山西广誉远开拓国际市场的营销策略研究

发布时间：2018-03-29 17:25

本文选题：中药　切入点：广誉远　出处：《广西大学》2014年硕士论文

【摘要】：中药根植于我国的传统文化,是我国的“国粹”,也是我国具有国际比较优势的产品之一。近年来,随着世界生态环境的恶化、人们生活方式的改变,中药在国际药品市场上的影响力不断扩大。各国消费者对中药的认识度、了解度和接纳度也越来越高。在国际药品市场上,中药已经进入了一个空前的发展阶段。山西广誉远是我国中药企业的先祖,始创于公元1541年,是“清代四大药店”之一,同时也是我国历史最悠久的中华老字号企业之一。近年来,广誉远重振旗鼓,不断进行改革创新,在国内发展势头良好,屡创佳绩。面对中药在国际药品市场上的发展机遇,广誉远在致力于发展国内市场同时,也希望能够走出国门,进入国际市场。本文试图以中药企业山西广誉远为研究对象,运用国际营销和国际贸易的相关理论,对其开拓国际市场的营销策略进行分析研究。首先,本文分析了广誉远在开拓国际市场时内部所拥有的优劣势、外部所面临的机遇和挑战。然后,本文对广誉远开拓国际市场进行了STP分析,最终把东南亚及华裔市场确定为目标市场,并进行市场定位。基于对东南亚及华裔市场的定位和分析,本文制定了针对该市场的4Ps国际营销组合。最后,为确保国际营销组合在东南亚及华裔市场能够更有效地得以实施,本文提出了相应的保障措施。面对国际药品市场带来的机遇和挑战,如何扬长避短地制定适合广誉远开拓国际市场的营销策略,使其成功地进入国际市场,本论文对此研究具有重要的现实意义。
[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.

【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.72

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