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论文编号：	5913
作者编号：	2120112569
上传时间：	2013/12/6 14:10:50
中文题目：	天津医药集团出口产品营销策略研究
英文题目：	The Research on marketing strategy of Tianjin Pharmaceutical Group of export products
指导老师：	李季
中文关键字：	化学原料药 中药 出口 营销策略
英文关键字：	API ，Traditional Chinese medicine ，Export ，Marketing strategy
中文摘要：	医药行业是国民经济的核心组成行业，也是各国建设发展的重要工业领域。近些年来，随着全球经济一体化趋势，世界范围内医药市场保持了快速发展。在行业整体高速运行的背景下，我国医药制造企业虽然保持了强劲出口增长势头，但是仍然存在着许多问题。全球原料药制造区域逐渐向中国和印度等发展中国家地区转移，带来了空前市场机遇。天津医药集团原料药生产企业将面对严峻市场挑战，正确分析市场形势，制定适合企业发展的国际市场营销策略，是一个需要认真研究和对待的问题。我国是中医药文化发源地，蕴藏着丰富的中药资源和技术储备。近些年来，随着西方国家对于天然药物需求不断增长，中医药文化对西方医疗影响不断扩大，中药出口迎来良好发展机遇。但是，因为中西方在医疗文化上存在着巨大差异，中药在国际范围内还不能被广泛接受和认可，因此暴露出企业在中药国际市场拓展方面存在的诸多问题。天津医药集团作为一家典型国有医药企业，具有我国医药生产企业的一些共性的优势和劣势。本文以天津医药集团化学原料药板块和绿色中药板块在国际市场的营销策略为例，从分析国内外营销环境为出发，对集团化学原料药板块和绿色中药板块出口产品的价格策略、渠道策略和促销策略进行了分析。明确了各品类对于不同国家地区市场的组合营销策略。通过本文对于天津医药集团国际市场营销策略的研究，希望能够对国内同行业企业的国际营销起到一定的参考借鉴作用。
英文摘要：	The pharmaceutical is the pillar industry of our national economy, is also an important industry of the world. In recent years, with the trend of global economic integration, the world within the pharmaceutical market maintained a rapid speed of development.The whole industry under the background of high speed operation, medicine manufacturing industry in China has maintained a strong export growth momentum, but still exist many problems. Global API manufacturing region gradually transferred to developing countries such as China and India area, has brought an unprecedented market opportunities. Tianjin Pharmaceutical Group pharmaceutical raw materials production enterprises will face severe market challenges, the correct analysis of the market situation, develop the international marketing strategies for enterprise development, is needed in every serious study of the problem. China is the birthplace of the culture of Chinese medicine, China has rich resources of traditional Chinese medicine and technology reserves. In recent years, with the growing demand for natural medicine in western countries, Chinese medicine culture on the influence of Western medical continues to expand, the export of Chinese traditional medicine ushered in the good development opportunity. But in the west, because there is a great difference in the medical culture, traditional Chinese medicine in the international scope could not be widely accepted and recognized, therefore exposed problems in Chinese enterprises to expand the international market. Tianjin Pharmaceutical Group is a typical state-owned pharmaceutical companies, pharmaceutical production enterprises with some of our traditional strengths and weaknesses. In this paper, Tianjin Pharmaceutical Group chemical raw material medicine plate and green Chinese medicine plate marketing strategy in the international market as an example, based on the analysis of the domestic and international marketing environment as the starting, the group of chemical raw material medicine plate and green Chinese medicine plate export product price strategy, channel strategy and marketing strategy analysis. The combination of different products for different countries and regions of the market marketing strategy. Through the research to the marketing strategy of Tianjin Pharmaceutical Group of international market, we hope to be able to domestic enterprises in the same industry international marketing development plays a certain reference role.
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