英语论文中药产业的全球化策略研究Word下载.docx
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完成时间2009年4月30日
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StudyonGlobalStrategyforTraditional
ChineseHerbIndustry
——takeGuangzhouBaiyunshanCo.,Ltdasacase
ChenXiaominSchoolofEnglishforInternationalTrade
摘要:
中药在我国具有悠久的生产和使用历史,我国是一个中药大国,在当今的国际市场上,人们对中药的认识也较以往在不断加深,中药越来越得到市场的关注。
然而,我国虽有着丰富的中药资源,但是我国的中药产业竞争力并不强,在目前的国际中草药市场上,我国仅占很小的份额,这与我国作为中药发源地的地位极不相称。
本文分析了我国中药出口的态势,并从三个方面研究如何提升中药产业的竞争力。
同时,通过对本土的一个知名制药企业——广州白云山制药有限公司进行实证分析,说明了中国中药企业走向国际应采取的策略。
关键词:
中药全球化制药企业
Abstract:
ChinahasalonghistoryofusingandproducingtraditionalChineseherb.Nowadaysintheworldmarket,peoplehavemoreunderstandingabouttraditionalChineseherbthanbefore.Atthesametime,theworldmarketispayingmoreattentiontothetraditionalChineseherb.AlthoughChinahasrichresourcesoftraditionalChinesemedicine,thecompetivenessoftheindustryintheglobalmarketsoweakthatitonlytakesupasmallshare.ThesmallratiodoesnotfitChina’sstatusasacountrywithabundanttraditionalChineseherbresources.ThispaperdiscussesthepresentsituationoftraditionalChineseherbexportation,andgivessuggestionsonpromotingcompetivenessoftheindustryfromthreeaspects.Meanwhile,bystudyingafamouspharmaceuticalenterpriseinGuangzhou—BayunshanCo.,Ltd,suggestionsaregiventohelpthetraditionalChineseherbtogoglobal.
KeyWords:
traditionalChinesemedicine,globalization,pharmaceuticalindustry
CONTENTS
Abstract(inChinese)………………………………………………...………………...............I
Abstract(inEnglish)……………………………………………………………………….....I
1Introduction1
1.1researchbackground1
1.2Problemsraised2
1.3Literaturereview3
1.4Researchobjective4
1.5Methodologyandprocedure4
2CompetitiveanalysisofChineseherbexportation5
2.1CompetitivenessofChineseherbindustry5
2.2Five-forcesanalysisofcurrentsituationofChineseherbexportation5
3Wayout:
ImplementationofglobalstrategyforChina’spharmaceuticalindustry11
3.1Whyglobalstrategy11
3.2Howtoimplementglobalstrategy11
3.3GuangzhouBaiyunshanCo.,Ltd.:
awaytosuccess15
References21
1Introduction
Inrecentyears,withthechangeofthelivingenvironmentanddevelopmentofpeople’slivingstandard,allkindsofdiseaseareemerging,whichleadtotransferenceofmodernmedicalmode,whichfromtraditionaldiseasetreatmenttothecombinationofdiseaseprevention,healthcare,treatment,andrehabilitation.Peoplehavemorechoiceswhenundersuchmode,andtheybegintocallfornature.TraditionalChineseherbisattractingtheattentionofpeoplefromothercountries,anditenjoysapromisingmarket.
ChinaisthecountrywiththemostabundanttraditionalChineseherbresourcesintheworldandhasacompletedChinesemedicinetheorysystem,whichequipthetraditionalChineseherbindustrywithcompetitivenessinworldmarket.
However,theredefectsinaspectssuchasmedicalresearch,process,salesandmanagement,therearealsogapsbetweenChina’squalitystandardandtheinternationalones.Atthesametime,mostpharmaceuticalenterprisesdonothavetheawarenesstojoinintheinternationalcompetition.
1.1Researchbackground
Orientalhavebeenusingherbfordiseasetreatmentforthousandsofyears,forwhichtheWesternerhavenothingbutacoolcontemptinthepast.MarksfortraditionalChineseherbarelimitedtothosecoloniesofOrientalsuchasChinatown.However,aspeople’sadvocacyofnaturesweepacrossAmericaandEurope,allkindsoftraditionalChinaherbbegintoappearinginthemarketandbecomethemainstreamcommodityofhealthfoodstoresandoneofthecriticalformulationsofalimenttherapy.Manynutritionists,beautytherapistsandevenexpertsfrommedicinecirclesarepromotingsometypesofherbthathavemysteriouseffect.ACEOformaenterprisethatspecializeinsellingherbsaid,inthepastthreeyears,hiscompanyvirtuallyopenonechainstoreeachmonth,andtheirbusinessvolumereached$1billioninlastyear.Infact,allkindsofbeautifullypackagedherbarenotonlysoldinhealthfoodstore,butalsointheordinarydrugstore,supermarketsandchainstores.
