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论文编号：	3799
作者编号：	2120092664
上传时间：	2011/11/27 9:30:40
中文题目：	天士力集团开拓南非中药市场营销策略研究
英文题目：	The Research on the Marketing Strategy of Tasly Group to Develop Traditional Chinese Medicine in South Africa
指导老师：	许晖
中文关键字：	天士力集团 国际市场营销 南非市场 中药营销 营销策略
英文关键字：	Tasly Group; International Marketing; South Africa Market; Traditional Chinese Medicine Marketing; Marketing Strategy
中文摘要：	中医药是中华民族的文化遗产和民族瑰宝，有着悠久的历史和浓厚的文化底蕴。在今天随着“整体医学”和“预防医学”的兴起，以及化学药暴露出来的如耐药性，依赖性等不可以克服的弊端，尤其是超级耐药菌群的出现，人们对自然、天然的追求越来越强烈。中药以平衡作为治疗和预防疾病的出发点，强调通过调节身体内平衡和增强身体的免疫力，以达到预防和治疗疾病的效果受到众多人所追捧。改革开放之后，中医药的发展取得了瞩目的成就，尤其加入WTO后，中国与世界上各国的交流不断加深、加强，很多国家对中医药的认识不断提高，截至到目前，国际社会已经有130多个国家承认和接受中医药；一方面国际市场对中药的热衷追捧，另一方面我国政府对中药走出国门走向世界的政策扶植，使我国中药事业国际化营销面临着前所未有的机遇和挑战。目前中药在国际市场上的营销模式以及营销策略还没有一个成熟的模式，与化学药不同，中药强调多靶点、药性温和、起效慢、重在调节，因此很多国家对中药没有针对性的标准，只是简单的用化学药品的检验方法等来衡量中药的疗效和质量，成为中药真正进入国际主流医药市场的受到众多制约因素之一。实践证明由于文化差异的存在使在发达国家中直接发展中药产业，进入主流医药市场不可能；南非有着200多年的英国殖民史，属于英联邦国家，与英国的文化相近，同时南非又是非洲大陆的旗帜国家，被称为发展中国家的发达国家，以南非为市场突破口，使中药进入南非主流社会进而进入发达国家的主流社会成为可能。本文以国际市场营销策略理论回顾为出发点，通过分析南非市场的宏观环境，寻找适宜的营销策略以及进入模式；采用实证分析的方法进行研究，通过分析天士力集团在南非市场采取的营销策略以及进入模式等内容，分析解决问题。近年来，研究中药国际化的课题很多，但是基本上都是研究中药国际化所面对的问题，或者中药国际化的瓶颈问题等内容，以实证分析得出成功模式的文章不多，本文正是以天士力集团开拓南非市场为例，通过分析案例，得出一个较为成功的成熟的模式，具有现实意义。
英文摘要：	Traditional Chinese Medicine is rare and unique treasure with long history in China. With the warming of “the whole medical and prevention medical”, and the weakness of Chemical Medicine such as anti-drug character, or the appearance of super biotic, considering more health, more and more people are chasing for the health, natural life. Traditional Chinese Medicine focuses on the Balance of the body, and prevention the disease with increase the immune system. After the China reforming, the development of Traditional Chinese Medicine is more achievable, being the member of WTO, China find more opportunity to communicate with other country, so more and more country know and understand Tradition Chinese Medicine. Until now, there are about 130 or more countries can receive the idea of Traditional Chinese Medicine. Traditional Chinese Medicine has the rare opportunity and challenge with the policy from China government and chase for the natural life all over the world as well. Currently Traditional Chinese Medicine’s international marketing module and marketing tactics are not mature. Difference with Chemical Medicine, Traditional Chinese Medicine focuses on the more target, moderate, so the effective is more slowly, and most of the Traditional Chinese Medicine’s Formula have the effective on adjust the body. As the result of this, there are few specific standards to Traditional Chinese Medicine in the international market. Most of the countries evaluate the Traditional Chinese Medicine with the Chemical Medicine’s standard. This is one of the reasons why the Traditional Chinese Medicine can’t step into the international medicine market. With the experience, developing the Tradition Chinese Medicine in the difference culture is impossible. Traditional Chinese Medicine can’t be received by the main stream medicine market with difference culture. With more than 200 years colonial history, South Africa has the similar culture with England. Even more South Africa is a flag country in Africa and it is called development country in developing country. From South Africa, make the possible that Tradition Chinese Medicine step into the Western Country. This study is beginning from the research on market tactics, according to analyze the macro-environment of South Africa, set up the marketing tactics and the marketing module. From the empirical analysis method, we take Tasly Group in South Africa as analysis of objects; we get the conclusion that marketing tactics and marketing module on how to explore international market. In the recently years, there are more subject on Traditional Chinese Medicine international marketing. Most of the subject is on the question that exploring the international market. There are few subjects on the successful module research. This thesis is what mentioned through the experience from Tasly Group. So it’s more meaningful.
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