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论文编号：	12560
作者编号：	2320180608
上传时间：	2021/6/15 21:21:59
中文题目：	T集团拓展澳大利亚中医药市场的营销策略研究
英文题目：	Research on the Marketing Strategies of T Group Expanding Australian TCM Market
指导老师：	许晖 教授
中文关键字：	澳大利亚；中医药； 国际市场 营销 ；商业模式 营销组合策略
英文关键字：	Australia; Traditional Chinese Medicine (TCM); International Marketing; Business Model; Marketing mix strategy
中文摘要：	中医药是中华民族的伟大创造，是我国几千年来智慧的结晶。随着改革开放程度的不断扩大，中医药学作为中国文化主要载体之一成为对外交流的重要内容。近年来国家商务部、中医药管理局和卫生部等多部门陆续出台多个政策推动中医药国际化的发展。随着全球人口老龄化的加剧，疾病预防和慢病管理的需求日益增加，中医药在这些方面有着西医药不可替代的优势，海外市场对中医药的接受度也逐年提升，为中医药在海外的发展带来了更大的机遇。 T集团是国内知名的民营医药企业，经过多年的国际化拓展，T集团在全球20多个国家和地区开设了分公司或办事处，中成药产品出口额进入全国五强。然而，近几年国际市场政治和经济环境大幅变化、电子商务等新兴商业模式的悄然兴起，都对T集团的中医药国际市场营销造成了巨大冲击，遇到了发展的瓶颈。T集团需要积极创新和调整在海外市场的商业模式和营销策略，才能确保中医药的海外业务的持续经营，从而实现集团全面国际化的战略目标。 本文通过对中医药海外发展路径的分析和借鉴，为T集团在澳大利亚市场构建了一个以“西医带中医，中医带中药”的中西医融合医疗平台商业模式，并基于此医疗平台为T集团制定了拓展澳大利亚中医药市场的营销战略和营销组合策略。论文使用战略分析工具对T集团在澳大利亚中医药市场的竞争格局和优劣势等做出分析，T集团具有领先的现代中药生产技术、与国际接轨的产品质量标准及国际市场战略性投入的优势，但同时面临着在澳洲已注册中成药产品匮乏和经销商渠道单品销量小而无法持续性发展等问题。针对这些问题，本文基于魏朱六要素商业模式模型，对澳大利亚基础医疗平台的业务系统进行分析并得出结论：T集团需要通过收购澳大利亚西医基础医疗机构，而后将中医药引入，构建中西医融合医疗平台商业模式来获得竞争优势；在该商业模式下西医家庭医生将患者转诊至中医，再基于该医疗平台实施“中医+康复治疗”、“中西医结合慢病管理”、扩充中药配方颗粒等一系列营销组合策略，并为营销策略的实施提出保障措施，帮助T集团拓展澳大利亚中医药市场。
英文摘要：	Traditional Chinese Medicine (TCM) is a great creation of the Chinese nation and the crystallization of thousands of years of wisdom. With the continuous expansion of the reform and opening-up policy in recent years, the deployment of the "One Belt And One Road" national strategy, TCM, as one of the main carriers of Chinese culture, has become an important part of foreign exchanges. In recent years, the Ministry of Commerce, the State Administration of Traditional Chinese Medicine, the Ministry of Health and other departments have issued a number of policies and documents to vigorously promote the development of TCM internationalization. With the aggravation of global population aging, the demand for disease prevention and chronic disease management is increasing day by day. Comparing with western medicine, TCM has irreplaceable advantages in these aspects. And in overseas market the acceptance of TCM is also increasing year by year, which brings greater opportunities for the development of TCM overseas. As a well-known private pharmaceutical enterprise in China, T Group explored the international market of TCM very early. After many years of international expansion, T Group has set up subsidiary companies or offices in more than 20 countries and regions around the world, and the exporting revenue of TCM formula products has entered the top five in China. However, due to the great change of international market in political and economic environment, the emerging of new business model such as E-commerce, T group met bottlenecks in the international market development. T Group needs to actively innovate and adjust its business model and marketing strategy in the overseas market. That will ensure the sustainable operation of the overseas business of TCM and achieve the strategic goal of internationalization of the Group. Through the analysis of the overseas development path of TCM and the research of Australian basic western medical business platform, which is purchased by T group, this paper wants to build a new business model of integration medical platform of Chinese and western medicine with " Western medical service boosts TCM service, TCM service boosts TCM products" in Australia; and develops the corresponding marketing strategy and marketing mix strategy based on this medical platform. This paper uses strategic analysis tools to analyze the competitive pattern, advantages and disadvantages of T Group in Australian TCM market. T Group has the advantages of leading modern TCM production technology, product quality standards in line with international standards and the strategic investment in the international market. However, T group faced has the problems such as the lack of registered TCM products in Australia and small sales volume of single product in distributor channels, which can’t afford the sustain development. Based on Wei and Zhu’s six elements of business model, this paper made the analysis of Australia's basic medical platform business system and draw the conclusion: T group needs to make the acquisition of western basic medical institutions in Australia, and then take the TCM into them, to build a combination of Chinese and western medicine medical platform business model to gain competitive advantage. Under the business model the family doctors could refer patients to the TCM doctors. Based on this medical platform, to implement a series of marketing mix strategies including "TCM+ Rehabilitation therapy ", "combining Chinese and western medicine for chronic diseases management", the expansion of TCM formula granules and putting supporting measures for the marketing strategies to help T group expanding Australia TCM market.
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