本文選題：現(xiàn)代中藥 + 國(guó)際化��； 參考：《天津大學(xué)》2013年碩士論文

【摘要】：中醫(yī)藥是我國(guó)歷史悠久的一項(xiàng)重要的文化傳承，是我國(guó)幾千年智慧的結(jié)晶。然而以中醫(yī)藥為代表的植物醫(yī)療制品，在當(dāng)今國(guó)際社會(huì)，始終無(wú)法真正的融入醫(yī)療主流市場(chǎng)，即便被一些國(guó)家和地區(qū)許可經(jīng)營(yíng)，也始終處于替代療法或作為現(xiàn)代醫(yī)療系統(tǒng)的補(bǔ)充組成而存在。究其原因，是因?yàn)橹嗅t(yī)藥理論與現(xiàn)代醫(yī)學(xué)理論具有非常大的區(qū)別，尤其是對(duì)于藥品使用的安全性和有效性，西方醫(yī)學(xué)以藥物的化學(xué)基礎(chǔ)研究為基點(diǎn)，開展一系列的藥理毒理學(xué)和臨床研究，作為藥物上市的標(biāo)準(zhǔn)，這與植物藥的傳統(tǒng)評(píng)價(jià)方式截然不同，這就導(dǎo)致了西方國(guó)家對(duì)中藥的無(wú)法接受。 近年來(lái)，為了使中醫(yī)藥更加快速和有效的傳播，越來(lái)越多的科研人員和企業(yè)單位以現(xiàn)代醫(yī)學(xué)研究方法對(duì)中藥開展了系統(tǒng)性的研究，這大大的促進(jìn)了現(xiàn)代中藥的產(chǎn)生，并推進(jìn)了中醫(yī)藥國(guó)際化進(jìn)程，然而也暴露了阻礙中藥國(guó)際化的一些弊端，比如植物成分的復(fù)雜性，以及植物成分組成本身會(huì)由于很多環(huán)境因素受到很大影響，為了深入研究植物藥品的安全性和有效性，科研人員正在逐步摸索建立有效的研究方法，從而豐富中藥制品的科研數(shù)據(jù)庫(kù)和臨床使用證據(jù)，使中藥能夠從現(xiàn)代科學(xué)層面作出解釋，從而使西方醫(yī)學(xué)專家能夠?qū)χ兴幷J(rèn)可，為中藥進(jìn)入現(xiàn)代醫(yī)療主流系統(tǒng)做出良好的鋪墊。 目前，中醫(yī)藥已經(jīng)進(jìn)入很多國(guó)家和地區(qū)，比如美國(guó)、加拿大、澳大利亞、歐洲，以及亞洲的其它國(guó)家，然而絕大部分還處于江湖游醫(yī)狀態(tài)，使用人群也以華人為主，即使有少數(shù)國(guó)家為中醫(yī)藥立法，距離實(shí)現(xiàn)中醫(yī)藥的全面國(guó)際化，仍有很長(zhǎng)的路要走。中國(guó)中藥制造企業(yè)，為了迎合國(guó)際市場(chǎng)要求，越來(lái)越重視國(guó)際合作，，產(chǎn)業(yè)鏈條標(biāo)準(zhǔn)化，以及國(guó)際人才培養(yǎng)。本文在這樣的背景下，以天士力集團(tuán)為主要研究對(duì)象，針對(duì)不同的國(guó)家和地域，中醫(yī)藥不同的發(fā)展程度，結(jié)合對(duì)方的政府態(tài)度和人文環(huán)境，分別列舉主要的目標(biāo)市場(chǎng)，對(duì)國(guó)際市場(chǎng)營(yíng)銷策略進(jìn)行了分析，希望對(duì)走國(guó)際路線的中藥企業(yè)提供一些借鑒和參考。
[Abstract]:Chinese medicine is an important cultural heritage with a long history and the crystallization of thousands of years of wisdom in our country. However, plant medical products, represented by traditional Chinese medicine, have always been unable to truly integrate into the mainstream medical market in the international community, even though they are licensed by some countries and regions. It has always been in substitution therapy or as a complement to the modern medical system. The reason is that the theory of traditional Chinese medicine is very different from the theory of modern medicine, especially for the safety and effectiveness of drug use. Western medicine is based on the chemical basic research of drugs. A series of pharmacological and toxicological and clinical studies have been carried out, which are different from the traditional evaluation methods of plant drugs as the standard of drug marketing, which leads to the unacceptability of traditional Chinese medicine in western countries. In recent years, in order to spread Chinese medicine more quickly and effectively, more and more researchers and enterprises have carried out systematic research on traditional Chinese medicine with modern medical research methods, which has greatly promoted the generation of modern Chinese medicine. It also promotes the internationalization of traditional Chinese medicine. However, it also exposes some disadvantages that hinder the internationalization of traditional Chinese medicine, such as the complexity of plant components and the fact that plant composition itself will be greatly affected by many environmental factors. In order to deeply study the safety and effectiveness of plant drugs, researchers are gradually exploring the establishment of effective research methods, thus enriching the scientific research database and clinical evidence of traditional Chinese medicine products. So that the Chinese medicine can be explained from the modern science level, so that the western medical experts can recognize the Chinese medicine, and make a good foundation for the Chinese medicine to enter the mainstream system of modern medicine. At present, Chinese medicine has entered many countries and regions, such as the United States, Canada, Australia, Europe, and other countries in Asia. However, most of them are still in the state of visiting and treating rivers and lakes, and the use of Chinese medicine is also dominated by ethnic Chinese. Even if a few countries legislate for Chinese medicine, there is still a long way to go before the full internationalization of Chinese medicine can be achieved. In order to meet the requirements of international market, Chinese traditional Chinese medicine manufacturing enterprises pay more and more attention to international cooperation, standardization of industrial chain, and international talent training. Under this background, taking Tianshili Group as the main research object, aiming at different countries and regions, different development degree of traditional Chinese medicine, combining the government attitude and humanistic environment of the other side, this paper lists the main target market respectively. This paper analyzes the international marketing strategy, hoping to provide some reference for the Chinese medicine enterprises taking the international route.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F426.72;F274

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