Atpresent,therearethreemajormarketsfortraditionalChineseherb:
themarketthatcentersaboutoverseasChinese,Japan-Koreamarket,andWestEurope-Americamarket.ThefirsttwomarketsaretraditionalmarketsfortraditionalChineseherbandthelatteronearenewmarketthatworthwhilevigorouslyexploring.Accordingtostatistics,thetotalsalesvolumeofthesethreemarketshasgotto$17million,andnowincreasingattherateof10%peryear.ThereisgreaterpotentialinWestEurope-Americamarket,andthegrowthrateisevengreater.
1.2Problemsraised
Inrecentyears,theexportvolumeoftraditionalChineseherbisincreasing.In2006,thetotalamounthadreacheda$1millionhigh.Theseherbproductsareexportedtomorethan135countriesinthefivecontinents,theexportvolumeisincreasingattherateof12%eachyear,andtheexportstructureisfurtheroptimized.
Graph1:
ExportvolumeofChinesetraditionalherbfrom1993to2008
Source:
datacomesfromChinaCustomsStatisticsInformation
Thepityisthat,China’sshareintheworldmarketoftraditionalChineseherbaccountsfoelessthan6%.ChinadoesnotfittheroleasacountryofmostexperienceandwiththemostcompletetheoryofChinesemedicine.Inrecentyears,thecompetitionoftraditionalChineseherbintheworldmarketisbecomingmoresevere.SinceJapan,Korea,AmericaandEuropearevigorouslydevelopingherbindustry;
China’sherbindustryisfacingawesometasks.
1.3Literaturereview
ManypeoplehavediscussedabouttheaboveproblemsofChina’sherbindustry,mostofthemfocusonthequalityaspectoftheherb,thinkingthatthepharmaceuticalenterpriseshouldenhancethequalityoftheirherbproducts,andtakethestrategyof“assuresuccessbyquality”.Forinstance,ZhuYong(2007)saidthattraditionalChinesemedicineshouldbemodernized,standardizedapplythelatestdevelopmentsofmodernscienceandtechnology,andincreasetechnologycontentoftheherbproducts.Besides,HuZhuofu(2001)advocatethataseriesofstandardshouldbeestablishedinthetraditionalChineseherbindustry,whichincludingqualitystandard,GoodLaboratoryPractice(GLP),therapeuticefficiencyevaluationstandard,andclinicalapplicationstandard.
Then,somepeopleexploretheproblemfromtheangleofmarketingstrategy.HanShuang(2006)pointedoutthatmarketingstrategyforinternationalizeofthetraditionalChineseherbshouldbeformulated.Hedividedtheworldmarketintofiveparts,forAsianmarket,thestrategyshouldbefocusonmaintainingandreinforcethecurrentmarketshareandincreasetheexportvolumeofhighvalue-addedherbalproducts.ForNorthAmericaandEuropemarket,thecultureinfiltrationstrategyshouldbecarriedouttodrivetheherbalproductstothemarketasmedicineandhealthfood.FortheAfricaandOceaniamarket,weshouldbideourtime,whilefortheLatinAmericamarket,weshouldincreaseourexchangeoftheTCMculture.
Moreover,somepeoplediscussformthepointviewoftransmissionoftraditionalChinesemedicineculture.Forexample,ChenZhejuan(2005)considersthatpeopleinWestcountriesknowlittleabouttraditionalChinesemedicine,andtheydistrusttheeffectivenessorevenrejectit.Therefore,weshouldmakethemknowmoreaboutitinordertoletitgointernational.ShealsoholdsthattraditionalChineseindustryshouldmakeefforttodiffusetheTCMculture,whichisbothakindofculturetransmissionandmarketingstrategy.Therefore,weshouldpaymoreattentiontothecultivationofprofessionalpersonnelforherbalproductsexportationandtheresearchofstandardizedtranslationoftechnicalterms.Besides,wecanmakepeopleintheworldknowmoreaboutourmedicalcultureandphilosophicthinkingbyestablishingSchoolsofChineseMedicineinforeigncountries,andgraduallyexpanditsinfluenceintheworld.
1.4Researchobjective
BasedontheabovediscussionoftheproblemoftraditionalChineseherbindustry,andaccordingtothetheoryofindustrycompetitivenessininternationaltrade,thispaperanalyzesthemajorobstacleoftraditionalChineseherbexportationandproposessuggestionsonpromotingtheglobalizationofthisindustry.
1.5Methodologyandprocedure
1.5.1Datacollection
Mostofthedatainthispaperarecollectedthroughtheinternet.PartofitisfromchinaEconomicInternationalNetwork(andpartofitcomesfromotherrelatedstudyofthistopic.Inthecasestudypart,thedateofBaiyunshanCo.,Ltdisfromthehomepageofthecompany(
1.5.2Casestudy
AftertheanalysisofmajorproblemofthetraditionalChineseherbindustryinChinaandproposesomecorrespondentsuggestiontoglobalizethisindustry,itisnecessarytolinkingthetheorieswithpractice.Adomesticpharmaceuticalenterprise—BaiyunshanCo.,Ltd.waschosentostudy.Byanalyzingthec