本文選題：中藥　切入點(diǎn)：廣譽(yù)遠(yuǎn)　出處：《廣西大學(xué)》2014年碩士論文

【摘要】：中藥根植于我國的傳統(tǒng)文化,是我國的“國粹”,也是我國具有國際比較優(yōu)勢(shì)的產(chǎn)品之一。近年來,隨著世界生態(tài)環(huán)境的惡化、人們生活方式的改變,中藥在國際藥品市場(chǎng)上的影響力不斷擴(kuò)大。各國消費(fèi)者對(duì)中藥的認(rèn)識(shí)度、了解度和接納度也越來越高。在國際藥品市場(chǎng)上,中藥已經(jīng)進(jìn)入了一個(gè)空前的發(fā)展階段。 山西廣譽(yù)遠(yuǎn)是我國中藥企業(yè)的先祖,始創(chuàng)于公元1541年,是“清代四大藥店”之一,同時(shí)也是我國歷史最悠久的中華老字號(hào)企業(yè)之一。近年來,廣譽(yù)遠(yuǎn)重振旗鼓,不斷進(jìn)行改革創(chuàng)新,在國內(nèi)發(fā)展勢(shì)頭良好,屢創(chuàng)佳績。面對(duì)中藥在國際藥品市場(chǎng)上的發(fā)展機(jī)遇,廣譽(yù)遠(yuǎn)在致力于發(fā)展國內(nèi)市場(chǎng)同時(shí),也希望能夠走出國門,進(jìn)入國際市場(chǎng)。 本文試圖以中藥企業(yè)山西廣譽(yù)遠(yuǎn)為研究對(duì)象,運(yùn)用國際營銷和國際貿(mào)易的相關(guān)理論,對(duì)其開拓國際市場(chǎng)的營銷策略進(jìn)行分析研究。首先,本文分析了廣譽(yù)遠(yuǎn)在開拓國際市場(chǎng)時(shí)內(nèi)部所擁有的優(yōu)劣勢(shì)、外部所面臨的機(jī)遇和挑戰(zhàn)。然后,本文對(duì)廣譽(yù)遠(yuǎn)開拓國際市場(chǎng)進(jìn)行了STP分析,最終把東南亞及華裔市場(chǎng)確定為目標(biāo)市場(chǎng),并進(jìn)行市場(chǎng)定位�；趯�(duì)東南亞及華裔市場(chǎng)的定位和分析,本文制定了針對(duì)該市場(chǎng)的4Ps國際營銷組合。最后,為確保國際營銷組合在東南亞及華裔市場(chǎng)能夠更有效地得以實(shí)施,本文提出了相應(yīng)的保障措施。面對(duì)國際藥品市場(chǎng)帶來的機(jī)遇和挑戰(zhàn),如何揚(yáng)長避短地制定適合廣譽(yù)遠(yuǎn)開拓國際市場(chǎng)的營銷策略,使其成功地進(jìn)入國際市場(chǎng),本論文對(duì)此研究具有重要的現(xiàn)實(shí)意義。
[Abstract]:Traditional Chinese medicine is rooted in the traditional culture of China, is China's "essence", China is one of the comparative advantage of international products. In recent years, with the deterioration of the ecological environment of the world, the change of people's lifestyle, the influence of traditional Chinese medicine in the international pharmaceutical market continues to expand. The degree of awareness of consumers in various countries of traditional Chinese medicine. The degree of understanding and acceptance is more and more high. In the international pharmaceutical market, traditional Chinese medicine has entered an unprecedented stage of development.
Shanxi guangyuyuan is a Chinese medicine enterprise ancestors, founded in the year 1541, is one of the four major pharmacies in the Qing Dynasty, is also China's oldest one of Chinese time-honored enterprises. In recent years, guangyuyuan rally, continuous reform and innovation, in the country a good development momentum, repeated success. Facing the opportunities for development of traditional Chinese medicine in the international pharmaceutical market, wide reputation far is committed to the development of the domestic market at the same time, also hope to be able to go abroad, to enter the international market.
This paper attempts to Shanxi guangyuyuan Chinese enterprises as the research object, using the related theories of international marketing and international trade, analyse its to develop the international market marketing strategy. Firstly, this paper analyzes the internal wide reputation far has to explore the international market advantages and disadvantages, external opportunities and challenges. Then, this paper STP analysis of guangyuyuan explore the international market, the Chinese market in Southeast Asia and to determine the target market and market positioning of Southeast Asia and Chinese market positioning. And based on the analysis of the needle on the market 4Ps international marketing mix. Finally, in order to ensure the international marketing mix to more effectively in Southeast Asia and the Chinese market, this paper puts forward the corresponding measures. In the face of the international pharmaceutical market opportunities and challenges, how to make out suitable guangyuyuan To explore the international market marketing strategy, to successfully enter the international market, the thesis of this research has important practical significance.

【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F426.72

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