本报告以北京同仁堂为研究对象,系统梳理了北京同仁堂的国际化发展历程及现状,重点分析了北京同仁堂国际化发展的动因,以及北京同仁堂国际化成功的关键因素,由此得出了中国企业尤其是国内中药企业国际化发展的一些启示。研究认为,中西方文化差异带来的海外销售禁令以及外资药企加剧市场竞争等因素阻碍了北京同仁堂的国际化进程,而国家的政策支持为北京同仁堂的国际化发展提供了政策保障;消费者消费理念的转变为北京同仁堂的国际化发展提供了良好支撑;新冠肺炎疫情既是机遇也是挑战。此外,北京同仁堂因地制宜、注重产品品质、积极利用互联网平台、以医带药等做法值得国内企业参考和借鉴。
<<This section takes Beijing Tongrentang as the research object,summarizes its development history at home and abroad as well as the current status of its internationalization development. This section focuses on the analysis of the motivation of the international development of Beijing Tongrentang,as well as the key factors of the success of the internationalization of Beijing Tongrentang. On this basis,we draw some enlightenments for Chinese enterprises,especially traditional Chinese medicine enterprises,in terms of international development. This research believes that the foreign sales ban caused by cultural differences between China and the West and the intensified market competition of foreign pharmaceutical enterprises have hindered the internationalization process of Beijing Tongrentang,while the national policy support has provided policy guarantee for the internationalization development of Beijing Tongrentang. The transformation of consumers’ consumption concept has provided a solid foundation for the international development of Beijing Tongrentang. COVID-19 is both an opportunity and a challenge,which also provides a good opportunity for the international development of Beijing Tongrentang. In addition,Beijing Tongrentang adjusts measures to local conditions,pays attention to product quality,actively makes use of the Internet platform,and takes medicine from doctors,which are worthy of reference for domestic enterprises.
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