[关键词]
[摘要]
中成药是我国中药出口中高技术、高附加值且具有自主知识产权的重要类别,其海外发展是中医药获得国际认可的重要标志。随着我国"一带一路"倡议的实施以及中国-东盟经济一体化进程加快,中国与东盟双边中药贸易潜力巨大、机遇空前。东盟市场将成为我国中成药国际化的重要突破口,对我国中成药"走出去"具有战略性意义。由于东盟各成员国在经济发展、市场规模以及医疗卫生水平等方面存在差异,通过构建评价指标体系,利用主成分和聚类分析法对东盟市场进行深入细分,将东盟十国划分为成熟市场、新兴市场、潜力市场和次级市场4类,并基于实证研究结果提出了有针对性的差异化市场开拓策略,为我国中成药全面开拓东盟并进入欧美主流市场提供有效参考与借鉴。
[Key word]
[Abstract]
With high-tech, high added-value, and independent intellectual property rights, Chinese patent medicine (CPM) is one of the most important exporting categories in Chinese materia medica (CMM), and its overseas development has become an important symbol of international recognition for CMM. With the implementation of the Belt and Road Initiative and the acceleration of bilateral economic integration, CMM trade between China and Association of Southeast Asian Nations (ASEAN) is facing with great potential and opportunities. ASEAN market is bound to be a vital breakthrough in the globalization of CPM and has strategic significance for its transnational operation. Since ten member countries of ASEAN have obvious differences in their economic development, market size, and medical and health levels, this paper aims to establish evaluation index system, further subdivide the ASEAN market by means of principal component analysis and hierarchical clustering method, and put forward different marketing strategies for each segmented markets including developed market, emerging market, potential market, and secondary market, hoping to provide useful advice and reference for the globalization of CPM in ASEAN or even in European and American main market.
[中图分类号]
[基金项目]
江苏省高校哲学社会科学研究项目(2016SJB790017);江苏省社会科学基金项目(16GLB010)