佛慈制药开拓国际市场战略研究

LZUFE-KMS

作者	曹蕊
姓名汉语拼音	cao rui
学号	2017000011373
培养单位	兰州财经大学
电话	18919034156
电子邮件	419414135@qq.com
入学年份	2017
学位类别	专业硕士
培养级别	硕士研究生
学科门类	管理学
一级学科名称	工商管理硕士(MBA)
学科代码	1251
授予学位	管理学硕士
第一导师姓名	蔡文浩
第一导师姓名汉语拼音	cai wenhao
第一导师单位	兰州财经大学
第一导师职称	教授
题名	佛慈制药开拓国际市场战略研究
英文题名	The Strategic Research For FOCI Pharmaceutical Company Developing International Market
关键词	佛慈制药国际市场战略
外文关键词	FOCI Pharmaceutical Company ; International Market ; Strategy
摘要	近年来，随着医学模式和大众健康观念的转变，海外消费者对中药的接受和认可程度不断提高，对中药及产品的需求也持续增加，中药在国际市场上迎来了空前的发展阶段。然而，中药在国际市场上的出口数量和出口增长率却没有和需求趋势相匹配，具体表现在对国际市场开拓不到位，中药产品的技术含量较低等方面，中药企业作为中药及产品进入国际市场的主要载体，研究中药企业开拓国际市场具有重大意义。佛慈制药公司创立于1929年，是一家有近百年制药历史的中药企业，并且在二十世纪三十年代开始经营海外市场。本文以该公司为研究对象，通过大量的资料收集与调查，运用企业战略管理、国际市场进入模式等相关理论，采用案例分析、文献研究和定性分析法等方法，对佛慈制药开拓国际市场的战略设计和实施举措以及保障措施展开分析研究。首先，运用PEST分析方法厘清了佛慈制药开拓国际市场宏观环境，以佛慈制药所面对的国际行业竞争环境为背景，运用波特五力模型分析佛慈制药的市场竞争环境，同时运用SWOT分析方法对其自身在开拓国际市场中所拥有的优势和劣势、所面临的机遇和威胁做了详细地分析。其次，对企业的战略背景进行阐述，明确企业成为国内一流、国际知名的现代中药企业的战略目标，并制定了企业开拓国际市场的战略目标，结合佛慈制药国际市场的发展现状，进而提出先内后外“三步走”的阶段目标。最后，在SWOT分析矩阵的基础上，进行战略方案选择，结合企业实际情况，提出了整合国内资源、加强运营能力、打造重点产品、尊重文化差异、重视资本运营五条战略实施举措，并相应的提出了保障措施。佛慈制药对于开拓国际市场已有近九十年的历史，并且一直是企业发展的重点方向，本文意图通过对佛慈制药开拓国际市场的战略研究，结合理论以及自己的实践认识，探索出同类型中药企业的国际市场发展道路。
英文摘要	In recent years, with the changes in medical models and public health concepts, overseas consumers’acceptance and recognition of traditional Chinese medicine has continued to increase, and demand for traditional Chinese medicines and products has also continued to increase. Chinese medicine has ushered in an unprecedented stage of development in the international market. However, the export volume and export growth rate of traditional Chinese medicine in the international market have not matched the demand trend. The specific manifestation is that the development of the international market is not in place, and the technical content of traditional Chinese medicine products is low.Traditional Chinese medicine companies become the main carriers for Chinese medicine and its products to enter the international market,which is of great significance to study Chinese medicine companies to open up the international market. Founded in 1929, Foci Pharmaceutical Co., Ltd. is a traditional Chinese medicine company with a history of nearly a hundred years of pharmaceuticals, and it began operating overseas markets in the 1930s. This article takes the company as the research object, through a large amount of data collection and investigation, using relevant theories such as corporate strategic management, international market entry mode, and using case analysis, literature research, and qualitative analysis methods to provide a good understanding of Foci Pharmaceutical’s development of the international market to analyze and research the strategic design and implementation measures and safeguard measures. First of all, this article uses the PEST analysis method to clarify the macro environment for Foci Pharmaceuticals to develop the international market. Taking the international industry competition environment faced by Foci Pharmaceuticals as the background, the Porter five forces model is used to analyze the market competition environment of Foci Pharmaceuticals. The SWOT analysis method makes a detailed analysis of the company's own strengths and weaknesses in opening up the international market, as well as the opportunities and threats it faces.Secondly, explain the company’s strategic background, clarify the company’s strategic goal of becoming a domestic first-class and internationally renowned modern Chinese medicine company, and formulate the company’s strategic goal to explore the international market, combining with the development status of the international market of Foci Pharmaceuticals,Then put forward the stage goal of "three steps" first inside and then outside. Finally, based on the SWOT analysis matrix, a strategic plan was selected, combined with the actual situation of the company, and five strategic implementation measures were proposed to integrate domestic resources, strengthen operational capabilities, build key products, respect cultural differences, and attach importance to capital operation, and put forward accordingly. Safeguard measures. Foci Pharmaceuticals has a history of nearly ninety years in opening up the international market, and which has always been the key direction of corporate development. This article intends to explore the development path of the same type of Chinese medicine companies in the international market through the strategic research of Foci Pharmaceuticals in developing the international market, combining theories and their own practical knowledge.
学位类型	硕士
答辩日期	2020
学位授予地点	甘肃省兰州市
页数	71
研究方向	企业管理
论文总页数	71
插图总数	0
插表总数	0
参考文献总数	0
馆藏号	0004000
保密级别	公开
中图分类号	F203.9/780
文献类型	学位论文
条目标识符	http://ir.lzufe.edu.cn/handle/39EH0E1M/30907
专题	兰州财经大学
作者单位	兰州财经大学-MBA中心
第一作者单位	MBA教育中心
推荐引用方式 GB/T 7714	曹蕊 . 佛慈制药开拓国际市场战略研究 [D]. 甘肃省兰州市. 兰州财经大学,2020.

条目包含的文件		下载所有文件
文件名称/大小	文献类型	版本类型	开放类型	使用许可
佛慈制药开拓国际市场战略研究.PDF（1451KB）	学位论文		开放获取	CC BY-NC-SA	浏览下载