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论文编号：	6683
作者编号：	2120112842
上传时间：	2014/12/4 9:58:42
中文题目：	天津中新药业集团国际市场营销策略研究
英文题目：	Research of International Marketing Strategy of Tianjin Zhongxin Pharmaceutical Group
指导老师：	许晖
中文关键字：	中新药业 传统中药 国际市场营销 营销策略
英文关键字：	Zhongxin Pharmaceuticals;Traditional Chinese medicine;International marketing; Marketing strategy
中文摘要：	众所周知，中医药起源于中国本土，是扎根于中国文化的医药体系，具有丰富的文化内涵。中医药文化博大精深，历经数千载而不衰，是优秀的文化瑰宝，也是人们在千百年的中医药事业奋斗发展中孕育出来的宝贵财富，它为中华民族的繁衍和发展强大作出了巨大贡献。即便在医药领域高度发展的今天，传统中医药在保健事业中仍然发挥无可替代的积极作用。随着中医药几十年来在西方国家的传播和应用，越来越多的国家对中医药有了更深入的认识，与毒副作用较为显著的西医药相比，人们更加热衷于追求绿色、健康、自然的保健方式。本文以国内一家知名大型制药企业——天津中新药业集团股份有限公司国际市场营销为例，探讨传统中药在海外市场的营销策略。文章首先在阐明研究背景、意义和研究思路与框架的基础上，深入回顾营销策略以及国际营销等相关理论，构建本文相应的理论支撑。接下来，对传统中药国际化发展现状、发展目标和行业竞争的情况进行了充分的分析，提出企业发展国际化道路的必要性。然后将中新药业集团作为本文的研究对象，进一步依据环境分析理论SWOT分析法、PEST分析法，4P组合营销理论等论证该公司进行国际化的可行性，通过研究其近几年国际销售的市场份额、利润水平、探讨国际市场面临的主要问题及原因所在。文章通过与其他国内外知名大型中药企业对比研究，为中新药业集团在所处的国际市场中进行了角色定位，总结出了更有利于其中成药国际营销的决策和建议。最后，总结了公司在海外国家营销发展过程中需要注意的地方，并依据所选择的国际化发展道路提出具体实施的方案和保障国际化进程顺利进行的控制方法。本文从理论与实践相结合的角度，针对中新药业集团存在的主要问题，运用相关知识进行分析，并找出相应方案。作者在中新药业集团几年的工作中，深刻了解公司海外营销存在的问题，同时占有本行业以及本企业大量真实的数据和一手资料，希望本文的研究成果能对中新药业集团以及从事传统中药的同行企业带来一定的现实参考意义。
英文摘要：	As it is known to all, traditional Chinese medicine was originated from China and rooted in the medical system of Chinese culture. Chinese medicine culture is extensive and profound, with the history of thousands of years. It is the excellent cultural treasure and also valuable wealth gestated by people’s efforts in Chinese medicine development. Chinese medicine has made great contribution to the proliferation and rapid growth of Chinese people. Traditional Chinese medicine is still irreplaceable in health care undertakings even the medical field is high of development. With the wide spread and application of Chinese medicine in western countries, more and more countries have recognized Chinese medicine in depth. Compared with western medicine that has obvious toxic and side-effect, people are keen to pursue green, healthy and natural care methods. This has brought many opportunities to Chinese medicine to go abroad. This thesis takes international marketing of Tianjin Zhongxin Pharmaceutical Group Co. Ltd. as an example, discussing the marketing strategies of traditional Chinese medicine in overseas markets. The thesis reviews marketing strategies and international marketing theory based on the research background, significance and research thinking, which builds up the theory support in this thesis. The thesis analyzes Chinese medicine current international development status, development goals and industry competition and proposes the necessity of enterprise development of internationalization. And then, the thesis uses Tianjin Zhongxin Pharmaceuticals as research subject, discussing the internationalization feasibility of this company by environmental analysis theory, SWOT analysis method, PEST analysis method, 4P marketing mix theory. Through the research of market share, profit level of the company in recent years, it explores the main problems and reasons of international marketing. By comparison of the large famous Chinese medicine enterprise at home and abroad, the thesis fixes position for Zhongxin Pharmaceuticals in international marketing and makes strategic decisions and suggestions which are benefit for its Chinese medicine international marketing. In the end, the thesis concludes the issues that needs attention during marketing in overseas countries and proposes detailed implement scheme and the control method that to guarantee the internationalization process. By combination of theory and practice, the related knowledge is used to analyze and work out the corresponding scheme aiming at the main problem of Zhongxin Pharmaceuticals. The author has been working in Zhongxin Pharmaceuticals for several years and known the problems existing in international marketing, meanwhile, the author owns a great amount of real data and first hand information of this company and pharmaceutical industry, and hope this thesis can bring some realistic referential meaning to Zhongxin Pharmaceuticals and the enterprises in the same traditional Chinese medicine industry.
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