天士力集团现代中药国际化营销策略研究

发布时间：2018-06-29 06:53

本文选题：现代中药 + 国际化　；参考：《天津大学》2013年硕士论文

【摘要】：中医药是我国历史悠久的一项重要的文化传承，是我国几千年智慧的结晶。然而以中医药为代表的植物医疗制品，在当今国际社会，始终无法真正的融入医疗主流市场，即便被一些国家和地区许可经营，也始终处于替代疗法或作为现代医疗系统的补充组成而存在。究其原因，是因为中医药理论与现代医学理论具有非常大的区别，尤其是对于药品使用的安全性和有效性，西方医学以药物的化学基础研究为基点，开展一系列的药理毒理学和临床研究，作为药物上市的标准，这与植物药的传统评价方式截然不同，这就导致了西方国家对中药的无法接受。近年来，为了使中医药更加快速和有效的传播，越来越多的科研人员和企业单位以现代医学研究方法对中药开展了系统性的研究，这大大的促进了现代中药的产生，并推进了中医药国际化进程，然而也暴露了阻碍中药国际化的一些弊端，比如植物成分的复杂性，以及植物成分组成本身会由于很多环境因素受到很大影响，为了深入研究植物药品的安全性和有效性，科研人员正在逐步摸索建立有效的研究方法，从而丰富中药制品的科研数据库和临床使用证据，使中药能够从现代科学层面作出解释，从而使西方医学专家能够对中药认可，为中药进入现代医疗主流系统做出良好的铺垫。目前，中医药已经进入很多国家和地区，比如美国、加拿大、澳大利亚、欧洲，以及亚洲的其它国家，然而绝大部分还处于江湖游医状态，使用人群也以华人为主，即使有少数国家为中医药立法，距离实现中医药的全面国际化，仍有很长的路要走。中国中药制造企业，为了迎合国际市场要求，越来越重视国际合作，，产业链条标准化，以及国际人才培养。本文在这样的背景下，以天士力集团为主要研究对象，针对不同的国家和地域，中医药不同的发展程度，结合对方的政府态度和人文环境，分别列举主要的目标市场，对国际市场营销策略进行了分析，希望对走国际路线的中药企业提供一些借鉴和参考。
[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.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.72;F274

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