英语论文中药产业的全球化策略研究.docx

英语论文中药产业的全球化策略研究.docx

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英语论文中药产业的全球化策略研究

题目StudyonGlobalStrategyforTraditionalChineseHerbIndustry

--takeGuangzhouBaiyunshanCo.,Ltd.asacase

姓名陈晓敏

学号20050200278

所在学院国际商务英语学院

年级专业英语（国际贸易）2005级

指导教师吴易明职称教授

完成时间2009年4月30日

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广东外语外贸大学

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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