同仁堂国际营销策略及SWOT分析
The thesis attempts to analyze the international environment of Tongrentang with the tool of SWOT analysis. In this thesis, through the analysis of Tongrentang’s present situation in terms of four factors which are S(strength), W(weakness), O(opportunity), T(threat), and the match of the internal strength and weakness with the external opportunity and threat, some feasible strategies are provided. To some extent, the result of this research will contribute to the related fields of international marketing strategy of some national enterprises which are with typical Chinese culture. At the same time, Based on the result of this research, some suggestions and advice are given to foster Tongrentang’s process of internationalization.
Key Words: Tongrentang International marketing SWOT Analysis
摘 要北京同仁堂是中药行业闻名遐迩的老字号，也是我国中药业的第一品牌。同仁堂的药品和药膳不仅受到中国消费者的喜爱，而且远销到日本、美国、加拿大等40多个国家与地区。同仁堂在国际市场上的发展前景是相当乐观的，但是同仁堂在国际化进程中也遇到了很多问题，比如文化差异问题、法规壁垒等问题。这也给同仁堂在欧洲和美国市场的发展造成了一定的困难。
本文用SWOT分析法对同仁堂的国际市场环境进行分析。通过对同仁堂经营现状进行优势、劣势、机会、威胁（简称SWOT）分析，并将内部因素与外部因素相匹配，从而得出具有一定借鉴意义的经营战略。在某种程度上，本研究结果将为一些具有中国文化特色国有企业的国际市场营销战略的相关领域提供参考。同时,在此研究成果的基础上，本文提出了一些建议来促进同仁堂的国际化进程。
毕业论文关键字：同仁堂 国际市场营销 SWOT分析法
Contents
Abstract i
摘 要 ii
Contents iii
Chapter One Introduction 1
Chapter Two Literature Review 3
2.1 International marketing 3
2.2 Tongrentang’s international marketing strategies 3
2.3 Introduction to SWOT analysis 4
2.4 The Matrix of SWOT Analysis 5
Chapter Three SWOT Analysis of Tongrentang’s International Marketing Strategies 7
3.1 Strength analysis of Tongrentang 7
3.2 Weakness analysis of Tongrentang 9
3.3 Opportunity analysis of Tongrentang 9
3.4 Threat analysis of Tongrentang 10
3.5 Matrix of the above SWOT analysis 12
Chapter Four Conclusion 15
References 16
An Analysis of the International Marketing Strategies of Tongrentang
Chapter One Introduction
Tongrentang, the most famous traditional Chinese medicine enterprise in China, has taken the first place in the export of traditional Chinese medicine for more than 20 years. Nowadays, the foreign business of Tongrentang includes one factory, sixty companies, and thirty-two medicine stores. The brand of Tongrentang successfully launches in sixty countries and regions, and the number of patients receiving treatment from Tongrentang is over 30 thousand in those countries.
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