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论文编号：	8029
作者编号：	2120132803
上传时间：	2015/12/10 15:06:11
中文题目：	T公司国际化经营战略研究
英文题目：	The research of T company''s international market business strategy
指导老师：	杨斌
中文关键字：	国际化；经营战略；T公司
英文关键字：	internationalization; Operation strategy; T company
中文摘要：	在经济全球化浪潮推动下，越来越多的中医药生产企业走出国门，走向世界，积极参与国际竞争。然而，由于受到中西药理论体系存在明显差异、西方人们对中医药认可程度较低等因素影响，我国中医药企业的国际化经营并非一帆风顺。近年来，随着越来越多的国际医药企业进军中医药市场，使得国内中医药企业不得不在国际市场上面临更加激烈的竞争。如何制定中医药企业的国际化经营战略，已经成为国内中医药企业管理层关注的焦点问题之一。 本文以企业国际化理论和战略管理理论为基础，采用案例分析等方法对T公司的国际化经营战略相关问题进行研究。研究结果认为，作为国内中医药企业实施国际化经营的代表性企业之一，T公司的国际化经营为公司发展提供了新利润来源；然而，进一步分析发现，T公司在国际化经营过程中仍存在以下主要问题：一是东西文化差异导致中药难获市场认可；二是中医药缺乏统一质量与技术标准；三是T公司的中医药出口产品较为单一；四是公司缺乏有效的国际化品牌推广战略；五是T公司中医药国际化复合型人才缺乏。正因存在上述相关问题，致使T公司在实施国际化经营过程中遇到不少障碍。 随后，本文通过运用PEST分析法和SWOT分析法，具体分析了T公司实施国际化经营战略所处的内外部环境，以明确公司未来国际化经营面临的主要机遇和挑战、公司内部优势与劣势。基于此，本文提出了T公司的国际化经营战略目标，并建议T公司采取产品国际化、资本国际化策略、进一步丰富现有的产品体系、灵活采用直销和分销等策略，持续扩大公司的国际市场份额，实现既定经营战略目标。最后，为了确保T公司切实落实国际化经营战略，本文分别从将国际化经营从公司层面提高至集团层面,、以国际质量标准规范产品生产、加快市场开拓国际化、完善国际营销公司组织架构、重视知识产权保护等方面提出具体的措施保障。
英文摘要：	In the wave of economic globalization, more and more Chinese medicine production enterprises go abroad, towards the world, actively participate in international competition. However, due to the obvious differences Chinese and western medicine theory system, western people low impact on the rate of recognition of Chinese medicine, Chinese medicine enterprises in China international operation was not all plain sailing. In recent years, as more and more international pharmaceutical enterprises to enter the market of traditional Chinese medicine, the domestic Chinese medicine enterprises have to face more fierce competition in the international market. How to develop the enterprise internationalization management strategy of traditional Chinese medicine has become one of the focuses of the domestic enterprise management of traditional Chinese medicine. In this paper, based on the enterprise internationalization theory and strategic management theory, the methods of case analysis of T company's internationalization management strategy to study related issues. The results of the study think that, as the representation of the domestic enterprises implement the international operation of Chinese medicine enterprises, one of the T company's international business development provides a new source of profit for the company; However, further analysis found that the T company in the process of international operation still has the following main problems: one is the east-west cultural differences lead to traditional Chinese medicine (TCM) to win market recognition; The second is the lack of unified quality of traditional Chinese medicine and technical standards; Three is T company's exports of traditional Chinese medicine is relatively single. Four is T company lack of effective international branding strategy; Five is the internationalization of Chinese medicine compound talent lack T co., LTD. Because of the related problems, the T company encountered many obstacles in the process of implementation of international operation. Then, by using PEST analysis and SWOT analysis, this paper analyzes the T company implement the strategy of international operation of the internal and external environment, in order to make clear the future international business major opportunities and challenges, the company's internal advantages and disadvantages. Based on this, this paper puts forward the T company's internationalization management strategy target, and suggests that T company take product internationalization and capital internationalization strategy, further enrich the existing product system, flexible use of direct selling and distribution strategy, continue to expand the company's international market share, achieve the established business strategic objectives. Finally, in order to ensure the T company earnestly implement the internationalization management strategy, this paper respectively from that the international operations increased from the corporate level to the group level, with international quality standard production, speed up the internationalization of market marketing, improve the international marketing company organizational structure, attaches great importance to the protection of intellectual property rights and other aspects put forward concrete measures to guarantee.
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