณะเศรษฐศาสตร์)

Degree Name

Master of Arts

Degree Level

Master's Degree

Degree Discipline

Business and Managerial Economics




Entering the 21st century, enterprises are facing a rapidly changing and uncertain global competitive environment. Product technology has been constantly updated and improved, and the pace of industrial upgrading and transformation has been accelerated. In the new competitive environment, the key to the success of an enterprise is the goal, truly in-depth, comprehensive, in-depth analysis of the enterprise's internal and external environment, use their own advantages, tap the potential of the enterprise, timely seize the opportunity, avoid threats, and develop the enterprise's Core technology. In order to create the core technology and competitive advantage of the enterprise, it is necessary to establish or adjust the corresponding competitive strategy with new thinking, concentrate the resources and ability that the enterprise can control, and implement the strategy effectively. Based on the research object and the current competitive status of Tong Ren Tang,, this paper adopts the method combining theory and practice, including SWOT analysis and BCG matrix analysis, as well as relevant government policies, and the Tong Ren Tang method to study and analyze the industry environment, industry competition, products and competitors. This article mainly from the company's development direction, overall strategy, competitive strategy and product research and development and other aspects of strategic recommendations. Based on the appeal analysis, while ensuring that TRT is the leading enterprise in the industry, it will continue to develop and innovate to Expand the new global market to meet the requirements of economic globalization.. Let TRT not only be the TRT of China, but also the tong ren tang of the world.

Included in

Economics Commons



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