海外华人老字号企业的传承和跨国发展——以马来西亚余仁生为例

发布时间：2018-05-14 22:29

本文选题：马来西亚 + 华人　；参考：《青海民族研究》2016年04期

【摘要】：华人企业一般上都难逃"富不过三代"的命运,但一些中国和东南亚的华人老字号企业却能打破这宿命。马来西亚的中药店老字号,"余仁生"自1879年创业以来现今已进入第四代经营。其创办人,余广于1876年下南洋谋生时随身携带了一批中草药和世代累积的中药知识,没想到这竟成"余仁生"的创业基础。他当时在霹雳州务边的小镇上开设了一家药材店,想凭着自己的中药知识解救被鸦片荼毒的华人矿工。药店取名"仁生",意喻为"仁泽众生",由于店主济世为怀因此"仁生"很快便建立起良好的声誉。其子余东璇为了缅怀父亲,毅然在店名前加上自己的家族姓氏,改为"余仁生"。"余仁生"在余东璇领导下迅速打出名堂,其业务除了扩展至马来西亚各地,亦进驻新加坡和香港市场。八十年代后期马来西亚的中药行业风光不再,成为夕阳工业。其第四代接班人有感中药行业必须转型方能走出被市场淘汰的命运,所以"余仁生"于1989年开启了传统中药店转型至现代保健自营连锁店的大计划。其转型计划成功让"余仁生"获得新的生命和持续发展,并在新加坡和香港两地上市。这老字号的成功可说是其经营者善于利用传统中药品做新市场的生意,把产品焦点放在生活化和方便化,如其保健礼蓝可用作送礼,让更多顾客能接受其产品。本文主要探讨马来西亚华人传统中药店之老字号在激烈市场竞争的过程如何转型和变革以迎合现代人的需求,使其企业达到持续性发展。
[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.
【作者单位】：马来西亚大学;
【分类号】：F416.72

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