本文選題：馬來西亞 + 華人�。� 參考：《青海民族研究》2016年04期

【摘要】：華人企業(yè)一般上都難逃"富不過三代"的命運,但一些中國和東南亞的華人老字號企業(yè)卻能打破這宿命。馬來西亞的中藥店老字號,"余仁生"自1879年創(chuàng)業(yè)以來現(xiàn)今已進入第四代經(jīng)營。其創(chuàng)辦人,余廣于1876年下南洋謀生時隨身攜帶了一批中草藥和世代累積的中藥知識,沒想到這竟成"余仁生"的創(chuàng)業(yè)基礎(chǔ)。他當(dāng)時在霹靂州務(wù)邊的小鎮(zhèn)上開設(shè)了一家藥材店,想憑著自己的中藥知識解救被鴉片荼毒的華人礦工。藥店取名"仁生",意喻為"仁澤眾生",由于店主濟世為懷因此"仁生"很快便建立起良好的聲譽。其子余東璇為了緬懷父親,毅然在店名前加上自己的家族姓氏,改為"余仁生"。"余仁生"在余東璇領(lǐng)導(dǎo)下迅速打出名堂,其業(yè)務(wù)除了擴展至馬來西亞各地,亦進駐新加坡和香港市場。八十年代后期馬來西亞的中藥行業(yè)風(fēng)光不再,成為夕陽工業(yè)。其第四代接班人有感中藥行業(yè)必須轉(zhuǎn)型方能走出被市場淘汰的命運,所以"余仁生"于1989年開啟了傳統(tǒng)中藥店轉(zhuǎn)型至現(xiàn)代保健自營連鎖店的大計劃。其轉(zhuǎn)型計劃成功讓"余仁生"獲得新的生命和持續(xù)發(fā)展,并在新加坡和香港兩地上市。這老字號的成功可說是其經(jīng)營者善于利用傳統(tǒng)中藥品做新市場的生意,把產(chǎn)品焦點放在生活化和方便化,如其保健禮藍可用作送禮,讓更多顧客能接受其產(chǎn)品。本文主要探討馬來西亞華人傳統(tǒng)中藥店之老字號在激烈市場競爭的過程如何轉(zhuǎn)型和變革以迎合現(xiàn)代人的需求,使其企業(yè)達到持續(xù)性發(fā)展。
[Abstract]:Generally speaking, Chinese enterprises can not escape the fate of "three generations of rich", but some old Chinese enterprises in China and Southeast Asia can break this fate. Malaysia's veteran Chinese medicine store, Yu Rensheng, has entered the fourth generation of operations since it was founded in 1879. Its founder, Yu Guang, brought with him a batch of Chinese herbal medicines and knowledge of Chinese medicine accumulated for generations when he made a living in the Lower South Ocean in 1876. He opened a medicinal shop in a small town near Perak to save Chinese miners poisoned by opium with his knowledge of Chinese medicine. Drugstore name "Ren Sheng", meaning "Ren Ze sentient beings", because the shopkeeper Jishi Huai so "Ren Sheng" soon established a good reputation. His son Yu Dongxuan, in memory of his father, resolutely put his family name before the shop name and changed it to "Yu Rensheng." Under Mr Yu's leadership, Mr Yu's presence quickly expanded into Singapore and Hong Kong as well as across Malaysia. The Chinese medicine industry in Malaysia in the late 1980 s was no longer a sunset industry. Its fourth generation successors feel that the Chinese medicine industry must be transformed to get rid of the fate of the market, so "Yu Rensheng" in 1989 launched the traditional Chinese medicine stores to modern health care chain stores. Its transformation programme has enabled Yu Yan-sang to gain new life and sustainable development and be listed in Singapore and Hong Kong. The success of this old brand can be said to be that its operators are good at using traditional Chinese medicines to do business in new markets, focusing on life and convenience, such as its health gift blue, which can be used as a gift to enable more customers to accept its products. This paper mainly discusses how to transform and reform the traditional Chinese pharmacies in Malaysia in the process of fierce market competition to meet the needs of modern people so that their enterprises can achieve sustainable development.
【作者單位】： 馬來西亞大學(xué);
【分類號】：F416.72

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